Problem: promoting the apartments constructed by Adama, a real-estate company that is well known in Central and Eastern Europe.
Strategy: The campaign was centered on the core value of these apartments: they are extremely spacious.
Solution: The “heart” of the whole campaign was based on the huge difference between Adama apartments and what Romanians are commonly used with: “communist” apartments, looking like a “match box” , suffocating and crammed with several things. That is the reason why we have focused on the idea of spacious, modern, fresh apartments, exaggerating their defining quality: they are so spacious that you need binoculars to watch TV.
