Cirstea & Minton (McCann Bucharest): “We think our platform can become a great HR tool for the Romanian Creative industry”

Newsroom 30/09/2016 | 18:34

Adina Cirstea, Copywriter & Bryan Minton, Jr. Art Director, McCann Bucharest are looking for funding that will help them take part in the ADC Awards Europe 2016’s Young Jury. Following the brief received from the organizers, the duo came up with a very creative and inspiring idea – Creativesbnb. BR found out more about the idea and the project.

Romanita Oprea

Last year, another team from Romania took part in the same Jury, you can find out more in the interview with Simona Suman and Dragos Raicu, here.

What was the brief given?

The brief was to create a campaign to raise funds so our team can get to ADC Awards, in Barcelona. We knew that if we manage to raise the money, this would not only cover the expenses for the trip, but it would also grant us access on the ADC Awards Young Jury.

How did you come up with the creative idea?

We were looking for insights related to our creative industry. And we realized that even though we live in the most connected era, young creatives find it hard to get in touch with Creative Directors. Most of the time their e-mails get lost among thousands of other mails. Or they simply can’t get their personality across over an e-mail or a Facebook message. So we thought there should be a better medium for them to make a true connection.

This is how Creativesbnb started. We set up a platform where young aspiring creatives can interact with CDs in a more personal way, not over emails or Facebook messages but one to one, in the homes of the Creative Directors. There they could enjoy a cool experience, like playing FIFA or having brunch in the kitchen, or even sleep there for 1 night.

Because we also had to fund our trip to Barcelona, we invited people to bid on these experiences on the Facebook page Creativesbnb.

What were the criteria of choosing the creating director? 

We didn’t actually choose the Creative Directors, we asked every Creative Director in the industry. Everyone loved the idea and most of them joined our platform. Some, however, due to logistics reasons, couldn’t participate, and we understood that.

In the end, we gathered almost 20 Creative Directors who were very excited to meet new talents and we have to thank everyone again for getting involved. The meetings are happening as we speak and we are hoping some good connections will be made.

What are your expectations for the campaign?

We think our platform can become a great HR tool for the Romanian Creative industry. So our objective is to develop it and connect even more young creatives with Creative Directors.

What about your presence in the ADC Europe’s Jury? What would that represent for your career?

This is clearly an important career step for us. And we are really excited to be there and meet great Creatives from everywhere, including Adrian Botan, who is the President of the Jury. We will be exposed to some of the finest ad works there so we promise (at least ourselves) to do better work when we return.

What were the most important moments of your career so far?

For both of us, getting to McCann Bucharest was the moment that will bring many other important moments in our career. Thank you, Catalin (Dobre), thank you Simona (Suman). They were the first ones to believe in us. Now, our presence in the ADC Europe Young Jury confirms that we are in the right place.

What pieces of advice did you receive from your colleague Simona Suman prior starting the campaign?

A lot of them. Simona has always been supportive of our work and she inspired us to come up with something that would make us win. And so we did. In Romania, for the moment. Our campaign will be also judged in Barcelona, so we’re hoping to win there too.


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