CIF and MullenLowe restore the shine of the country’s beautiful sites alongside Romanians Posted on


Bucharest, 13th March 2017

CIF Cleans Romania for the 4th year in a row and launches alongside MullenLowe the campaign “Together we clean Romania while travelling!” Many of Romania’s cities lost their shine over time, and one of the main reasons why Romanians no longer plan their holidays in our country is the lack of cleanliness in tourist areas. Thus, CIF has assumed the mission to help several sites in Romania regain their brightness, alongside the Romanians that will join the campaign.

The beautiful and functional items we have at home or at our working place, as well as the nice and attractive places around us have a positive impact on our mood. Communities represent a symbol of prosperity, health and of collective identity, and a clean community may influence in a positive way the emotions and the state of mind of its inhabitants. (According to a study ordered by Cif and conducted by Unilever Global, in collaboration with Dr. Simon Moore, Chartered Psychologist at the British Psychological Society)

„After cleaning the streets of aggressive messages and the flat buildings’ hallways that are full of beautiful memories, this year we aim to search for other places that are so close to the Romanians’ hearts, but which need some help to shine again. If in the past we invited consumers to nominate the space in which they want CIF’s intervention, this year we challenge them to join us and become active participants at the CIF Cleans Romania story,” says Andra Sima, Brand Building Category Manager HHC, Unilever.

The communication campaign Together we clean Romania while travelling! is developed by MullenLowe with the support of Golin (PR) and Profero (digital).

“The number of Romanian tourists visiting other countries has significantly increased year-on-year, while resorts or tourist attractions with which Romania used to boast in the past are in disrepair. To take CIF Cleans Romania to another level, we turned to those destinations which awaken beautiful memories – from childhood or maybe just from our parents’ photos – and which we are now trying to bring back to life together. We therefore aim not only to reconnect Romanians to these sites, but also to create a stronger link between the young audience and the CIF brand,” says Eugen Suman, Executive Creative Director, MullenLowe.

To enter the competion and win a trip in Romania, payed only by getting involved in a cleaning action, consumers must access Cif’s Facebook page or directly the contest app and fill in an online form, briefly arguing why they want to join Cif’s initiative. Thus, 12 participants with their companions will become the big winners of a 3-day trip to one of the 4 cities included in the campaign – Sibiu, Alba-Iulia, Hunedoara and Mangalia, where they will help clean a tourist attraction.

The campaign is communicated during 1st March – 30th April through a TV ad and an online manifesto created by MullenLowe with the help of the AV production company Parc Film and of the director Michael Bauman.

The Unilever Team includes Andra Sima (Brand Building Category Manager – Household Cleaning at Unilever), Maria Dumitrescu (Junior Brand Manager Cif), Denisa Coman (Brand Building Assistant Household Cleaning).

MullenLowe: Simina Zidaru (Copywriter), Alina Nechita (Art Director), Ionela Ionescu (Account Manager), Doruța Cîrstescu (Account Manager), Adrian Chiuhan (Head of Strategy), Alina Bălan (Client Service Director), Eugen Suman (Executive Creative Director),

Golin: Roxana Dibă (Director, Consumer Division), Livia Voicu (Senior Media Associate), Bianca Cenușescu (Junior Media Associate), Thedeea Gherlan (Digital Manager) și Bianca Stoica (Digital Associate).

Profero: Ovidiu Popa (Technical PM) and Mădălina Ion (Social Media Manager).