Mihai Caluseriu

Creative director, brief solver, art doer, CX arhitect, digital native.

Oriflame - Mother and Daughter Competition Platform







Enable the younger generation to step over: Oriflame has over 20 years of presence in Romania and a stronger than ever relationship with their consultants, but this also means that there is a new generation awaiting to unlock the secret to look great and have a business opportunity.

Creative framework:

Unlock the internal mental barrier of feelings for both mothers and daughters and empower them to share their personal story with the brand. From the identity created for the the campaign – the logo in the shape of a two hearted twig – to the digital platform that enabled the audience to share their story and engage their followers to be inspired and share, each effort communicated into the consumer’s attention the human part of Oriflame and built upon the idea of an emotional and friendly brand.


More than 2x entries number as expected (800). 10 finalist couples gave their everything in terms of creativity to win the jurrors in the Live Gala Event, in the style of Got Talent. The campaign reached it’s third edition and the format got licensed for Oriflame International, already running in the Chech Republic.

Watch the video for Event Highlights: www.youtube.com/watch?v=GN6...

The show

The final event was a true show in the famous Bamboo Club, starring Pavel Bartos the a host