EMBRYOS
CAMPAIGN, OOH
STRATEGY MARA PETCANA & ANCA TENEA
YEAR 2026
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Embryos came to us with the task of bringing its fertility message into the public space. The campaign was developed for OOH placements in Bucharest, including Metrorex and Piața Victoriei, with one clear idea at its centre: fertility does not follow a single timeline.
We built the campaign around the message “Tu decizi când. Știința face restul.”, creating a visual language that feels approachable, clear and human. The communication speaks to different fertility journeys, from those choosing to postpone having a child to those going through infertility or hoping to start a family now, while positioning Embryos as a source of support throughout that journey.
The final campaign was designed to be immediately understood in a busy urban environment, balancing a strong headline with warm imagery and concise supporting messages.
