The fa.i.led experiment

Creative idea

The joy of reading is Nemira’s core value. When Romania proposed a 9th-grade curriculum featuring only pre-1900 texts and no female writers, it threatened that belief by making reading feel even more like an obligation. As the public consultation lasted just three weeks, Nemira responded immediately, becoming the only commercial brand to visibly enter the debate. The FA.I.led Experiment took the form of a video that used AI to simulate five student archetypes and the future adults this curriculum could shape. Created to defend the brand’s purpose, not drive sales, it nevertheless generated exceptional interest, website visits and online orders.

Brand name: Nemira Publishing House
Advertiser / client: Nemira Publishing House
Product / service: Publishing books
Campaign name: The fa.i.led experiment
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Executive creative director: Laura Belc
Creative director: Laura Belc
Art director: Diana Savin
Copywriter: Cătălina Dobre
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Laurențiu Semeniuc
Film production: Mircea Ceapă - Video Editor
Post production: Radu Glodeanu-Carata - Video Editor
Additional company: Paul Foltache – Senior Web Developer Alexandru Tănase – Head of Social Media Mihaela Prisecaru – Influencer Marketing Specialist Ioana Mușat - Managing Director The Geeks