Copywriting in Bucharest

Volkswagen – Drive Carefully

Ruxandra Cavescu — Mon, 11 Jul 2011 12:31:57 +0000

DDB Argentina

Gold Press Lion (campaign) at Cannes International Festival of Creativity

Filed under: great work, inspirational, print

Greenpeace – VW Dark Side spoof

Ruxandra Cavescu — Wed, 29 Jun 2011 06:58:01 +0000

Greenpeace spoofed the 2011 Volkswagen Superball. Here’s the result:

Filed under: video, viral

Both sides of intolerance

Ruxandra Cavescu — Mon, 27 Jun 2011 09:42:50 +0000

Filed under: artsy, great work, inspirational, print

National Airlines – Florida

Ruxandra Cavescu — Thu, 16 Jun 2011 17:32:56 +0000

National Airlines

Filed under: classic, great work, print

Rethink Scholarship

Ruxandra Cavescu — Thu, 16 Jun 2011 11:30:20 +0000

Filed under: artsy, great work, inspirational, video

Tuborg – Bachelor Party

Ruxandra Cavescu — Tue, 07 Jun 2011 13:22:51 +0000

Filed under: funny, print

Kindle Ad

Ruxandra Cavescu — Tue, 24 May 2011 09:44:53 +0000

This is an ad for Amazon’s Kindle published in Forbes. The cool thing about it is the fact that the last paragraph of the article on the left page is written on the Kindle’s screen.

Filed under: great work, interactive, print

TEDx Buenos Aires

Ruxandra Cavescu — Mon, 02 May 2011 18:06:51 +0000

Taxi Drivers sharing new ideas.

Filed under: classic, great work, inspirational, video, viral

Magnum – Pleasure Hunt

Ruxandra Cavescu — Fri, 15 Apr 2011 04:07:27 +0000

This is a full-flash experience coming from ice cream brand Magnum, with the help of Lowe Brindfors. It’s based on the idea that the internet holds a lot of pleasurable things, but the ultimate pleasure remains eating a Magnum ice cream, now with hazelnut. To express this idea, the ad agency developed an interactive game following a young pleasure seeker that runs, flies, jumps and drives around the internet and in the end finds herself enjoying what the new Magnum Temptation with Hazelnut ice cream has to offer.

Filed under: great work, interactive, unconventional, video, viral

This calls for a re-positioning

Ruxandra Cavescu — Mon, 11 Apr 2011 18:50:58 +0000

Carlsberg, one of the most recognised beer brands in the world, is having a makeover. The first one since 1847. So the famous “Probably the best beer in the world” changes to “This calls for a Carlsberg”
“Although international recognition is good, it is not enough. We are investing significantly in the Carlsberg brand, widening our distribution channels and making every effort to get closer to our customers and consumers.” - Jørgen Buhl Rasmussen, Carlsberg’s CEO

They plan to double the brands profit by 2015 and to add some essence to the brand. The logo is staying because ”most beer brands have to rely on embellishment and decoration, but the Carlsberg logo can boldly stand on its own and it still looks as fresh and modern as if it were designed yesterday”, but it has been modernized and refreshed.

The brand’s logo now carries three elements: the Brewer’s Star, the Hope Leaf, and the inclusion of “Copenhagen 1847,” indicating where and when the beer was first brewed. These three elements are together for the first time. New packaging is currently being rolled out this year across all 140 markets.

Here are some of the executions made for the launch of the new positioning:

Filed under: classic, print, video