[Grand FIBRA/ EVENTS @ Premiile FIBRA #2] Lego Ethnics / Baneasa Shopping City – Imagination Expo / FCB

Premiile obtinute la FIBRA #2:

Lego Ethnics / Baneasa Shopping City – Imagination Expo / FCB

  • GOLD FIBRA @ Learning and Exhibitions
  • GOLD FIBRA @ Brand Activation
  • SILVER FIBRA @ Product Design



Campaign / Execution Summary

LEGO ® Ethnics is a collection of Romanian traditional costumes made entirely with LEGO bricks. It comes in 6 different patterns, representing 6 historical provinces of Romania and the costumes are identical to the centuries old originals. Presented as an alternative learning material for Romanian kids, LEGO ® Ethnics was launched in schools in our country and abroad as part of workshops.


Foreigners know more than our kids about Romanian traditional gowns and culture. Because the little ones lose contact with the original culture, a mall decided to use their CSR programme to teach them about “traditional fashion”.


More than 2000 children learned through play using LEGO ® ETHINCS. 65,893,805 Total Media Impressions and partnerships with the Ministry of Education and the Ministry of Romanians Abroad will expand the learning project even more.



Agency/Company: FCB 
Entry Case Title: Lego Ethnics
Brand: Imagination Expo
Client: Baneasa Shopping City



Senior Art Director: Viorel Holovaci
Senior Copywriter: Olivia Spanu
Head of Art Direction: Emanuel Borcescu
Head of Copywriting: Dragos Raicu
Account Manager: Ana Fara
Account Manager: Mihaela Bivol
Account Director: Delia Soare
BTL Manager: Marian Enache
BTL Manager: Alex Puiu
Producer: Ionut Stan
Head of production: Gabriela Pricop
Client Service Director: Sorina Borcescu
PR Director: Alina Stefan
PR Manager: Alina Jijau
PR Executive: Alexandra Nedelcu
Creative Director: Claudiu Dobrita

FCB Bucharest

Cu o istorie si o experienta de peste 140 de ani in domeniul comunicarii, reteaua globala FCB include 150 de agentii in 90 de tari, avand peste 8.000 de angajati si este parte a Interpublic Group of Companies. In... vezi detalii »




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