Belenkaya
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Belenkaya

Solentis
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Solentis

Packaging Alexandrion
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Packaging Alexandrion

Fox
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Fox

The request: the kind of TVC that makes you run to the fridge

The idea: a wordless and eye-candy love story between the Sandwich Toast Salami and the toast bread

Spor
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Spor

The request: a campaign that will make redecorating attractive for young people

The idea: sometimes, people use to make their own lives harder, Spor people don’t

Frappissimo
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Frappissimo

The request:  To create the name and identity for a new Gelatissimo product

The idea: Since the product was a frape drink, we created a summerish visual identity for it and gave it a suggestive name

News

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the Syndicate and Bramac: new stories, same characters

He was determined and he faced strong wind, aggressive rain and overwhelming sun in last year’s TVC and it wasn’t in vain: the analysis of the sales results and of the indicators led to bringing back the “Bramac Scottish” character. He’s continuing his “adventure” in the launching of “Bramac innovates roof surfaces” campaign.

In 2011, the story is more ample, it detects more aspects and communicates more of the Bramac brand dimensions. Now, the stakes are higher, because the surfaces that were communicated: NOVO – the new standard of roof’s surfaces, PROTECTOR and MONTERO give full meaning to the statement “Bramac innovates roof surfaces”.

the Syndicate chose to approach an emotional type of communication, bringing in forefront, besides the indisputable quality of Bramac surfaces and elegance, the out-of-the-box aspect that comes as an invite to the creativity manifestation in the construction field.

This year’s TVC finds the “Scottish man” in a more firm situation, more secure and determined, placing his steps trustfully on the houses’ roofs in a dusty city overwhelmed by sun. Positioning the character on the roofs, outline two important messages, which Bramac wants to transmit: NOVO surface is the standard of roofs and Bramac is on an ascending path of placing itself as high as possible in this particular field of activity and satisfying the consumer’s necessities.

“Bramac innovates roof’s surfaces” message is communicated in an integrated campaign on TV (Antena 3, TVR1, TVR2, Discovery, Realitatea, National TV, N24 PLUS, AXN, AXN Crime and AXN Sci-Fi), in constructions specialized print and online. Along with the www.bramac.ro website relaunch, the internet became an even more important component in Bramac’s channels of communication.

Bramac is a company that is present in countries such as: Austria, Hungary, Slovakia, Slovenia, Croatia, Bulgaria, Serbia, Montenegro, Bosnia-Herzegovina. It is present on the Romanian market for more than 15 years, placing itself as a leader in complete solutions for covers.

the Syndicate and Bramac: new stories, same characters

He was determined and he faced strong wind, aggressive rain and overwhelming sun in last year’s TVC and it wasn’t in vain: the analysis of the sales results and of the indicators led to bringing back the “Bramac Scottish” character. He’s continuing his “adventure” in the launching of “Bramac innovates roof surfaces” campaign.

In 2011, the story is more ample, it detects more aspects and communicates more of the Bramac brand dimensions. Now, the stakes are higher, because the surfaces that were communicated: NOVO – the new standard of roof’s surfaces, PROTECTOR and MONTERO give full meaning to the statement “Bramac innovates roof surfaces”.

the Syndicate chose to approach an emotional type of communication, bringing in forefront, besides the indisputable quality of Bramac surfaces and elegance, the out-of-the-box aspect that comes as an invite to the creativity manifestation in the construction field.

This year’s TVC finds the “Scottish man” in a more firm situation, more secure and determined, placing his steps trustfully on the houses’ roofs in a dusty city overwhelmed by sun. Positioning the character on the roofs, outline two important messages, which Bramac wants to transmit: NOVO surface is the standard of roofs and Bramac is on an ascending path of placing itself as high as possible in this particular field of activity and satisfying the consumer’s necessities.

“Bramac innovates roof’s surfaces” message is communicated in an integrated campaign on TV (Antena 3, TVR1, TVR2, Discovery, Realitatea, National TV, N24 PLUS, AXN, AXN Crime and AXN Sci-Fi), in constructions specialized print and online. Along with the www.bramac.ro website relaunch, the internet became an even more important component in Bramac’s channels of communication.

Bramac is a company that is present in countries such as: Austria, Hungary, Slovakia, Slovenia, Croatia, Bulgaria, Serbia, Montenegro, Bosnia-Herzegovina. It is present on the Romanian market for more than 15 years, placing itself as a leader in complete solutions for covers.

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the Syndicate creates the new design of Banca Romaneasca’s credit cards

Banca Romaneasca launched a new line of credit cards with the help of “the Syndicate” agency.

