ROM - The Candidate

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The client

ROM is the chocolate bar that always wants to provoke, to awaken the patriotic spirit of the Romanians.

The brief

The presidential elections were just around the corner and a brand that was always involved in the lives of Romanians could not stand aside. How do we provoke people to be more involved and choose to vote?

The solution

We created the worst possible presidential candidate, so people would be so outraged, they would go and vote. Not for him, but for anyone else.

PHASE I

We launched the teasing campaign which featured content from our fake presidential candidate. He even had a Facebook page, where he engaged his followers.

Strangely enough, he even had some fans. 😮

The Key Visual

We created the worst possible presidential candidate, so people would be so outraged, they would go and vote. Not for him, but for anyone else.

All candidates promote their agendas using political merchandise, so we couldn't let Toma Corunt run for president without his own merchandise. We created t-shirts, badges and posters to promote his agenda and, of course, we went to the streets to gather signatures for his candidature.

PHASE II

ROM Authentic revealed the fact that Toma Corunt wasn't a real candidate. He was just an incentive to motivate more people to go vote.

Then, we started encouraging people to go vote. Even the ROM bar changed its packaging to say VOTE.

PHASE III

In the final phase of the campaign, the ROM bar took the stage, inviting Romanians to vote, for their own good. Even Toma Corunt himself joined, urging people to express their opinion on election day.

The website

We created a website which people could use to scan the VOT bars. Each scan offered them another reason to go and vote. This way people could gift the chocolate bar alongside a reason that might convince other people to vote.