American Rom
Award: Wood Pencil
Wood Pencil / Direct / Direct Integrated Campaigns / 2012
Romania’s ROM is the traditional chocolate bar that all Romanians grew up with. Wrapped in the national flag, it had an ageing, nostalgic consumer base and was losing ground with young generations who preferred ‘cool’ American brands. We challenged young people’s national ego by replacing ROM’s packaging with an American version. The campaign started in stores, and we placed blunt messages in relevant outdoor locations in order to trigger a strong response from the population. Many of the panels were painted overnight by unknown individuals with patriotic messages asking for the return of the old ROM.
Are you credited on this winning entry?
If you've been awarded Wood Pencil or above, drop us your details for further information about how you can order your D&AD Pencil. If you've previously won In Book or a Nomination and would like to celebrate your achievement with a Wood or Graphite Pencil, please let us know.