We see the elephant in the room & we savour full sincerity

Our solution for one the most known Romanian snacks

THE NEED

A campaign to reignite enthusiasm for the brand and bring an emotional element to the well-known elephant from the previous product-driven campaigns.

THE CULTURAL TENSION

We believe modern culture is built on pretence, filtering reality and clichés. This is true for our image on social media, the idea of personal branding, influencers, as well as brands.

Brands are afraid to be honest and transparent or to use self-deprecating humour without fear of offending the politically correct culture.

We need to embrace the funny side of life and speak truthfully, while still being mindful of cultural sensitivities.

OUR STRATEGIC AND CREATIVE SOLUTIONS

We mixed the mindsets of our different target generations and created the campaign “Let’s talk about the elephant in the room.” Manole is not only the elephant in the room literally, but also metaphorically. He is in charge of pointing out the truth and tackling topics that people may avoid.

He stands for sincerity, because his snacks are just as truthful: baked not fried, made of quality ingredients and following the principle of ‘what you see is what you get’.