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American Rom

Award: Wood Pencil

Wood Pencil / Direct / Direct Integrated Campaigns / 2012

Romania’s ROM is the traditional chocolate bar that all Romanians grew up with. Wrapped in the national flag, it had an ageing, nostalgic consumer base and was losing ground with young generations who preferred ‘cool’ American brands. We challenged young people’s national ego by replacing ROM’s packaging with an American version. The campaign started in stores, and we placed blunt messages in relevant outdoor locations in order to trigger a strong response from the population. Many of the panels were painted overnight by unknown individuals with patriotic messages asking for the return of the old ROM.

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