Cif Ambient Cif cleans up Romania by BV McCann Erickson Bucharest

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Cif cleans up Romania

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Industry Cleaning Products, Detergents & Wood protectors
Media Ambient
Market Romania
Agency BV McCann Erickson Bucharest
Executive Creative Director Alexandru Dumitrescu
Art Director Lonut Coanda
Copywriter Loana Zamfir, Oana Gheorghe
Client Service Director Lonela Buta
Released June 2014

Credits & Description

With the help of the community, and a digital mobile tool, CIF will clean offensive graffiti containing profanity and hate messages out of the city walls
On the campaign website ( , CIF offers a mobile "reporting"app, which users can download and use to record an offensive message they encounter in their neighborhood. The location and picture are noted and a CIF cleaning crew is launched to clean the reported site.
The Campaign website also holds a full gallery and map of sites cleaned, including a before/after photos and some of the cleaning process videos.
Brand: Cif
Media: Ambient
Category: House, Garden & Pets
Agency: McCann
Geo: Romania
Cif: Cif cleans up Romania
Advertising Agency: McCann, Bucharest, Romania
Executive Creative Director: Alexandru Dumitrescu
Group Account Director: Gabriela Alexandrescu
Copywriter: Loana Zamfir
Art Director: Lonut Coanda
Account Manager: Ana Maria Placinta
Account Executive: Lonela Tatu
Senior Strategic Planner: Ileana Serban Parau
A/V Manager: Tiberiu Munteanu
Corporate Communication Manager: Carmen Bistrian
Advertising Agency: MRM Worldwide Romania
General Manager: Nir Refuah
Copywriter: Oana Gheorghe
Senior Art Director: Bogdan Teodorescu
Junior Art Director: Bogdan Dinu  
Client Service Director: Lonela Buta
Account Manager: Tina Cretu
Web Developer: Alexandra Visan
Web Developer: Bogdan Deaconescu