PortfolioLaura Leonte

BRIEF:

Napolact is best know for its clean recipes. In 2025 they launched a drinkable yoghurt with natural ingredients, real fruits and live cultures and wanted every parent to notice.

INSIGHT:

Parents often find themselves saying no to their kids’ cravings for unhealthy snacks.

IDEA:

FREE TO CRAVINGS

Pofticios gives kids the freedom to give in to their cravings, and parents the freedom to finally say yes.

BRIEF:

In 2026, the Austrian health and beauty retailer launched in Romania and wanted to become the #1 destination for beauty products.

INSIGHT:

Beauty is a world of possibilities, made personal by each of us.

IDEA:

#FREEYOURBEAUTY

Beauty is yours to explore and discover. BIPA gives you thousands of products at affordable prices, and the inspiration you need to do so.

BRIEF:

Turn the same old cash prizes into a promo people would actually care about.

IDEA:

THE INHERITANCE

Instead of simply giving away money, we brought to life a fantasy everyone secretly shares: inheriting a fortune from a rich, distant aunt you barely knew existed.

RESULTS:

The most succesful promo campaign of the decade for Pepsi and Lays.

BRIEF:

Raise funds for more pediatric heart surgeries.

INSIGHT:

People are more likely to donate when they receive a tangible token for their donation.

IDEA:

THE HEART SEWING KIT

A DIY heart brooch sewing kit with a uniquely shaped heart that transforms donors into metaphorical surgeons.

RESULTS:

We raised close to 40.000 euros that funded 40 life saving surgeries for 40 babies.

Gold Effie (2019), Global Grand Effie Finalist

BRIEF:

DONA Drugstores were positioned as The pharmacy like all should be: not a supermarket for pills, but a trusted healthcare expert.

The challenge was to create a promotional campaign that could drive sales without compromising equity.

IDEA:

O VARĂ AFARĂ (A SUMMER OUTSIDE)

At the time, a widely shared study revealed a striking reality: children were spending less time outdoors than prison inmates, while screen time was rapidly taking over.

We turned a promotional campaign into a platform for a bigger conversation, using the brand’s reach to put children’s screen habits in the spotlight.

In 2011, Leroy Merlin launched in Romania and called a pitch to appoint their local agency. We built our proposal around a very local insight: For Romanians, renovating their home signals that they are moving forward in life.

They take great pride in upgrading their homes and are keen to show off the results to... pretty much anyone.

I played a double role in the project: Creative Director and Creative Planner.

We won the pitch on the spot, after I presented it in French.

The TVCs are directed by the acclaimed filmmaker Cristian Mungiu.

BRIEF:

ALTEX is positioned as the electronic retailer with the lowest prices in Romania.

IDEA:

MADAM MULTEMEDIA

We built the campaign around a character everyone knows: the nosy old lady who needs to know everything happening in the neighborhood.

Thanks to Altex’s low prices, her curiosity got a serious tech upgrade. Her apartment became a fully equipped observation center, packed with all the technology she needed to spy keep a very close eye on everyone and everything around her.

(Creative) Director: Bogdan Naumovici

This is the biggest most successful campaign I worked on.

After the surprising impact of the first round of executions, the campaign was exported all over the world, reshot in Asia and Africa for character relevance.

IMPACT:

It raised Tide market share from 4% to 12% in Romania after the first year.

Tide for Supermoms brought home the first Euro Effie in Romania and numerous grand prix and gold efficiency prizes.

Leo Burnett became Worldwide Creative HQ on the brand.