On January 30, 2017, at 10:30 PM, under the pretext of poor prison conditions reported by E.U., the government passed an emergency ordinance that would help corrupt politicians escape justice and this decision leads to Romania’s greatest post-communism protest.


Primus, a small brand of construction materials, focused on responsible honest handymen, wanted to show support for a protest that fights dishonest decisions. The brand made a public commitment to solving the heart of the issue: if the government repeals the ordinance in due time, Primus will donate renovation materials for fixing up Romanian prisons.


For each day the government postpones the decision, the brand would help renovate Fewer prisons. As a result, 18th prisons are today renovated with Primus adhesives, grout, and concrete screed.


Role: Director / Creative Director input | Agency: Rusu+Bortun

Additional credits: Catalin Rusu - CCO / Mihaela Neatu - GCD / Marc Bortun - CD / Mircea Craciun - GCD / Bogdan Pop - AD / Ovidiu Hodorogea - AD / Madalina Pop - CW / Miruna Poptop - CW / Alina Buzatu - Head of Strategy / Anca Uscatescu - Designer

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