Miruna Dumitrescu
General Creative Director at Publicis Romania
Bucharest, Romania
TitleThe Number 1 Romanian's Mustard
Campaign The number 1 Romanian's mustard
Advertiser LaMinut
Brand LaMinut mustard
Date of First Broadcast/Publication 2017 / 12
Business Sector Seasonings
Philosophy Jazz Communication continues to bring different and creative approaches to the campaign for its clients and comes with a new innovation, an 100 % stop motion images video realized for LaMinut mustard brand.

To make the video possible, Jazz worked, for the first time, with Carioca, which is specialized in still execution and video advertising and is an internationally known studio, that scooped a series of awards over the time, including at Cannes Lions.
„The number 1 Romanians’ mustard” couldn’t be missing from preparing the Romanian traditional Christmas recipes, being alongside the Romanians on the most beautiful moments spent with the dear ones, in the family. Moreover, LaMinut proposes itself to celebrate the hard work and the ones that do it.

Therefore, starting from the insight that it feels different when you eat the meat you helped get prepared in the Christmas Eve and take part in the celebrations that you worked for (if you had mixed the minced meat, if you had put the sausages on the balcony or if you just watched, but you were there), the Jazz team proposed itself to show the variety in which the meat is “worked”, with the occasion of Christmas celebrations and also celebrate the Romanians that worked hard for it. It’s a joint effort; every family and community member bringing its input to the final result.

Moreover, the limelight falls this time around on those who work the meat and make sure that the products coming out of it are as delicious and appreciated as possible by the whole, extended family.
Media Type Digital
Creative Partner
Group Creative Director
Head of Art
Art Director
Account Director
Account Executive
Creative Planner
Managing Partner
Commercial Director
Head of Marketing


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