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Rapping Romanian Builders Flow for Friends\TBWA

Creative 313 Add to collection

Lyrics as smooth as plaster in this comedic music video for building materials brand Rigips Saint-Gobain

Rapping Romanian Builders Flow for Friends\TBWA
Friends\TBWA Bucharest are taking full advantage of the Romanian language with this comedic rap video for their client Rigips Saint-Gobain and new product Supertop plaster. “Glet Rich or Die Tryin’” is a pun on the local word for ‘plaster’ – and the video sees a crew of tradesmen celebrating the product with lyrics as smooth as a freshly-skimmed wall.

The agency recruited local comedians to play the part of the plasterers and builders. Speaking to local Romanian publication IQads, the creative director Eugene Suman said that brief from the client afforded the team a lot of creative freedom – the only restriction was that the video needed to be at least two and a half minutes long and needed to include all of the key product benefit.

Marketing Manager Oana Davidoglu said that she admired the ‘courageous solution’ that the agency came up with and so her team didn’t feel the need to interfere with the strategy – resulting in a surprisingly quick turnaround. Internally, the team at Saint-Gobain Rigips Romania has embraced the track and the video.

Since its launch in the summer, the video has garnered over 1.4 million views on Youtube.


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Music

Artist: Liviu Pîrvu (Sez), Vlad Dobrescu & Alex Mocanu

Singer/Songwriter: (lyrics) Teodor Chiripuci & Alex Mocanu

Post Production / VFX

Post Production Company: Avanpost

Client

Advertiser: Saint-Gobain Rigips Romania

Production Company

Director: Alex Coteț

Production Company: Blind Cat Production

Creative Agency

Account Director: Oana Andrei

Account Management: Lorena Zincenco

Art Director: Cristina Cazacu

Client Service Director: Ioana Teodorescu

Copywriter: Teodor Chiripuci

Creative Agency: Friends\TBWA Bucharest

Digital Strategist: Alecsandra Apostolescu

Executive Creative Director: Eugen Suman

Group Creative Director: Ruxandra Matache & Anca Băcilă

Social Media: Vlad Mareș

Strategist: Adriana Vasile

Genres: Music performance, Comedy, People

Categories: Music video, Short Films and Music Videos

LBB Editorial, Fri, 26 Oct 2018 15:38:49 GMT