[Premiile FIBRA #1] Gold FIBRA - McCann - Bittersweet Pies / PAUL / PAUL Romania

[Premiile FIBRA #1] Gold FIBRA - McCann - Bittersweet Pies / PAUL / PAUL Romania

Campaign Summary

Bittersweet Pies is a new cakes product line, sold in all PAUL bakeries across the country, that highlights the gender inequality in Romania's society by turning cakes into pie charts!

The cake's line includes:

- the "salary gap" cake
- the "misrepresentation cake" (in politics)
- the "extremely rich cake"
- the "startup exclusion cake"
- the "glass ceiling double cake"

All the cakes are 100% edible (including the statistics!), and are based on Paul's original and popular cake recipes (Fleur de Lys, Tartelette citron, Tartelette au chocolat).

10% of revenue from all "bittersweet pies" sold would be donated to "FILIA foundation", which will use the donation for a project aimed to reduce gender gap by training rural women and prepare them for the modern professions.

This makes the project to be the 1st ever "social desserts" line in the world.


Case Study 


Project Title: Bittersweet Pies
Brand: PAUL 
Client: PAUL Romania



Agentie: McCann Romania

Adrian Botan / Global Creative Director
Nir Refuah / Chief Creative Officer
Ioana Filip / Executive Creative Director
Sandra Bold / Copywriter
Miruna Macri / Art Director
Ionela Buta / Deputy CEO
Gina Zgubea / Client Service Director
Tina Cretu / Account Manager
Carmen Bistrian/  Creative Excellence Manager
Tiberiu Munteanu / AV Producer
Alex Popa / AV Producer
Alexandru Platon / Producer
Damian Groves / Director

Agentie de media: UM Romania

Victor Croitoru / CEE Regional Strategy Director
Alina Vasile / Account Director
Marius Funie / Digital Planner


Premii obtinute la Premiile FIBRA #1:

Gold FIBRA / Bittersweet Pies / 12 Product Design 

Gold FIBRA / Bittersweet Pies / 8.2 OUTDOOR - Special Projects

GRAND FIBRA / Bittersweet Pies / 12 Product Design

Silver FIBRA / Bittersweet Pies / 4.1 CRAFT - Best Art Direction

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