MRM//McCann Romania and McCann Bucharest, Bronze for Tecsesti Vlogs and Albalact at Cannes Lions 2019

Cristina Blanaru Creativity

Albalact, MRM//McCann Romania and McCann Bucharest were awarded with Bronze at 66th edition of Cannes Lions for the campaign Tecșești Vlogs in Social & Influencers category.

A few months ago, on Albalact’s YouTube channel were launched a few movies non-typical for the ordinary vlogging, having as main stars the inhabitants of a mountain little village in Romanian Apuseni Mountains.

Through the campaign launched by Albalact and MRM//McCann Romania, the stories and habits of the 23 villagers from Tecsesti reached over 2M views on YouTube. With an average age of 65 years old, the protagonists of the project promoted online the traditions that risk to be forgotten.

During last few years, Albalact was involved in supporting the community from this little authentic mountain village, situated in 20km range from our factory. The fact that their stories crossed borders and put a smile on the faces of jurors of a prestigious festival like Cannes Lions can only make us happy and proud of a campaign that was already in our hearts

Cristina Miclea,

Marketing Director, Albalact

The 4 stars of the campaign learned, in record time, how to use hashtags, boomerangs and share to the public secrets from their households and tutorials in the kitchen.

The truth is that we felt in love with the brief since the very first time we read it. The start was already there – Albalact was challenging us to tell the story of the 23 inhabitants from a small village in Alba Iulia in a new and surprising way. After we met those that were about to become the stars of Tecsesti Vlogs, we knew an entire country will fall for them. When a campaign brings joy to people outside the industry that are following online content and is also recognized to the biggest international festival, then you know you did your job right

Simona Suman,

Creative Director, MRM//McCann Romania

Campaign credits:

MRM//McCann Romania

  • Simona Suman, Creative Director
  • Laura Belc, Group Creative Director
  • Irina Tanase, Copywriter
  • Cerasela Usturoi, Art Director
  • Adelina Luca, Account Director
  • Laura Circei, Account Manager
  • Katalin Sandu, Account Manager
  • Alex Budin, Head of Technology

McCann Bucharest:

  • Catalin Dobre, Chief Creative Officer
  • Mihaela Vasilescu, Senior Account Manager
  • Tiberiu Munteanu, AV Manager
  • Alex Ionescu, AV Producer
  • Dana Hogea, Client Relationship Manager

McCann PR:

  • Lavinia Chican, Senior Partner
  • Sorina Iordan, Account Manager

Albalact:

  • Cristina Miclea, Marketing Director
  • Miruna Mihalache, Brand Manager

Director: Andrei Mindru

Editor: Victor Marinache

 Music: Stefan Crisan