The proposed law would have allowed unrestricted hunting in fields without landowner consent and lifted limitations for foreign hunters. Romania was the last EU country still permitting skylark hunting and few people knew it was about to get worse.
The challenge was not just to raise awareness, but to mobilize public pressure quickly enough to influence legislation. No budget. No media spend. Just an idea strong enough to travel.
We built the campaign around a simple, emotional truth: if people could hear what was about to be silenced, they would care.
A powerful video featuring opera singer Andreea Ilie became the campaign’s catalyst, transforming a political issue into a human story. The creative direction was intentionally stark and poetic, allowing the message to resonate without distraction.
The website gathered clear information and invited people to act. Everything pointed toward one goal: sign the petition.
The campaign generated national and international buzz, went viral organically, and mobilized thousands of signatures within weeks.
The public pressure contributed to changing the law, preventing the mass killing of songbirds.
The project went on to win multiple awards, including a Cannes Gold Lion and a Gold Effie, but the real result was the legislative change.
Credits
Advertising Agency: Jazz, Bucharest, Romania
Creative Director: Valentin Suciu
Group Creative Director: Andreea Ghenoiu
Art Director: Raluca Matei
Copywriters: Andreea Ghenoiu, Valentin Suciu
Illustrator: Mario Nicolae
Additional credits: Octavian Belintan, Irina Pencea, Tino Furtuna, Andreea Ilie, Sierra String Quartet
AWARDS
GOLD - Effie Awards
GOLD Lion – Cannes, Entertainment Lions for Music
GOLD - PR Award
GOLD - FIBRA Awards
PR Awards – Golden award for excellence, Category: Environmental Projects Communication
PR Awards – Silver award for excellence Category: Media Relations
PR Awards – Golden award for excellence Category: Public Affairs, Advocacy, Lobby
PR Awards – Golden award for excellence Category: Buget -, Creativity +
Internetics – Interactive campaigns – Digital component of an integrated campaign Social campaigns, Political & Awareness Messages
