Alex Badarau



Modern food for

modern families 


Lead Copywriter


BBDO Bucharest 

Hame Select had a range of canned foods and a target – modern families with no time to cook. We found that to be a lovely opportunity.

Because, in an age when single parents, same sex couples and couples of different ages are a common sight advertising still dabbles in a horrid clichés about mom dad, dog, yard. So our campaign talked to the normal families that always seem to be invisible. 

A single father and his daughter

Long distance families

Or just people living together long after

university’s done