Baneasa Shopping City Digital, Design & Branding, Case study Play Folklore by FCB Bucharest

Play Folklore

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Industry Department Stores & Shopping Malls, Public awareness
Media Digital, Interactive & Mobile, Design & Branding, Case study
Market Romania
Agency FCB Bucharest
Creative Director Claudiu Dobrita
Art Director Emanuel Borcescu, Viorel Holovach
Copywriter Olivia Spanu
Producer Ionut Stan
Released June 2017

Credits & Description

Media: Experiential
Category: Entertainment & leisure
Client: Baneasa Shopping City/ Lego Ethnics
Agency: FCB Bucharest
Production: FCB Bucharest
Country: Romania
Creative Director: Claudiu Dobrita
Art Director: viorel holovach
Art Director: Emanuel Borcescu
Copywriter: Olivia Spanu
Producer: Ionut Stan
In a globalized world where trends replace traditions, it is ever harder for local communities to keep track of their roots. While Romanians are early adopters of everything imported, the younger generation loses contact with the original culture.
So how do you teach kids nowadays that folklore can still be"in fashion"?
Lego ETHNICS is a collection of Romanian traditional costumes made entirely with Lego bricks. A special edition used as learning material in the educational process and an interactive way to reconnect the future of a nation with its past, Lego Ethnics comes in 6 different patterns representing historical provinces of Romania.
20.000 Lego bricks inside, each costume is 100% identical to the centuries old originals displayed in the Romanian Peasant's Museum, our consulting partner in the program.
Together with the Ministry of Education and the Ministry of Romanians abroad, we launched Lego Ethnics in Baneasa Shopping City, the biggest shopping mall in Bucharest, kindergartens and schools across Romania as well as Romanian communities outside the country. Kids everywhere built their own costumes and, most important, their sense of belonging.While children were having fun playing folklore, the conversation picked up in national media and beyond borders.
In the end, we got so much more than we gave: the gratitude of a generation and the satisfaction of having done so much with so little.
After all, playing is serious stuff.
6500 total engagements
1033777 social media channels
1034000 social media impressions
10536000 earned media impressions