In the holy spirit of The Insight
At The Alternative School for Creative Thinking I teamed up with my best friend and partner in crime Cristina Ungurean to challenge our creative minds and sleepy heads. Our first assignment was to create a concept for our imaginary team.
IN SERVICE OF CREATIVITY
The second assignment was to create an integrated campaign strategy to promote the launching of Atelier Nevers by MBQ, a social entrepreneurship dedicated to saving and preserving the rromani traditions of jewellery making.
The context
In the past, the Roma community was forbidden to speak the Romani language or to craft its art due to forced assimilation. Nowadays, only 54% of Roma people in Romania speak their native language.
What if
In the past, the Roma community was forbidden to speak the Romani language or to craft its art due to forced assimilation. Nowadays, only 54% of Roma people in Romania speak their native language.
What if
Instead of only promoting the workshop,
we launch a campaign which would motivate
artists to join for a bigger cause.
The talking jewellery
The Idea
Crafting and wearing the jewellery becomes a statement reinforcing that every nation has the right to speak its language and craft its art in order to preserve what’s most precious — its culture.
Crafting and wearing the jewellery becomes a statement reinforcing that every nation has the right to speak its language and craft its art in order to preserve what’s most precious — its culture.
The journey
Aspiring artists are invited to join the
workshop and craft unique jewellery pieces
with Romani words on them. The creations are exhibited at The Talking Jewellery exhibition, open for the broad public.
A dedicated app, called Razumiv*, would
translate and pronounce the words. The guests are invited to support the
cause by buying and wearing the jewellery, thus becoming campaign ambassadors.The profits would go for supporting
a Romani author to publish a children’s book, which would further promote the language.
a Romani author to publish a children’s book, which would further promote the language.
*Razumiv — meaning ‘I understand’ in Romani language
The result
The workshop becomes a platform for cherishing and preserving the Romani language, while the artist become activists. All the jewellery created during the campaign becomes a manifesto which can be worn.
The workshop becomes a platform for cherishing and preserving the Romani language, while the artist become activists. All the jewellery created during the campaign becomes a manifesto which can be worn.
For the final assignment we were asked to create a campaign for an authentic Romanian beer named Bârlog, aspiring to get appealing to the Gen Z people.
The challenge
Gen Z is known as the generation with
an inherent preoccupation for health, thus, the consumption of alcohol is less
attractive to them.
That’s why, the best way to connect them
to our brand is not by promoting the beer
itself, but by creating a meaningful cause
to resonate with and support.
The context
Being the first digitally native generation,
they are open minded to diversity.
Meanwhile in the society, topics like race, gender, identity, orientation or disability
are still covered in shame or stigma.
The idea
We start an open conversation,
meaning to give voice to diverse
stories, using our own product.
One of the campaign ingredients is the Seen or Sin tags, delimitating two types of stories. Seen — when one felt seen
and supported.
Sin— when one felt condemned or rejected.
The goal is to make everyone
question their own beliefs and approach on the topic of diversity.
The real support
A part of revenue from selling the
special edition Bârlog, will go for
supporting a local ONG working on
the subject of diversity and inclusion.
The result
We reinforce Barlog’s core values by opening a conversation about diversity,
with the purpose to question the public perception.
Our product becomes a scene for speaking up, and buying it becomes
an act of support.
That’s how we connect Gen Z to the
brand in a meaningful way, with the potential to build a long term relationship.
Blessed be those who read to the end
