Eurobest
McCANN ERICKSON ROMANIA, Bucharest / KANDIA DULCE / 2016
Overview
Entries
Credits
Background
Romanians don’t know their own anthem. Musicians have messed up the lyrics at the start of national team matches, and even our Prime Minister, Victor Ponta, has gotten the lyrics wrong on national television. In order to spark Romanians pride, we launched a platform where they could learn the anthem from some unexpected teachers: foreigners. Each could recite the anthem perfectly and even give some learning tips too.
Execution
On 29th July, the national anthem day, we launched a website where you could learn the anthem from an American, a Nigerian, a Chinese, a Vietnamese, or an Icelandic.
Each had their own learning tip for Romanians.
On the site, they were even offered further support: they could give tests, and share their results.
Soon enough, Romanians’ reacted to the campaign, proving they knew the anthem and even wear T-shirts to help others learn it.
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