Client: Cărturești
Agency: Cheil Centrade
Project: Cărturești x summer festivals
The brief
This summer, Carturesti, Romania's biggest chain of book shops, was present as a cultural partner at 3 different festivals, all with very distinct themes, profiles and targets.
They needed to be a visible partner as they sell products which can enhance the mood and theme of each festival.
Our angle
Festivals, albeit great, are energetic vampires. They exhaust us and deplete us of energy by the end of it. But, with a place like Carturesti, both at the festivals and online, you can keep the party going. Plus, in the consumer journey, people are more inclined to buy products from Carturesti AFTER the festival, to feed their newly discovered passions.
By purchasing amazing items, you can remain in the same mood and extend it even after the event ends.
Concept:
Carturesti creates the festival at home.
Umbrella line
There's life after the festivals. With Carturesti, you're still there.
/ Exista viata si dupa festival. Carturesti inca acolo.
What we did:
A mixed-media partnership campaign with videos which mark the connection between what happens at each festival blended with Caturesti.
TOV: slam poetry with plenty of wordplays.
Brand Minds is a festival of personal and entrepreneurial development, aimed at the corporate sector. This year's guest speaker was Nassim Nicholas Taleb.
ComiCon is the festival that reunites cosplay, manga and anime under one roof.
Whereas Electric Castle is a huge music festival, blending different musical genres and audiences on big stages.
