Regional Competition

Metrobranding - A Love Story Between Men and Objects

Ana Vlad, Adi Voicu
Screening time  
01.03. / Utorak, 20:00 - 22:00 Dvorana 2  
02.03. / Srijeda, 13:00 - 15:00 Dvorana 3  
04.03. / Petak, 18:00 - 20:00 Dvorana 4  
While people in Western Europe were used to choose between hundreds of brands, the communist Romania used to have a different experience: all our life we lived with only one brand for each basic product.

Imagine the importance that this ‘monobrands’ could acquire for the lives of those who made them and for the lives of those who consumed them. Relaxa the mattress, Dragasani sneakers, Pegas the bicycle, Mobra the motorcycle, the Fieni bulbs and Ileana the sewing machine, which were once the stars of the Romanian golden era, are now becoming the characters of our film. We selected six brands with spectacular destinies. They appeared approximately at the same time, along with the socialist industrialization. As overnight towns were built around the factories producing these brands, they have become the objects of desire for the Romanian daily life and dreams.

Ana Vlad

Ana Vlad is born in 1980, Bucharest. Studied at National University of Drama and Film, department of Film and Television Directing and National College Goethe. ‘Metrobranding – A Love Story between Men and Objects’ is her debut feature documentary film. Her latest film is ‘Victoria’ (2010).

Adi Voicu

Adi Voicu is born in 1980, Brasov. Director, cinematorgapher and producer. Frequently works with Ana Vlad (‘Metrobranding – A Love Story between Men and Objects’ and ‘Victoria’, 2010).

General sponsor

Metrobranding – A Love Story between Men and Objects

2010, 92', color, video

Directed by:
Ana Vlad, Adi Voicu

Screenplay by:
Adi Vociu

Adi Vociu

Edited by:
Roxana Szel, Ioakim Stroe

Anca Puiu

Produced by: