The fa.i.led experiment

Creative idea

Romania’s Ministry of Education proposed an outdated 9th-grade literature curriculum centered on 18th-century texts and excluding contemporary and female authors. Built around the joy of reading, Nemira used data and AI to make the curriculum’s consequences visible and relevant to the public. The FA.I.led Experiment addressed a wider social issue: young people’s declining connection with reading and education’s long-term influence on future generations. By turning policy into a national conversation and recommending contemporary complementary reading, the campaign encouraged constructive action, a stronger reading culture and a more meaningful educational experience for students in Romania.

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