Cohnandjansen JWT, Starcom and Oreo make a play manifesto

Cristina Blanaru Creativity, Marketing, Media

CohnandJansen JWT, the media agency Starcom and Oreo, the biscuit brand from Kraft Foods, launched Manifestulpentrujoaca.ro, a site where parents, especialy mums, can brag around about their kids and win prizes from March 7th to May 2nd.

The campaign took place exclusively online, for 8 weeks.

The objective of the campaign is to attract mum’s attention and to convince them to also share to other people the wonderful moments their little ones spend with Oreo.

Cohnandjansen realized the campaign after winning a pitch to realize specific online projects for Oreo.

The campaig attracted over 1,000 entries, that gathered over 65,000 votes.

Kraft Foods’ team involved in the project includes Svetlana Macrinici – Brand Coordinator Biscuiti: Oreo,Tuc, Milka Biscuits and Rastislav Spavelko – Senior Brand Manager Category Biscuiti.

From Cohnandjansen JWT, the campaign team included Alex Negoescu – Deputy Creative Director, Alex Borsan – Strategic Planner, Cosmin Nicola – Web Designer, Dan Seciu – Programator and Ionut Neagu – Programator Flash.

The media strategy and media buying of the campaign was realized  by Starcom MediaVest Group, with a team including Laura Mihailescu – Project Manager and Silviu Toma – Web Analyst.


Cohnandjansen JWT este afiliata retelei globale JWT, un nume de referinta in industria de publicitate, aflata in momentul de fata pe locul 4 in topul celor mai mari retele mondiale. JWT a fost una dintre primele agentii de publicitate full-service (in 1864), prima retea internationala (in 1899), prima agentie care a realizat un testimonial (cu Regina Romaniei pentru crema Ponds, in 1924) si mai apoi, realizatoarea primului spot tv din lume (1939); de asemenea, JWT a pus bazele planning-ului, in 1968.

In prezent, portofoliul companiei reuneste clienti precum: Avon, Bayer (OTCs), Bunge (Floriol, Unisol), GarantiBank, Henkel (Perwoll online), Kraft (Jacobs, Jacobs 3in1, Nova Brasilia), MegaImage, Nestle (KitKat), Nokia, Praktiker (online), Romania Libera, Snack Attack, Valvis Holding (Samburesti, Aqua Carpatica), printre altii.

Cohnandjansen JWT is affiliated to the global network JWT.

JWT was one of the 1st full service advertising agencies (in 1864), the 1st international network (in 1899), the 1st agency that realized a testimonial (with Romania’s Queen for Ponds cream, in 1924) and the agency that realized the 1st TV ad in the world (1939). Also, JWT put the bases of planning, in 1968.

Cohnandjansen JWT Romania has in its portfolio clients such as Avon, Bayer (OTCs), Bunge (Floriol, Unisol), GarantiBank, Henkel (Perwoll online), Kraft (Jacobs, Jacobs 3in1, Nova Brasilia), MegaImage, Nestle (KitKat), Nokia, Praktiker (online), România Liberă, Snack Attack, Valvis Holding (Sâmbureşti, Aqua Carpatica) and others.