Work / Raiffeisen Bank Romania
unOriginal
Integrated Campaign · Art Direction — 2025
Published commercial work
The challenge
NGOs keep starting from zero. Only some social good campaigns create real change — while many others spend scarce budgets rebuilding solutions that have already been tested somewhere else. And the industry rewards originality, not impact.
Insight
Sometimes the bravest thing you can do with a good idea is to give it away.
The idea
Doing good doesn’t need to be original. It needs to be done.
The work
unoriginal.work is a free platform where agencies and brands upload campaigns that already worked, and NGOs anywhere download, adapt and run them — key visuals, video and case studies included. It swapped creative ego for a circular economy of ideas, and moved Raiffeisen Bank from funder to facilitator. Launched in November 2025 at Creativity 4 Better with a video manifesto, then pushed with activations aimed at the people who own good ideas: an LED truck in London, the Nasdaq Tower in Times Square, and targeted messages to agencies and NGOs.
My role
Art Director
Agency: MullenLowe Romania
Credits
- Bogdan Dinu — Group Creative Director
- Alex Petrescu — Creative Director
- Simina Leotescu — Strategy Director
- Andrei Ropota — Senior Copywriter
- Mircea Solomiea — Art Director
- Ranete Alexandru — Art Director
- Alexandru Demeter — 3D Graphic Designer
- Adrian Radu — AV Producer
- Media: Initiative Romania · Development: Middleout
Outcome
- Golden Drum 2026 — Silver, Social Good
- Golden Drum 2026 — Bronze, Omni-Channel
- TOP ADC*RO, May 2026 — 3rd place
- 287 NGOs, 22 campaigns and 828 downloads on the platform (unoriginal.work, October 2026)
- NGOs from 65+ countries; communication reached 19M+ people with ~42M views (as reported in trade press)