My Portfolio & CV

1. Simona
Lazar
�
copywriter

2. hello!
My name is Simona
and I currently write
copy for a living.
You are now looking at my
Curriculum Vitae Portfolio.
I hope you will be
genuinely delighted.
Let’s move on.

3. facts
Born and raised: Educated: I speak, write, read: Contact information:
» 16.06.1988 2007 – 2010 English & German 0721609718
» In Arad, a city very Academy of Economic Studies fluently
far away from here. » Bucharest » Bachelor Str. Borsa, nr.37,
in Business Economics » French & Spanish sector1, Bucharest
German language semi-fluently
simonelzr@yahoo.com
2004 - 2007
National College
Moise Nicoara » Arad

4. professional path
& achievements
Present: Before making a use of my
creative side I worked as a:
Copywriter
Mercury360 Recruiting Consultant
Communications Sunset Blvd Agency,
Bucharest
Junior Copywriter
Mercury360 Journalism Intern
Communications Observatorul de Arad
Trainee Copywriter Model and Hostess
Mercury360 Prima Models Agency, Arad
Communications

5. clients
Dr. Oetker Peroni Western Union Raffaello
» Paula Tetra Pak SCA Nivea
» Milkshake Coca Cola » Libresse Heidi
» Coca Cola » Tena Albalact
» Cioco Latte
» Burn Vellant Publishing House Ministry of Health,
» Crem Pudding Ministry of Transport
» Décor » Cappy
» Nestea

6. allow me to brag
a little
Diplomas I own: Toefl IBT, grade 102 Trainings: Miscellaneous:
English Translator Certificate SAT Exams SIT Training I was a contestant in the
2007 SAT 1 and SAT 2 Young Lions Media
John Griffiths Competition,
Advanced Cambridge 3rd place at a national Strategic Tools Training Cannes Advertising Festival
Certificate, grade A blogging competition 2010
best personal blog Doru Panaitescu
Goethe Institute www.zappy.ro On-line Training
German Certificate,
level B2 On-pack promotions Training
Intermediary DELE Spanish
Certificate, grade 88
(out of 100)

7. work

8. Vellant Publishing House
Challenge
Create an inovative communication
campaign for Vellant Publishing
House, increase awareness about
their exquisite books and introduce
them to their young and complex
target.
Solution
We spread all 186 pages of a never
before published book to facebook
friends, key opinion leaders and even
the author himself, and asked them
to get inspired by the page.
We then published the book and
revealed the name of the author.
Results:
We significantly increased all of our
clients value indicators.
The campaign was featured in
creativity online, creativereview,
advertising age, advertlover, adoho-
likand many more. I was invited to
host a Cultural Marketing Workshop
for students and talk about the
campaign.
short movie
about the click here
campaign

9. other work
that I’m
proud of
Western Union
Challenge
Come up with an attractive concept
to communicate the mechanism of
the promotion and the discount our
client was offering.
Solution
Concept1
We used the famous 3 in 1 idea,
to attract attention, appeal to the
target and also treat a serious
promotion with a bit of humour.
Concept2
The idea revolved around a popular
Romanian saying, in order to be sure
our target was reached, while also
being very visually appealing.
Results:
We won the pitch.
Headline » Intelligent housewives choose Western Union 3 in 1! Headline » Resourceful youngsters choose Western Union 3 in 1!

10. Innovative POSM 3 in 1 Coffee Flyer

11. Western Union
The Gift
Headline » A gift given in time is two times worthy.

12. happy, Client
Dr. Oetker
Summary
In two years’ time, I’ve had the chance You will see many executions for different
bright &
Brands: to work on tens of Dr. Oetker projects, brands. Some of them made it on air,
Paula, Décor, Crem Pudding, multiple brands, from ATL to BTL, complex others got a little lost.
concepts or just simple executions.
colorful I enjoy working for Dr. Oetker because they
are always colorful, bright and positive
stuff
and they mostly allow us to play and get
creative.
Headline » Summer’s coming, oh what joy, Headline » Have a taste of all the colorful Paula fruity spots! Headline » Paula's gift for you today is a furry friend to stay!
Paula’s taking me to the seaside!

