On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision lead to Romania’s greatest post communism protest.
Primus, a small brand of construction materials, focused on responsible honest handymen, wanted to show support for a protest that fights dishonest decisions.
The brand made a public commitment to solve the heart of the issue: if the government repeals the ordinance in due time, Primus will donate renovation materials for fixing up Romanian prisons. Each day the government postponed the decision, the brand would help renovate less prisons. Thus, 18 prisons are today renovated with Primus adhesives, grout and concrete screed.
Integrated advertisement created by Rusu+Bortun, Romania for Primus, within the category: House, Garden.
Chief Creative Officer: Catalin Rusu
Creative Director: Bob Toma
Group Creative Directors: Mihaela Neatu, Mircea Craciun
Strategic Planner: Alina Buzatu
Art Directors: Bogdan Pop, Ovidiu Hodorogea
Copywriters: Madalina Pop, Miruna Potop
Account Director: Adriana Lungu
Web Developer Laurentiu Nastase
DTP: Anca Uscatescu