Paul bakeries Direkt, Fallmethode Bittersweet Pies [video] MRM Bucharest

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Bittersweet Pies [video]

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Branche Gebäck und Süßwaren
Medien Direkt, Fallmethode
Markt Rumänien
Agentur MRM Bucharest
Art Director Miruna Macri
Copywriter Sandra Bold
Client Service Director Gina Zgubea
Veröffentlicht März 2016


Cannes Lions Innovation 2016
Creative Data Creative Data: Data Storytelling Silver Lion

Kredite und Beschreibung

Bittersweet pies are a cake collection sold in "Paul" bakery-patisserie chain and presenting the Gender gap in romania by turning pies - into pie charts!!
In the line:the salary gap cake the political misrepresentation cake the glass ceiling tart And moreThe more cakes you buy -the more you help Close the Gender gap and fight inequality, as 5% of the bittersweet pies income is donated to Filia center, who runs projects of business training for rural women around the country.Agency:MRM, Bucharest
Media: Direct Marketing
Category: Food
Agency: Mccann Worldgroup Romania, Mrm//Mccann
Brand: Paul
Country: Romania
Advertising Agency: Mrm//Mccann, Bucharest
Entrant Company: Mccann Worldgroup Romania, Bucharest
Media Agency: Mccann Worldgroup Romania, Bucharest
Pr Agency: Mccann Worldgroup Romania, Bucharest
Production Company: Mccann Worldgroup Romania, Bucharest
Additional Company: Mccann Worldgroup Romania, Bucharest
Chief Creative Officer: Nir Refuah (Mrm//Mccann Romania)
Cee Regional Strategy Director: Victor Croitoru (Um Romania)
Global Executive Creative Director: Adrian Botan (Mccann Worldgroup Romania)
Account Manager: Alina Vasile (Um Romania)
Client Service Director: Gina Zgubea (Mrm//Mccann Romania)
Digital Planer: Marius Funie (Um Romania)
Av Manager: Platon Alexandru (Mccann Worldgroup Romania)
Account Manager: Tina Cretu (Mrm//Mccann Romania)
Deputy Ceo: Ionela Buta (Mrm//Mccann Romania)
Av Manager: Tiberiu Munteanu (Mccann Worldgroup Romania)
Av Producer: Alex Popa (Mccann Worldgroup Romania)
Pr Manager: Carmen Bistrian (Mccann Worldgroup Romania)
Copywriter: Sandra Bold (Mrm//Mccann Romania)
Art Director: Miruna Macri (Mrm//Mccann Romania)
Campaign Description:
We took these statistics and turned the pie charts into actual pies then sold them in Paul bakeries across the country. More than just be the talk of media and social media, 5% of revenue from all ‘Bittersweet pies’ sold would be donated to FILIA center, which will use the donation to finance a project aimed to reduce the gender gap in rural areas and help fight inequality.
Media:36.460.100 media impressionsover 95.000 social media sharescoverage in most local publicationsBrand Results45% raise in positive brand perceptiom16% raise in sales during the campaignPR:Intl Publications:New York MagazineFast CompanyCosmopolitanGlamour ElleFastcocreateResumeBlue BuscoloribusFoundraising.ukRevelist.comDaily LifeTerrafemina
"Bittersweet pies", is a new cakes product line, sold in all "Paul" bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts! The cakes’ line includes:- the "salary gap" cake- the "misrepresentation cake" (in politics)- the "extremely rich cake"- the "startup exclusion cake"- the "glass ceiling double cake" All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat). 5% of revenue from all "bittersweet pies" sold would be donated to "FILIA
Trying to approach and gain share of market among PAUL main target audience, women age 30-45, with a small annual media budget.The strategy was founded to empower and ignite conversation by designing a new product line instead of a media campaign, relying mainly on instore communication, PR, and handpicked billboards next to unequal establishments in Romania.
Even though in Romania women believe there is a general balance between men and women due to the equal participation to the work force, the World Economic Forum released its annual Gender Gap Report that shows exactly the opposite. Out of 145 countries included in the report, Romania falls on 114 in matters of political representation and scores low also in education, health and finance.