15 ani de când coacem cu vino-ncoace

I think it’s safe to say that when it comes to Romanians and queues, there’s enough material there for a few therapy sessions. And maybe we could use one too, since we built LUCA’s anniversary campaign on an insight that forces you to tiptoe across a minefield: for 15 years, people have been standing in line at LUCA. What seduced us was the fact that this is the kind of claim that comes bundled with the tension and controversy memorable executions thrive on.

Because, let’s be honest, we’ve all seen opening-day lines. But queues that last 15 years? That’s a full-on socio-cultural phenomenon—a clear sign that LUCA really does bake it right. That’s when we started convincing ourselves: LUCA is the exception where the queue isn’t a problem, it’s a badge of honor.