The case of Rosia Montana in Romania is now internationally known. Rosia Montana is a locality in Transylvania region where Gabriel Resources, a Canadian mining company, in collaboration with the Romanian government, want to exploit the gold mines by using cyanide. Activists fighting against the project used creative ads to spread their message.
This mining project has stirred quite a popular controversy in Romania, with streets protests and fierce advertising campaigns pro and against the exploitations.
Various NGOs and many environmentalists are against the Rosia Montana Gold Corporation mining project. The Alburnus Maior organization gave birth to Save Rosia Montana movement to fight against the new mining law that the Romanian Parliament wants to adopt.
In order to make their voice heard, the Save Rosia Montana activists commissioned Papaya Advertising to produce a campaign against the mining project at Rosia Montana. The Bucharest-based agency describes itself as doing engineered creativity, not mere artistic work.
The materials they have created became instantly viral and are a good example for a creative advertising campaign. In the two videos Papaya Advertising created, they play with the feeling of the viewer and try to stir strong emotions – whether positive or negative.
The campaign pushes the viewers to take a stand: either strongly agree with the exploitation project, or completely disagree with it. This is simply the role of good advertising: to awaken strong passions and make a person decide if (s)he is pro or against a product, service or initiative.
Dragos Bucur removing his tooth. Photo source: agentiadepresamondena.com
One of the videos uses Dragos Bucur, a Romanian actor, placed in a very dramatic scenery – in a historical site at Rosia Montana. Soaked-wet, the actor takes off all his gold jewelry, watch, and in the end he removes a tooth and remains bleeding in the pouring rain.
Another video presents Maia Morgenstern, a Romanian well-known and appreciated actress, taking off her jewelry and culminates with her ripping off her ears when she tries to take off the earrings.
The message that follows both videos is the following: A man is worth more than the gold he wears. So is a country. Find out the truth about Rosia Montana, not about its gold.
Maia Morgenstern’s ear bleeding. Photo source: unica.ro
Try looking at these videos, it’s a campaign that you will definitely appreciate if you are into creative advertising.
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