Primus Film Prison Fix Up by Rusu+bortun Brand Growers

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Prison Fix Up

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Industry Construction & Civil Engineering
Media Film
Market Romania
Agency Rusu+bortun Brand Growers
Chief Creative Officer Catalin Rusu
Creative Director Bob Toma
Art Director Ovidiu Hodorogea, Bogdan Pop
Copywriter madalina pop, Miruna Potop
Strategic Planner Alina Buzatu
Released January 2017

Credits & Description

Category: House, Garden
Media: Integrated
Brand: Primus
Agency: Rusu+Bortun
Geo: Romania
Advertising Agency: Rusu+Bortun, Bucharest, Romania
Chief Creative Officer: Catalin Rusu
Creative Director: Bob Toma
Group Creative Directors: Mihaela Neatu, Mircea Craciun
Strategic Planner: Alina Buzatu
Art Directors: Bogdan Pop, Ovidiu Hodorogea
Copywriters: Madalina Pop, Miruna Potop
Account Director: Adriana Lungu
DTP: Anca Uscatescu
Published: January 2017
On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision lead to Romania’s greatest post communism protest.
Primus, a small brand of construction materials, focused on responsible honest handymen, wanted to show support for a protest that fights dishonest decisions.
The brand made a public commitment to solve the heart of the issue: if the government repeals the ordinance in due time, Primus will donate renovation materials for fixing up Romanian prisons. Each day the government postponed the decision, the brand would help renovate less prisons. Thus, 18 prisons are today renovated with Primus adhesives, grout and concrete screed.