13. Client Challenge: Solution:
Paula To sustain one of many Paula promotions, Because our target was mostly up to 10
we also had to do an on-line contest of years old, we designed a game for them,
our choice. Consumers had to enter the where they could decorate their own party,
site with a unique code and complete a invite friends and play some music. The
challenge. best decoration won a real life birthday
party, with Paula & friends as guests.

14. Topping & Milkshake
Headline » Everything tastes better with Topping. Headline » What do deserts want?

15. Décor
Headline » Dr. Oetker will color the messages to your loved ones. Headline » With Dr. Oetker, even your dreams will be sweet.

16. Crem Pudding
& Milkshake
Headline » What do you think of Crem Pudding? It’s Mmmmmmm! Headline » Milkshake. Amusingly Easy.

17. the Client
Peroni
Challenge: Solution:
italian job I worked on various campaigns for
Peroni, from ATL to BTL and anything in
between. The main focus was to shift the
To acchieve this, we divided the
communication plan into 3 different
platforms: Sport, Draught and Aperitivo.
consumer's perception and portray Peroni We had a photoshooting for each campaign
as more of a men's beer, while still keeping and sustained the platforms with various
a touch of Italian style. promotional on & off premise activities.
Headline » Live you life with passion and style. Headline » Live you life with passion and style.

18. the
work
goes
on
Tetra Pak1
Challenge
Propose a full 360
campaign that would
change consumer’s
perception about
UHT milk.
Make UHT the
alternative to loose,
farm milk.
Solution
We proposed
several clean, clear,
but creative ideas
that ultimately had
the same key mes-
sage: no matter how
you look at it, UHT is
better, healthier and
safer than farm milk.
We won the pitch.
Headline » Unpackaged milk is not as safe as you think. Headline » If you boil Lapte de vaca (cow milk),
you actually drink L pte e v c. You loose important vitamins like A, B, D and K.

19. Headline » If you saw how loose milk is handled, you would only buy UHT. On-line banner, same message

20. the one
that went
on air
Tetra Pak2
Challenge
The strategy now changed »
UHT was to be communicated
as the same healthy cow milk,
just better protected.
Solution
We proposed
We chose to do a very
educational campaign, that
would inform the consumer
about UHT’s benefits while
still being fun to look at.
To watch
the TVC click here
Headline » Daddy, where does milk come from?

21. one fun
project
Cappy body time
Challenge
Cappy wanted us
to launch their new
“Body Time”
sortiment, with the
help of a promotion &
activation campaign.
The product was
supposed to bring
your energy up and
vitalize you.
Solution
We tried to go far with
this one, by playing
with interaction
and entertainment.
The consumer would
be very involved and
immediately
experience the
benefits of the product.
Headline » Apathy? Refresh yourself with Cappy Body Time! Headline » Worn-out? Refresh yourself with Cappy Body Time!

22. Cappy body time
2nd Concept

23. how
to start
a fire
Burn
Challenge
Burn invited us to a
pitch to launch their
new 485 ml can.
More Burn means
more energy, so that
is what we chose to
communicate.
Solution
We proposed two
concepts and many
innovative POSMs.
Both ideas centered
around the increasing
amount of energy you
get from the bigger
Burn, while also
engaging the consumer
and making the Burn
experience memorable.
Headline » Get active with the new Burn... Headline » Extend your energy with the new Burn!

24. Burn
POSMs

25. I also think
innovation
Tabu
Innovative Media Proposal
Copy » A woman spends 3000 days of her life choosing the right Copy » A woman spends 3560 days of her life on a diet. On all the
clothing article. On all the others, she is a brilliant cardio surgeon. others, she is head of the Association for Women in Mathematics.
Tabu. A magazine for shockingly sophisticated women. Tabu. A magazine for shockingly sophisticated women.

26. a touch of
interaction
Nivea
Challenge
Nivea wanted an entire summer
promotion concept, together with
prize and mechanism proposals.
Solution
We wanted a new and exciting big
prize – so we suggested offerint
10 more vacation days for the
winner. Also, because we figured
he would get bored after a while
– we created a multifunctional
poster that could be turned into an
origami figure.
Headline » Suggestion for time spendure: crab figure. Execution time: 7h, 34 min.
Nivea Sun rewards you with 10 more vacation days!

27. this is it!
After all, I don’t want to bore you.
If you wish to see more of my work,
don’t hesitate to contact me.
Thank you for your time!