Godmother, together with Irina Rimes and Roman Tolici, signs a Romanian project nominated for BEA World 2025

Godmother was selected on the shortlist of the prestigious Best Events Awards (BEA) World 2025 global competition, which annually awards the most innovative and spectacular cultural events and brand experiences in the world. The “IQOS Forever Curious – Enjoy the Unexpected” project was nominated in the Musical Event category, along with six other major international projects. It is also the first nomination for Philip Morris Romania in this competition, a recognition of the innovative vision of transforming brand experiences into true cultural acts.

The campaign proposed a transdisciplinary experience that transcends the conventional boundaries between the arts: the collaboration between Irina Rimessinger and songwriter, and Roman Tolicione of the most appreciated contemporary painters in Romania. The project invited the public to actively participate in the creative process and become part of a platform that reimagines how a brand connects with its community. The results included two original songs, two artworks, a video, a series of 10 concerts and interactive events, united under one platform.

“We put passion and dedication into reinventing the way the brand communicates, beyond events, through content and experiences that inspire. This campaign was a tremendous challenge, a complex platform that brought us to the same table with exceptional artists and made us work together to create something new and relevant for a wide audience. It was a large-scale project that made us believe that advertising can still change the perception of contemporary culture and generate real value for people. This nomination at BEA World confirms that our shared vision can compete at the highest international level“, he said Alice Gavril, Managing Partner, Godmother.

This nomination places the Godmother agency among the most creative live communication teams in the world. The BEA World competition, now in its 20th edition, annually brings together the most original brand experience projects from over 40 countries, being considered the “Olympics or Cannes of events”.

“This nomination is not only an important moment, but a statement. This project is not just a campaign, through this platform we have brought culture into the spotlight. We have combined music, art, technology and imagination into a creative platform with the aim of inspiring. The fact that we are nominated at BEA World, alongside the most iconic events in the world, proves one thing: the future belongs to brands brave enough to innovate. We invited people to be co-authors, to redefine roles. We are proud of the team that had the courage to experiment with us and proved that when creativity is set free, it doesn't just make noise, it creates culture,” he said Marek Gebski, SFP Director, Philip Morris Romania.

The real innovation in this project was the creative freedom granted to the two artists. Irina Rimes described it best: “I realized that art, for me, is about being free. This project gave us that freedom.”
This trust transformed a campaign into a movement, making the public and artists partners in the act of co-creation.

Established in 2006 to recognize and promote excellence in events and live communications, BEA World Festival annually brings together agencies and brands from all over the world. Judging is done by international experts, marketing executives and industry professionals, who evaluate campaigns by brand experience, corporate events, digital engagement and brand activation.

The teams that contributed to this project:

Godmother: Alice Gavril, Anca Moraru, Cristina Rotaru, Alexandra Mihalcioiu, Ioana Pop, Carmen Mazilu, Ilinca Ghişoiu, Ruxandra Seres, Marius Greaca, Florin Ungureanu, Valentin Văcăruş, Mirela Similea, Claudiu Lovin, Alina Niculescu-Manea, Bogdan Moraru, Rareș Antemir, Gabi Niculae, Eduard Einhorn, George Anghelescu

Philip Morris Romania: Marek Gebski, Bogdan Jurge, Adina Enache, Gina Banu, Roxana Niculae, Adriana Chiţac, Andra Badea, Livia Neca, Iulia Godeanu, Alina Munteanu, Vlad Vădăstreanu, Horia Ceauş, Andreea Constantin, Victor Cringeanu, Catalina Stambol, Adrian Vegh, Daniel Muscaliuc

The group Godmotherwith approx. 12 million euros turnover in 2024, has as its main business the brand experience agency Godmother, one of the most important event agencies in the advertising industry. Godmother has successfully organized more than 1,000 events during its 25 years of activity.

Godmother has in its portfolio leading players in their categories who make quality interaction with their audience and memorable brand experience for consumers a priority. Godmother's clients come from industries such as: FMCG, retail, financial sector, pharma, technology, agribusiness, electronics.

As of April 2022, Godmother is a member of 27Names, a network of leading independent event agencies in Europe. Membership of 27Names allows Godmother Agency to constantly develop its own people capabilities and innovative solutions, a differentiator in the events industry.

The main services delivered by the agency to the client Philip Morris Romania are 360 ​​brand experience strategy, creation, design solutions, production and implementation.

Article sponsored by Godmother