Having in mind the importance of this project and the long life of the new design, Banca Romaneasca chose the Syndicate.

The agency understood the need for a non-perishable in time concept regarding the visual aspect and the usage of a powerful symbol, easy to adapt to the whole credit card line, in a different and attractive way for the bank’s clients.

the Syndicate answered Banca Romaneasca’s clients requests, that wish to be better represented by their cards. The cards are an important holder of the bank’s message, that represents the values and the choices of its users.

The chosen formula, placed under the concept “The Light” is aspirational, using an universal, positive symbol – light – with a vast symbolic interpretation, that communicates trust, security, confort and, last, but not least, optimism.

The new line of credit cards includes the CIP technology, which will increase the safety of users’ transactions, was launched on the market in October 2010.

the Syndicate team:
Razvan Vasiloiu – Strategic Planner
Florin Olingheru – Art Director
Ileana Dumitrescu – AccountManager

the Syndicate creates the new design of Banca Romaneasca’s credit cards

Banca Romaneasca launched a new line of credit cards with the help of “the Syndicate” agency.

Having in mind the importance of this project and the long life of the new design, Banca Romaneasca chose the Syndicate.

The agency understood the need for a non-perishable in time concept regarding the visual aspect and the usage of a powerful symbol, easy to adapt to the whole credit card line, in a different and attractive way for the bank’s clients.

the Syndicate answered Banca Romaneasca’s clients requests, that wish to be better represented by their cards. The cards are an important holder of the bank’s message, that represents the values and the choices of its users.

The chosen formula, placed under the concept “The Light” is aspirational, using an universal, positive symbol – light – with a vast symbolic interpretation, that communicates trust, security, confort and, last, but not least, optimism.

The new line of credit cards includes the CIP technology, which will increase the safety of users’ transactions, was launched on the market in October 2010.

the Syndicate team:
Razvan Vasiloiu – Strategic Planner
Florin Olingheru – Art Director
Ileana Dumitrescu – AccountManager

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the Syndicate speaks out the truth

Bramac and the Syndicate decided that it’s time for the world to find out what really protects the valuable things.

Why? Because the truth was left aside for too long, creating room for compromises with other cover systems.

Because Bramac roof is a real solution to a real carefree life, in quiet and in an ideal temperature, forever.

Made from mortar and cement, at the perfect weight to resist any environment elements, once it’s placed on the house, Bramac roof ensures the client’s comfort through safety, durability and, also, the neighbors’ admiration for a beautiful house.

the Syndicate, full service ad agency, that is in charge of all Bramac’s brands assumes that this campaign won’t go unnoticed. “We are happy we managed to speak out the truth, just as Bramac does speak out the roof’s real name”, the Syndicate’s officials declare.

The campaign is on a national level and will be broadcasted on TV (TVR1, N24, National TV, Antena 3, Realitatea TV, National Geographic, Discovery, Universal Channel), print, internet, outdoor and POSM.

Bramac officials declare that the Syndicate understood the brief perfectly and were in the search for something courageous, that will draw the attention and strenghten the name of Bramac, leader on the roof market. “We are expecting, also, that this campaign to be taken over by other countries and the consumers to understand the advantages of using our roofs”, Cristiana Stoica, Bramac Marketing Director, declares.

the Syndicate speaks out the truth

Bramac and the Syndicate decided that it’s time for the world to find out what really protects the valuable things.

Why? Because the truth was left aside for too long, creating room for compromises with other cover systems.

Because Bramac roof is a real solution to a real carefree life, in quiet and in an ideal temperature, forever.

Made from mortar and cement, at the perfect weight to resist any environment elements, once it’s placed on the house, Bramac roof ensures the client’s comfort through safety, durability and, also, the neighbors’ admiration for a beautiful house.

the Syndicate, full service ad agency, that is in charge of all Bramac’s brands assumes that this campaign won’t go unnoticed. “We are happy we managed to speak out the truth, just as Bramac does speak out the roof’s real name”, the Syndicate’s officials declare.

The campaign is on a national level and will be broadcasted on TV (TVR1, N24, National TV, Antena 3, Realitatea TV, National Geographic, Discovery, Universal Channel), print, internet, outdoor and POSM.

Bramac officials declare that the Syndicate understood the brief perfectly and were in the search for something courageous, that will draw the attention and strenghten the name of Bramac, leader on the roof market. “We are expecting, also, that this campaign to be taken over by other countries and the consumers to understand the advantages of using our roofs”, Cristiana Stoica, Bramac Marketing Director, declares.

