1. URSUS One of Romania’s best Grant McKenzie VP Marketing

3. Understand Foundation 1

4. Inspiration only comes from understanding

6. There are universal icons that hold a coveted position in the hearts of Modern Romanians

7. Danube Delta – UNESCO heritage area – Best of Romania

8. Nadia Sporting icon Best of Romania

9. Brancusi Sculptor Best of Romania

12. And produces a brand ambition Brand Essence: Role model, inspiring Romanian progress Ursus is a Romanian icon that encourages me to continue on my journey towards my goals

13. Our Marketing Model Foundation 2

14. This is the fun part, right..?

16. Are these best their class?

19. Inspired by a giant failure…who became the world’s greatest storyteller

20. Our team goal was obvious

21. Archetypes Creator Explorer Innocent Jester Lover Ruler Magician Regular Guy Outlaw Sage Hero/warrior Caregiver All great stories tend to revolve around classic archetypes

23. What is the story? The story of a brand that always has had a simple but challenging Ambition Produce the Best Romanian Beer The story that the brand recognises and respects in other Romanians Inspiring RO Life Journeys Ambition to go higher, further, beyond.

24. Stand Out Our Stories don’t look like other beer ads Foundation 3

26. We then wanted to share the brand story

30. It’s about the team! Foundation 4

31. Business Team – long term protection Marketing HR Sales Finance & Legal Corporate Affairs Technical Brand URSUS

32. Communication Team Digital Agency Trade Team BTL Agency Media Agency PR Agency ATL Agency Brand Guardian