Three months ago, we began a journey with NICE Clinic, a modern psychiatry and psychology clinic based in Bucharest and online across Romania. Our mission: to build a warm, trustworthy, and science-based digital presence for a brand that treats mental health with both empathy and precision.

From the very beginning, we shaped a content ecosystem grounded in three pillars: educational, practical, and emotional. Through Nice to Practice, we turned therapeutic insights into real, simple exercises that people could apply immediately.

The challenge

Bees do an extraordinary job for us, every single day: pollinating crops, keeping ecosystems alive, and basically helping put food on our tables. But we often forget that they also need food. And safe spaces. And care.

WWF Romania asked us to help raise donations for bee-friendly gardens – spaces full of flowers and biodiversity that nourish bees in return.

Alergado is a mobile app that turns every kilometer into a gesture of solidarity. People run with purpose – and that purpose becomes real support, tracked transparently.

We created the Alergado brand from scratch: from naming and visual identity to how it speaks to its community. Since launch, we’ve been designing its monthly campaigns, combining copy, visuals, storytelling and social communication to keep the energy going.

It’s one of those projects that’s deeply aligned with who we try to be at The AWE Institute: meaningful, humble, and always driven by impact.

The challenge

321sport set out to create a unique running competition that would stand out in Romania’s active sports community. They wanted a race that speaks to both competitive runners and everyday enthusiasts, focused on personal growth, not just rankings.

Our role

We partnered with 321sport to shape the entire identity and communication of this new concept:

• Developed the naming: The Running Cup (Cupa Alergării): simple, memorable, and deeply relatable.
• Designed the visual identity and logo, tailored for digital and live events.
• Produced print and digital materials for on-site and online use.
• Crafted the online communication campaign  including visuals, key messaging, and social media assets.

The concept

The Running Cup became Romania’s first knockout-format running cup, where every participant races head-to-head across multiple distances, from 100m to 5000m. Each runner challenges their physical limits while experiencing the spirit of friendly competition.

Highlights

• Over 250+ participants (128 women & 128 men) registered for the physical edition.
• A fully booked competition hosted at Lia Manoliu Stadium, the most iconic athletics track in Bucharest.
• The online version engaged hundreds of runners nationwide, transforming it into a community phenomenon.
• The finals were live-streamed and generated massive engagement from the Romanian running community.

Parenthood is universal. It transcends species, connecting us through the instinct to nurture, protect, and secure a future for our young. In this campaign, Mother Nature Needs Our Moms, we explore the parallels between human parents and the parents of the wild. From the majestic bison to the vulnerable bear cubs, every parent in nature struggles to protect their offspring, just as we do. This campaign is a tribute to the love and sacrifice that define parenthood – and a call to action for all of us to stand by Mother Nature.

Through Danny’s Eyes is an emotionally impactful campaign created for DARUIESTE ARIPI, an NGO dedicated to helping children with cancer. At its heart is Danny, an 8-year-old fictional character who serves as the voice of children battling illness. Danny’s story and his Fantastic Gang—made up of brave, bald kids—aim to transform shame into pride, offering hope and strength to those who need it most.

The challenge

WWF Romania needed a way to raise awareness and drive SMS donations for forest conservation: a cause that’s urgent, yet often invisible to the public eye.

We just completed our 100-day slogan challenge for good causes. Each day had a fresh theme, from courage to empathy, and while some slogans don’t hit as hard now, many are still our favorites. It wasn’t easy sticking to it every day, but as we went along, it got easier and the quality kept rising. This project highlights our commitment to meaningful advertising, as we believe in blending creativity with purpose.

Our top 5 slogans:

MODESTY – Shining bright, without blinding others

SINGLE TASKING – When one does better than two

ACCEPTANCE – Giving up, but in a healthy way

EMBRACING FAILURE – How about FAIL IT till you make it!?

PROGRESS – It isn’t always fast, but it’s always forward

The challenge

Winvest wanted a video ad to promote their financial literacy courses: something relatable, light, and easy to share. The message had to connect with people who feel like their money disappears faster than they can track it.

Our approach

We created a simple concept that visualizes exactly that: money literally flying away. Through a playful tone and clear visuals, the ad highlights how chaotic financial life can feel, and how Winvest can help bring structure and control.

The project “Through Danny’s eyes” is our agency’s latest effort to use authentic storytelling to support children with cancer. We developed a campaign centered on the character Danny, a fictional hero with experiences based on real stories, told by the ladies from the Daruieste Aripi NGO (EN: Give Wings).