CONTEXT
In recent years, following the pandemic, the war at the border, inflation, and tense elections, Romania has become deeply polarized. Traditionally, as Christmas approaches, LaMinut, the most beloved mustard brand in Romania, launches its holiday campaign.
THE IDEA
Because the barbecue is one of the few places where people from different social classes, usually divided by conflicting opinions, still manage to speak the same language and forget their differences, this year, in addition to the TV spot, we launched an ambient media campaign, using articulated buses, which we transformed into an accordion, a local symbol that brings harmony.
Social Media
The social media campaign expanded the “Let there be harmony for the holidays!” idea through authentic Romanian traditions and rituals, from Pomana Porcului to the warmth of gathering around the table. It captured that unique festive atmosphere where differences fade and people reconnect, with LaMinut as the small detail that brings everything into harmon
