ROMANIAN POLICE // BREAKOUTPLAN 
ROMANIAN POLICE // THE SURVIVORS 
ZAIAFET // THE PREJUDICE TEST 
ROMANIAN POLICE 
THE SHADOW // HELP AUTISM
HISTORY
Liviu Turcanu is the Creative Director of Mercury360, one of Romania’s most awarded advertising agencies, since 2010. He and his creative team won over 10 prizes at local and international advertising festivals including AdOR, AdPRINT, Golden Drum and Epica Awards. He is also behind the agency’s first admissions in the prestigious Luerzer’s Archive.
Liviu joined Mercury360, in 2006, as Creative Group Director and worked for Nestle, SAB Miller – URSUS Breweries, Coca Cola and Dr. Oetker. Then he became Creative Director, developing great campaigns for new Agency’s accounts (BASF, Coca - Cola, Nestle, Samusocial, Romanian Police, Romanian Anti Drug Association, SMART FM, SAMSUNG etc).
As graduate of the University of Fine Arts, Liviu continues to have a strong connection with the artistic community and the visual arts, where he finds inspiration and visual insights for his ads. He truly believes that art should be involved in the creative process and that a great piece of advertising is like an art masterpiece: it conveys a simple and immutable truth that remains rooted in the collective memory.
Being an evaluator and a teacher at ADC Romania, Liviu strives to mold new talents and share his knowledge. He is passionate about everything related to communication sciences, art of perception and visual arts. He believes that a good advertising professional should know as much as possible about history, culture and civilization. That is the reason he enjoys traveling and connecting with different people and their habits.
AWARDS
Creativity IA 2015 - 1 x Gold - Digital Display or POP, Integrated Campaign / 3 x Silver - Augmented Reality, Digital Sign, Apps-Entertainment / 1 x Platinum - Ambient Media - “The Art of Speech” (Tedx Bucharest)
ADC*RO 2013 - Social Services, Public Awareness - Nominee - “Traffic Signs” - Romanian Police
ADC*RO 2012 - Social Services, Public Awareness - Winner - “The Warming Hanger” - Samusocial
BEST OF DIRECT COMMUNICATION
Ad'or 2010 - Winner - MAGAZINE AND NEWSPAPER PRINT - “SMART FM - Start listening music
AD’Or 2009 – The best Print within Social Category - “Suicide” (Antismoking campaign - ANA)
1 x Bronze- within social category - Outdoor
AD’Or 2006 – The best TVC within social category - “Hide&Seak” (Child’s Protection Campaign)
Golden Drum 2006 – nominalization for the best TVC within social category “Hide&Seak” (Child’s Protection Campaign)
Golden Drum 2005 – nominalization in social category - “ABSOLUT Insanity” (Romanian Police)
Epica 2005 – 1 x Silver in social category - “ABSOLUT Insanity” (Romanian Police)
Epica 2005 – 1 x Silver in entertainment category - “Where is the love? ” (Where is the love? - Short Film Festival)
MINI INTERVIEW
Tell us what drives you. How do you overcome creative block?
Creative blocks appear every day during the creative processes - they are part of our life. I try to overcome them in an efficient manner by turning my creative sessions into habit. I never step back and simply wait for my creativity to reappear.
The challenge is to raise the level of your daily work. Ask yourself these questions: How can you make it to stand out from the crowd? How can you solve communication problems aiming new solutions and scratching for an idea that hasn’t done before?
Firstly, the subject has to inspire you. Then you have to put a lot of time and effort into creating an idea that works.
This is the inner engine that makes you move forward and drives your creative force.
What’s the greatest thing advertising has taught you?
Don’t expect to sell easily a great creative idea to a client. He is not looking for creative ideas that sound nicely; he is only looking for results.
Be a hypercritic of your work, the most hard-bitten critic. Advertising is not about aesthetic and decent stories depicting universal concepts. It is about telling great stories, which can change in depth the way we think and behave.
Always aim for the best ideas. And don’t forget: you are at least as good as your last performance.
Liviu Turcanu is the Creative Director of Mercury360, one of Romania’s most awarded advertising agencies, since 2010. He and his creative team won over 10 prizes at local and international advertising festivals including AdOR, AdPRINT, Golden Drum and Epica Awards. He is also behind the agency’s first admissions in the prestigious Luerzer’s Archive.
Liviu joined Mercury360, in 2006, as Creative Group Director and worked for Nestle, SAB Miller – URSUS Breweries, Coca Cola and Dr. Oetker. Then he became Creative Director, developing great campaigns for new Agency’s accounts (BASF, Coca - Cola, Nestle, Samusocial, Romanian Police, Romanian Anti Drug Association, SMART FM, SAMSUNG etc).
As graduate of the University of Fine Arts, Liviu continues to have a strong connection with the artistic community and the visual arts, where he finds inspiration and visual insights for his ads. He truly believes that art should be involved in the creative process and that a great piece of advertising is like an art masterpiece: it conveys a simple and immutable truth that remains rooted in the collective memory.
Being an evaluator and a teacher at ADC Romania, Liviu strives to mold new talents and share his knowledge. He is passionate about everything related to communication sciences, art of perception and visual arts. He believes that a good advertising professional should know as much as possible about history, culture and civilization. That is the reason he enjoys traveling and connecting with different people and their habits.
AWARDS
Creativity IA 2015 - 1 x Gold - Digital Display or POP, Integrated Campaign / 3 x Silver - Augmented Reality, Digital Sign, Apps-Entertainment / 1 x Platinum - Ambient Media - “The Art of Speech” (Tedx Bucharest)
ADC*RO 2013 - Social Services, Public Awareness - Nominee - “Traffic Signs” - Romanian Police
ADC*RO 2012 - Social Services, Public Awareness - Winner - “The Warming Hanger” - Samusocial
BEST OF DIRECT COMMUNICATION
Ad'or 2010 - Winner - MAGAZINE AND NEWSPAPER PRINT - “SMART FM - Start listening music
AD’Or 2009 – The best Print within Social Category - “Suicide” (Antismoking campaign - ANA)
1 x Bronze- within social category - Outdoor
AD’Or 2006 – The best TVC within social category - “Hide&Seak” (Child’s Protection Campaign)
Golden Drum 2006 – nominalization for the best TVC within social category “Hide&Seak” (Child’s Protection Campaign)
Golden Drum 2005 – nominalization in social category - “ABSOLUT Insanity” (Romanian Police)
Epica 2005 – 1 x Silver in social category - “ABSOLUT Insanity” (Romanian Police)
Epica 2005 – 1 x Silver in entertainment category - “Where is the love? ” (Where is the love? - Short Film Festival)
MINI INTERVIEW
Tell us what drives you. How do you overcome creative block?
Creative blocks appear every day during the creative processes - they are part of our life. I try to overcome them in an efficient manner by turning my creative sessions into habit. I never step back and simply wait for my creativity to reappear.
The challenge is to raise the level of your daily work. Ask yourself these questions: How can you make it to stand out from the crowd? How can you solve communication problems aiming new solutions and scratching for an idea that hasn’t done before?
Firstly, the subject has to inspire you. Then you have to put a lot of time and effort into creating an idea that works.
This is the inner engine that makes you move forward and drives your creative force.
What’s the greatest thing advertising has taught you?
Don’t expect to sell easily a great creative idea to a client. He is not looking for creative ideas that sound nicely; he is only looking for results.
Be a hypercritic of your work, the most hard-bitten critic. Advertising is not about aesthetic and decent stories depicting universal concepts. It is about telling great stories, which can change in depth the way we think and behave.
Always aim for the best ideas. And don’t forget: you are at least as good as your last performance.
