CIF cleans Romania, alongside MullenLowe

Newsroom 18/01/2017 | 18:09

The way every person is defined about the space in which lives, the citizens of a city or a country are responsible for the mark they leave on the walls, the streets or other public spaces. In 2017, CIF encourages the Romanians to work together in order to clean Romania and the agency MullenLowe was chosen to communicate that step. Therefore, after winning the pitch organized by Unilever at the end of last year, MullenLowe will develop a communication campaign for the 4th edition of CIF Cleans Romania.

The CIF platform is one of the most courageous initiatives in the category because the brand demonstrates that it’s not only the help of every consumer in his own house, but also to the communities, cleaning and giving back the beauty of the truly important spaces for its members.

„Three years ago we assumed the mission of cleaning Romania, therefore we dedicated 100 percent of developing this platform that is so important not only to our brand, but also to the communities that benefited from its direct results. For this year we proposed ourselves to get actively involved as many Romanians as possible and MullenLowe’s creative proposal answered the best our objectives and we are sure that it will help us remain close to our consumers,” said Andra Sima, Brand Building Category Manager HHC, Unilever.

CIF Cleans Romania debuted in 2014 by cleaning the streets of messages and aggressive and vulgar writings that could have affected the children’s development, while the 2015 and 2016’s editions were focused on cleaning and the cosmetology of the building blocks’ staircases – places full of memories for each one of us. This year’s edition will have a new concept, developed by MullenLowe, the novelty element being brought by the direct involvement of the consumers in the CIF’s endeavor.

„We are starting the new year by consolidating our partnership with Unilever, once winning the CIF account. Following the good results obtained in 2016 for the OMO brand, we are ready to communicate the campaign’s fourth edition, in a memorable manner for the consumers. Alongside the continuity at a message and results level we are concentrating on implementing some new creative solutions that will bring the Romanians closer to the brand’s values,” added Alina Balan, Client Service Director, MullenLowe.

The Unilever team involved in the campaign was formed of: Andra Sima (Brand Building Category Manager – Household Cleaning at Unilever), Maria Dumitrescu (Junior Brand Manager Cif), Denisa Coman (Brand Building Assistant Household Cleaning).

The MullenLowe was formed of: Eugen Suman (Executive Creative Director), Simina Zidaru (Copywriter), Alina Nechita (Art Director), Adrian Chiuhan (Head of Strategy), Alina Balan (Client Service Director), Ionela Ionescu (Account Manager).

Romanita Oprea

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