The Alternative Manual
Dacia
Issue 38 | March 2016
Agency
Publicis Romania
Creative Team
Chief Creative Officer Jorg Riommi Creative Director Dan Frinculescu Copywriter Mihai Costache Art Director Adrian Iota
Production Team
Client Service Director Catalin Albu Account Director Clarisa Rosu Account Manager Gabriel Macovei Head of Strategy Raluca Lacob Senior Strategic Planner Eleodor Ghenoiu PR Officer Andreea Grigorean Jr. PR Officers Raluca Cojocaru Ioana Moasa
Date
November 2015
Background
Dacia is the traditional sponsor of Gaudeamus, the biggest book fair in Romania. To mark the 10th anniversary of the partnership, Dacia asked for an idea that would celebrate this number. So, a piece of literature nobody ever reads was given a new lease of life.
Idea
The 'Alternative Owner's Manual' was designed to be the first car-owner's user manual anyone might actually read. And enjoy.
30 leading Romanian writers and illustrators were commissioned to turn the regular chapters of the manual into something interesting if not inspiring.
Subjects like Tools, Dashboard, Child Security, Safety Belt, were transformed into uplifting prose or poetry.
The result was a collaborative volume which gathered together different genres from SF to romance and everything in between, with every story illustrated accordingly. A book that would never be left alone in the glove compartment.
Results
As well as distributing the book at the book fair, Dacia handed the 'Alternative Manual' to new customers together with their standard owner's manual.
Our Thoughts
Why a car company is sponsoring a book fair, I don't know. On the other hand, what is a large cash-and-carry food wholesaler doing sponsoring a literary prize (the Booker prize)? If you're going to put money into a sideshow, you might as well let everyone know you're doing it and get some kudos from the fact. I am amazed by how often big companies with big sponsorship deals don't leverage the association. So full credit to Dacia for wanting to brag a bit about how cultured they are and full credit to Publicis for finding such a charming way to do it.