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Opinions

Our vision in words

razvan-vasiloiu-thesyndicate1-cover-800-cover-800-cover-800

Brieful intern trebuie sa vorbeasca mult mai mult despre viata oamenilor, despre temerile lor

Care sunt situatiile in care pui brieful sub semnul intrebarii si-l intorci pe toate partile inainte sa zici “da, domle, e ok”? Raspunsul lui Razvan Vasiloiu (Strategic Planner & co-owner, The Syndicate): toate. Mereu, vorba corporatistilor, challengiuesti brieful de nu se vede, “pana ii e clar si clientului de ce a scris informatia respectiva sau de ce nu apare alta relevanta”.

Printre cliseele care-si fac loc intr-un brief este cel legat de descrierea demografica a targetului. Adica varsta celui caruia te adresezei, cati bani face dumnealui pe luna si asa mai departe. Sunt si altele clisee, mai mult sau mai putin agasante, dar se pare ca asta este la categoria “exasperare”.

Cum au fost briefurile pentru Algida si Bramac? Nu stim exact, dar stim cum, cel mai probabil, nu au fost: lungi cat o zi de post. Pentru ca, ne spune Razvan:

“Nu intotdeauna un brief foarte complex si lung este cel mai bun – poate nu degeaba se numeste brief. El trebuie sa fie ca un ghid, nu ca o lucrare de business.”

 

Rolul briefului

In perceptia clientului e doar un formular, in prea multe cazuri.  Pentru CS este traducere si adaptare a briefului clientului. In perceptia strategiei, e vorba de a gasi single-minded-proposition. Iar pentru creatie este un document care sa inspire, dar si un to-do list,

 

De cate feluri?

Avem asa: brieful trebuie-sa-facem-si-noi-campania-asta; Brieful trebuie-sa-facem-ceva; Brieful trebuie-sa-vindem-multmaimult; Brieful trebuie-sa-fie-cea-mai-tare-campanie.

 

Cel mai scurt brief

Cel mai scurt a fost si cel mai vag. Brief: uite, asta e produsul, faceti un brand. A iesit foarte bine pentru ca am pus 128 de intrebari la debriefing.

 

Clisee

Nu toate cliseele sunt exasperante, ci numarul lor. Daca un brief e plin de clisee, atunci e greu sa scoti ceva, sa intelegi industria/categoria si brandul.

Intalnim foarte des “cresterea vanzarilor”, “cresterea cotei de piata”, insa ele sunt bune, caci pentru aceste obiective facem campanii – daca ne sunt ulterior si detaliate, nu mai raman (la fel de) exasperante.

Exasperanta este o descriere demografica a targetului, de exemplu 25-55 y.o., medium income, care nu ajuta pe nimeni cu adevarat, ci doar bifeaza un capitol de completat.

 

Challenging the brief

Intotdeauna. Este parte din cultura noastra si parte importanta in constructia oricarei campanii.  Intotdeauna lucram asa, “challenging the brief” si fiecare aspect al briefului pana ii e clar si clientului de ce a scris informatia respectiva sau de ce nu apare alta relevanta.

 

Brieful intern

Intotdeauna e nevoie de brief, forma sa poate sa difere. Un creative brief poate fi o melodie, o poza, un film.

Povestea TVC Salam Sandwich Fox a fost inspirata de un film despre tango si ce reprezinta acest dans pentru practicanti.

 

Campania pentru Algida “Tu faci vara” a plecat de la wallpaper-ul cu o poza a unei plaje din Bali, iar TVC-ul Bramac vs Olimp ne-a fost „starnit” de Legendele Olimpului.

 

Sa faci Copy/Paste dupa brieful clientului e cel mai mare pacat, pentru ca este total neproductiv. Brieful intern trebuie sa vorbeasca mult mai mult despre viata oamenilor, despre obiceiuri, despre temerile lor, despre clisee.

1. Brieful complex – nu intotdeauna un brief foarte complex si lung este cel mai bun – poate nu degeaba se numeste brief – el trebuie sa fie ca un ghid, nu ca o lucrare de business.

2. Briefurile cu grafice – nu inseamna neaparat ca e informatie relevanta pentru creatie, informatiile de business trebuie sa fie traduse.

3. Brief facut in 2 ore – nu are cum sa functioneze cu adevarat.

 

De la voi. Cin’ le scrie cel mai bine?

Am intrebat pe toata lumea, e unanim, cica eu. Ideea e ca este unul din rolurile cele mai importante ale strategiei.

 

Un mesaj pentru telespectatori

Clientilor: faceti briefuri, cel mai rau e sa nu faci briefuri.
Echipei: faceti briefuri memorabile.

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