Apa Nova

Happy Ending Stories

Agency: Porter Novelli


Apa Nova, the leading water management company in Romania, announces the launch of a fresh and innovative campaign meant to capture people’s attention regarding the correct use of the sewage system. ‘’Happy ending stories’’ is the concept by which Apa Nova brings to Bucharest’s attention that the sewage system is not a rubbish bin. The forbidden waste thrown in the toilet or in the drain affects both the sewer system and the environment. The campaign was developed by Porter Novelli, a communication agency based in Bucharest, Romania. The campaign was born out of the necessity for a more responsible sewage use: one without forbidden waste disposal such as fats, personal hygiene items, hair, detergents, food scraps and various other items that affect the sewer and the environment in the long run. ‘’Change your ways before your loved one changes their mind about you.’’ is the tagline that encourages the people of Bucharest to become better and more responsible. The campaign is centered around three types of waste which are frequently thrown in the sewer: hair, oil and condoms. These common-use items acquire symbolic value and become a behavioral catalyst for change.

This professional campaign titled 'Happy Ending Stories' was published in Romania in June, 2019. It was created for the brand: Apa Nova, by ad agency: Porter Novelli. This Film medium campaign is related to the Industrial, Agriculture industry and contains 3 media assets. It was submitted over 4 years ago.


Advertising Agency: Porter Novelli, Bucharest, Romania
Creative Director: Ana-Maria Bălan
Art Director: Tudor Năstase
Copywriter: Mădălina Buhoș


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