Client
- ZAIN Design
Date
- October 2022
Our Services
- Communication Strategy
- Content Production
THE MISSION
ZAIN is Cluj-Napoca’s Festival of Creativity, a four-day public event transforming the city into a gathering ground for design, craft, technology, and creative expression. The theme for 2022 was “The Future of Work”, exploring how creativity shapes professions, production and community in a changing world.
Our challenge was to support ZAIN 2022 with strategic communication and content that conveyed the festival’s ethos: from the blank page of design to real, shared cultural experiences across disciplines — all while amplifying engagement before, during, and after the event.
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Building the concept
We treated ZAIN’s communication as a creative proposition in itself. Just like the festival, the campaign needed to make space for ideas, not just announce them.
Instead of standard event promo, we developed a communication strategy that:
emphasized the festival’s thematic narrative (“The Future of Work”)
showcased festival life as a city experience, not just a program of talks and exhibitions
Our content was crafted to feel human, mirroring the festival’s role as a temporary creative ecosystem where ideas, makers and audiences intersect.
We also structured digital campaigns designed to guide awareness into real participation, leveraging timely content across platforms to keep the conversation alive throughout the four days.
What We Delivered
Communication strategy aligned with the festival’s narrative
Content creation for pre-festival build-up, live documentation, and post-event storytelling
Digital campaign planning and execution
Messaging and tone guidance for cross-channel audience engagement
Real-time content coordination during the festival
IMPRESSIVE RESULT
ZAIN 2022 emerged not just as an event, but as a moment of creative gathering in the heart of Cluj-Napoca. Over the four days, Piața Unirii became a living stage for design, craft and technology, attracting a broad spectrum of creative communities and curious visitors alike.
The strategic communication and live content helped position ZAIN as a catalyst for creative dialogue, showcasing not only what creative professions do, but how they connect and evolve together.
