Integrated communication and data intelligence agency Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, is the only agency in Romania with two trophies at this year's edition of MAD STARS, one of the most important international global advertising festivals, previously known as AD STARS.
The 301 preliminary juries from 85 countries selected 1,745 finalists. Although the event is held in Busan, Korea, non-Asian countries that entered the top 10 exceeded 30% of total finalists. This festival is the only one in which both agencies that win Grand Prix of the Year trophies, also collect a cheque of 10.000 USD.
“This year, the quality of our entries is truly remarkable and shows that creativity can come from anywhere in the world and from any industry. We have finalists from more than 58 countries, a record in the history of the festival which shows that we have truly achieved international reach.”, says Hwan-Jin Choi, Chairperson at MAD STARS.
Romania is represented on the list of winners by the Cheil | Centrade and the „Some masks remain" campaign for the ANAIS Association, which scooped two Crystal trophies. One in the ‚Craft: Photography’ category and the other in one of the most contested categories – ‚Charity/Government’.
March 8th, International Women's Day, coincided with the last day of the alert period in Romania. As the number of COVID-19 infections decreased, the authorities decided to lift, starting from March 9th, a series of restrictions, including the obligation to wear a mask.
Conceived and executed in just 4 days after the authorities' announcement regarding the lifting of restrictions, the „Some masks remain” campaign reconstructed real episodes of abuse as experienced by victims who asked for help from the ANAIS Association.
The message of the campaign emphasizes the fact that many Romanian women will continue to have their noses and mouths covered, either by the palm of a violent partner or by their own palm, scared or lost in the dramatic situations triggered by the other pandemic - the domestic violence pandemic which will, unfortunately, continue in many forms, from physical violence to psychological, economic, cyber, social, sexual or spiritual.
The initiative drew attention to this menace and helped raise donations with which ANAIS Association offered support, legal and psychological counseling to the victims of domestic violence.
“We are honored to represent Romanian creativity at one of the most important global festivals, especially when it comes to a campaign for such an important social cause for Romania as the fight against domestic violence. Thanks to the brave client and all the partners involved in this contextual project who helped us bring craft excellence to light in record time: production house Almost Ready, studio Balinth and post-production studio Chainsaw Europe.”, declares Mihai Gongu, Executive Creative Director, Cheil | Centrade.
“We appreciate the constant support of the Cheil / Centrade team for ANAIS initiatives. Their passion to help is visible both through the many trophies at prestigious festivals that recognize creativity and efficiency, such as London International Awards, IAB Mixx Europe, Cresta Awards, D&AD, Effie or, here, MAD STARS, but above all through the many lives saved with the help of funds raised and prevention solutions shaped for the support of the powerful ideas behind these medals.”, adds Carmen Nemeș, President of Asociației ANAIS.
Please download full list of MAD Stars 2022 winners from here: https://www.adstars.org/winner/Index.do
Cheil | Centrade Team:
Mihai Gongu - Executive Creative Director
Denisa Armașu – Group Creative Director
Radu Rebei – Senior Art Director
Carmen Miruță – Business Lead / Client Service Director
Ana Maria Rădulescu, Senior Account Manager
Veronica Bratu – Social Media Manager
Monica Garbur - AV Producer
Miruna Baias – Strategy Head
Mihaela Iamandi – Traffic Director
Ana Maria Gavrilă – PR Specialist
ANAIS Association team:
Carmen Nemeș - President
Mihaela Mangu Darvariu – Executive Director
Adela Szenteș – Psychotherapist
Production House: Almost Ready
Balint Hajagos – Director
Balint Hajagos - Photography
Ahmad Askar – Camera Assistent
Dana Pavelescu – Casting Director
Dora Codita – Special Effects Make-up
Anca Săveanu – Talent
Camelia Darie – Talent
Simina Mateescu – Talent
Iulia Aramă – Talent
Helena Silva Schmidt - Talent
Post-producție: Chainsaw Europe
Diana Gordon - Coordinator
Hasan Nasser – Sound editor
Smaranda Paraschiv – Image Director
Voice Over
Judith State
Oana Holban
Radu Bânzaru
ABOUT ANAIS ASSOCIATION
ANAIS is a humanitarian association whose main mission is to defend the rights of those who cannot defend themselves: women, children, but also needy families and other disadvantaged categories. A member of WAVE (Women Against Violence Europe), ANAIS provides psychological counseling, legal assistance, material, and moral support, takes public actions and assists in developing policies in partnership together with the authorities as well as awareness and information campaigns.
ABOUT CHEIL | CENTRADE
Full service digital agency Cheil | Centrade is one of the largest integrated communications companies in Romania and a regional hub for the Korean Cheil network in Southeast Europe, coordinating Samsung's communication and creation strategy. The Cheil | Centrade portfolio includes PROFI Romania, Hochland România, First Bank, ENGIE Romania, NN Romania, Carrefour Romania, Alpin 57, Mondelez, Raiffeisen Bank, Point Pickup, ANAIS Association, and United Way.
Since 2018, Cheil | Centrade Bucharest has launched the Digital Intelligence and Analytics (DIA) division, a unique data intelligence service center that serves several markets from Europe. Established in 2022, the Digital Media division completes the mix of services that the agency offers to its clients, also benefiting from the advantage of its own digital service and data analysis center. DIA and Digital Media divisions work together to offer clients tailored digital solutions, using the expertise of professionals and the latest analytical tools in the digital area.
In 2022, Cheil | Centrade won the first Romanian Grand Prix at the IAB Mixx Awards Europe with the “Guilt Gifts Puppetry” campaign for the ANAIS Association, as well as Gold, Silver and two Bronze trophies at the Effie Awards. In 2021, Cheil | Centrade was the most award-winning agency at Webstock Awards (16 shortlists and 7 medals) and was the most awarded Romanian agency at the Cresta Awards. It won the Grand Prix of the IAB MIXX Awards and the Gold trophy at Internetics. Also, it scooped 5 nominations and 3 trophies at the Effie Awards in the categories of tech, energy, banking and insurance.
FOR MORE DETAILS, PLEASE CONTACT:
Măcrina Vendlinger
macrina.vendlinger@centrade-cheil.com
https://centrade-cheil.com/
