unoriginal

Creative idea

When a cure is discovered, it's shared globally. But when a campaign helps someone donate blood, find shelter, get treatment, advertising blocks it forever. 'It's been done before' kills ideas that could make the world better again and again. unoriginal.work is the first global platform for lawfully copying proven social good campaigns. NGOs browse by cause, download execution kits, adapt them locally, and upload their own. The name is the provocation. 'unoriginal' is advertising's worst insult. We claimed it as a brand, forcing the industry to confront the rule that wastes the ideas the world needs most.

Brand name: Raiffeisen Bank
Advertiser / client: Raiffeisen Bank Romania
Product / service: unoriginal.work
Campaign name: unoriginal
Agency network: Omnicom Advertising
Agency: MullenLowe Bucharest
Media agency: Initiative Romania
Additional company: Initiative Romania, Middleout
Web address: https://unoriginal.work
Creative director: Alex Petrescu
Art director: Bogdan Dinu (Group Creative Director), Alex Ranete (Art Director), Mircea Solomiea (Art Director), Rareș Boghiu (Art Director)
Copywriter: Andrei Ropotă (Senior Copywriter)
Account director (agency): Anca Duță (Group Account Director), Manuela Fulga (Group Account Director), Maria Barbu (Account Manager), Maria Toma (Digital Specialist)
Media director: Andreea Dinescu (Deputy Managing Director)
Managing director: Hortensia Năstase (Vice-President Creative Services)
Strategic planner / strategist: Simina Leotescu (Strategy Director)
Event production: Andrei Bașa (Head of Events), Ciprian Dumitru (Activations Manager), Dragoș Voina (Event Manager), Alexandru Demeter (3D Graphic Designer)
Additional company: Raiffeisen Bank Romania: Laura Mihăilă (Director of Marketing, Communication & CX), Livia Fericean (Corporate Communication & Public Affairs Lead), Daniel-Gigi Matei (Sustainability & ESG Manager), Loredana Săndulescu (Sr. Communication Manager), Luiza Iliescu (Social Media Manager), Mihaela Vasiluță (Marketing Services Manager). Middleout: Andrei Găbreanu, Alexandru Tănase MullenLowe Romania: Cristiana Belodan, Oana Chiriac Initiative Romania: Cosmin Oțel (Digital Director), Alex Marin (Digital Lead), Ana-Maria Sacu (Digital Account Manager), Mădălina Aanei (Digital Lead & Senior PPC Specialist), Cristina Agafiței (Digital Account Manager), Bianca Paisu (Junior PPC Specialist), Beatrice Stoica (PPC Specialist), Felix Georgescu (Digital Specialist)