Bucharest, 18 January 2017
Just as each person is defined by the space in which they live, the citizens of a city or country are responsible for the mark they leave on the walls, streets or other public spaces. In 2017, CIF encourages Romanians to work together to clean Romania, and MullenLowe has been appointed to communicate this action. Therefore, after winning the pitch organized by Unilever at the end of last year, the agency will develop the communication campaign for the 4th edition of CIF Cleans Romania.
The CIF platform is one of the most courageous initiatives in the category, as the brand demonstrates it is not only the help of every consumer in their own house, but also of the communities, by cleaning and giving back the beauty of the spaces that are truly important for their members.
“Three years ago, we assumed the mission of cleaning Romania, therefore we dedicated ourselves 100% to developing this platform that is so important not only for our brand, but also for the communities that benefited from its direct results. For this year we aim to engage as many Romanians as possible and MullenLowe’s creative proposal meets our objectives the best, and we are confident that it will help us stay close to our consumers,” said Andra Sima, Brand Building Category Manager HHC, Unilever.
CIF Cleans Romania started in 2014 by cleaning the streets of aggressive and vulgar messages and symbols which could affect the children’s development, while the 2015 and 2016 editions were focused on the cleaning and painting of the flat buildings’ hallways – places full of memories for each of us. This year’s edition will have a new concept, developed by MullenLowe, the novelty being brought by the direct involvement of the consumers in the campaign.
“We are starting the new year by consolidating our partnership with Unilever, winning the CIF account. Following the great results obtained with OMO in 2016, we are ready to communicate the 4th edition of the CIF Cleans Romania campaign in a memorable way for the consumers. Alongside the continuity in terms of messages and results, we are focusing on the implementation of new creative solutions to bring Romanians closer to the brand’s values,” added Alina Bălan, Client Service Director, MullenLowe.
The Unilever team involved in the campaign includes Andra Sima (Brand Building Category Manager – Household Cleaning at Unilever), Maria Dumitrescu (Junior Brand Manager Cif), Denisa Coman (Brand Building Assistant Household Cleaning).
The MullenLowe team: Eugen Suman (Executive Creative Director), Simina Zidaru (Copywriter), Alina Nechita (Art Director), Adrian Chiuhan (Head of Strategy), Alina Bălan (Client Service Director), Ionela Ionescu (Account Manager).