Contest / Web / OOH

Alexandrion: România versiunea 1.0.0

For Romania’s centenary, Alexandrion let any designer in the country draw its special-edition label. We built the platform that got 350+ to try.

Client: Alexandrion Group
Brands: Alexandrion
Year: 2017
Markets: Romania
What we did: Platform, Idea, Website, Video content, Special OOH, Banners, Social

We had been running Alexandrion’s social media since August 2017 when the brand team came back with a bigger brief. Romania’s centenary fell in 2018, and Alexandrion wanted a design contest for the label and cap of a special “Alexandrion 100” bottle. Open to anyone in the country. Theme: Romanian traditional motifs. Target: younger than the brand usually reaches. We built a platform around it and called it “România versiunea 1.0.0”, a country that updates itself, like the bottle.

Timelapse of the Calea Victoriei wall going from blank canvas to three finished designs, each a candidate for the next Alexandrion label.

Spirits can’t advertise outdoors in Romania. So we took a wall on Calea Victoriei, next to the University of Arts, and had graffiti artists paint three designs that rework old Romanian masks and motifs. We framed each one in the outline of the Alexandrion label and added the contest URL. Any of them could have been the next label. So could yours.

The site, alexandrion100.ro, took the uploads, kept a live entry counter and ran the vote. Around it we made videos with the folk band Cobzality and a traditional barrel ice-cream maker, plus banners, social posts and IQads advertorials.

Launch key visual: a designer's head full of Romanian motifs beside the bottle breaking out of its shell.

Six people from Alexandrion’s brand team and our Creative Director picked three finalists for a public vote. The winner was Ciprian Burzo’s “Hora”: the two zeros of the 100 form a hora, and the 1 points to the Endless Column. We put it on a 3D bottle for 1 December, Romania’s National Day.