regina maria, Google Vs residency exam.

Local Campaign, Product design, Activation.

If people treats Google as a doctor, let’s test it as a doctor. 

In Romania self medication is a huge problem, so big that the pharmacists lax behaviour has turned the country into the most antibiotic resistant in the world.

We helped the country fight this tension by triggering a national conversation and increasing the doctor appointments by 43%.

Agency: McCann Bucharest
Role: Creative Director / Copywriter

Creative team McCann: Jonay Sosa + María Carrillo, Ruxandra Papuc, Lia Bira.

CCO: Catalin Dobre