Silviu Antohe
Group Creative Director at MullenLowe Romania
Bucharest, Romania
TitoloFox Trap
Agenzia
Campagna Urban Legends
Cliente Lidl
Marca Lidl
Data di Prima Diffusione/Publicazione 2019
Settore Grande Distribuzione alimentare
Trama Romanian brands tend to portray traditional food as an archaic, monotonous, pastoral affair. We needed to make Lidl’s range of authentic Romanian products stand out. Set against the backdrop of interwar Romania and written to sound just like actual urban legends, these cinematic stories capture the last glory age of our country. The mini-series is a deep-dive into local culture and its myths and characters. Atmosphere and recipes were recreated in Romanian-style plots containing our traditional…passion, betrayal, fallen heroes and delightful villains.
Filosofia Urban legends and the interwar age became a stage for the Lidl’s private label, Camara Noastra (the range of traditional food). Romanians consider this era the last glory age and love to embellish and mystify this period of blazing progress, splendid decadence and authentic tradition. Produced as a cinematic mini-series, each episode is a deep dive into Romanian culture and its myths and characters from recent history. The mini-series was exclusively shot in the historical city of Sibiu while recreating the atmosphere and recipes in Romanian-style plots containing our traditional…passion, betrayal, fallen heroes, delightful villains, with a dash of spies and adventure.
Tipo di Media Interattivo
Lunghezza
Casa di Produzione
Creative Director
Art Director
Copywriter
Account Director
Account Director
Director
Direttore della fotografia
Screenwriter
Screenwriter
Screenwriter
Agency Producer
Set Designer
Advertising Manager
Marketing Director
Marketing Project Manager
Junior Marketing Specialist
Digital Project Manager

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