The Creative MBA of #TheAlternativeSchool launches BAM - A Brief a Month, an intensive program and creative performance accelerator built on the principle of learning by doing, within a framework of international inspiration. In 2026, the pilot edition includes 4 briefs across two seasons. Qualification for a scholarship to #FutureProofCreativity (Nov 10 - Dec 10) requires completing 4 out of 4 briefs.
“It’s harder to achieve marathon-level performance with sprint energy. So, following suggestions from jurors and participants in the #FutureProofCreativity 2025 module, we launched BAM: working on competition briefs with an international destination, for the best talents, over a more friendly timeframe, allowing space for reflection and analysis. In addition, exceptional solutions will be implemented. Can there be greater satisfaction than that - beyond recruitment opportunities, access to the #FutureProofCreativity module, and connection to global creativity?” said Teodora Migdalovici, founder of #TheAlternativeSchool.
In its first editions, BAM is supported by Orkla Foods Romania and Ursus Breweries.
April - June: refinement and iterations via Zoom; digital feedback; live meeting at Seneca AntiCafe with partner brand top management, creatives, and the school’s founder. Top 20 participants get access to two insight-foresight events: “The Future Of Beauty” and “Brands Talk. Identity & Culture. Asian Creativity.”
June 1: final deadline for refined solutions; ranking announced on June 30
WHAT DO THE PARTNERS SAY?
“BAM! #TheAlternativeSchool has launched another powerful program - and I joined instantly. Supporting ‘BAM - A Brief a Month’ represents a strategic investment for Orkla Foods Romania in the future of the creative industry, based on the belief that excellence emerges at the intersection of theory and practice. True creatives and artists feel the need to express themselves and here they are given the ideal context. Exactly the kind of fuel needed to remain relevant in a constantly evolving creative landscape,” said Adi Păsărică, Marketing Director at Orkla Foods Romania.
“The best way we can give talents the chance to break out of clichés and grow is by offering them contexts for development, including opportunities to connect with the international scene through platforms that provide high-quality mentorship, coherent yet flexible frameworks, and long-term guidance - long enough to truly highlight their evolution. It’s not easy, it’s not simple, but it’s absolutely necessary. We’ve seen the effects of #FutureProofCreativity and it’s clear there’s room for a ‘next level.’ BAM is a first answer,” said Gabriela Crețu, Senior Vice President Sales, Ursus Breweries.
HOW DOES BAM WORK?
Participants can work individually or in teams of two. They submit their solution according to the brief requirements (via the brief link), along with a CV and letter of intent, to andra@thealternativeschool.com.
Between April and June, solutions are discussed, adjusted, reworked, and strengthened through feedback and dedicated meetings with Romanian and international trainers.
The goal: to create delightful, outcome-oriented content - memorable shelf experiences and a strong portfolio that paves the way toward an international career path. Yes, exceptional solutions may be implemented.
SCHOLARSHIPS
#TheAlternativeSchool offers 100 scholarships per brief, especially dedicated to vulnerable talents:
illustrators, designers, animators
creatives under 30
top undergraduate and master’s students
underrepresented minorities
professionals transitioning toward advertising / brand management, regardless of age
Selection is based on merit, motivation, and demonstrated performance.
For those who want direct access to BAM specializations without competition, the price is 2.500€ per brief or 10.000€ per year, including participation in #FutureProofCreativity.
BAM is not “just another course”. It is a series of briefs with feedback, iteration, and real stakes - for those who want to build a portfolio strong enough to stand confidently before any jury (and any client).
BAM is the first initiative of CIA - Creative Industry Alliance: an evolving think, feel & do tank dedicated to the systemic transformation of creative economies.
#FutureProofCreativity, the mini cMBA by #TheAlternativeSchool, turned autumn nights into a playground for ideas - bringing together culture, branding, contemporary design, visual thinking, and AI-driven creativity to intensively coach participants for the fast-paced international market.
At its 21st edition, the program made history by welcoming its largest number of participants yet, with over 100 applicants and 36 competing teams, including two hors concours. More than half of the participants attended on scholarships provided by the program’s supporters: Ursus Breweries and RHA & ERA, Invizibilii.ro, highlighting the initiative’s commitment to making creative education accessible to talent coming from vulnerable communities.
The ranking
1. PAPYR-US
2. ZEN
3. CREATOMANIA
4. DoBloom
5. Les Créatives
6. S² (S Squared)
7. ATAK
8. The Groovers
9. no tiny lab
10. DJ Lionesses
11. Echipa Praștie
12. BriefCase
13. Pixel Spark
14. DoubleTake.
15. Dream Team
16. Brigada de bunăstare
17. AK 47 - the creative weapons
18. Partners in Beesness
19. B&G Team
20. BY CHANCE
21. FREE MINDS
22. BearCraft Crew
23. ReBearth
24. #4HourClub
25. Double Trouble
26. KALEIIDO
27. Twins Spells Pr
28. RA_Storymakers
29. IMPACT MAKERS
30. MADEEA
31. The Bearers
32. SENA
33. SPOOKY
The three live briefs, supported by Ursus and #TheAlternativeSchool, were evaluated by 28 jurors from Romania and abroad—seasoned professionals with a track record of international recognition.
A word from the jurors
Andrian Brinovanu & Dacian Neagu - a super talented duo highly praised by the judges, are the winners of the local Young Lions competition, who will represent Romania at Cannes Lions 2026 through the Young Lions Design category.
Mihai Botarel, co-founder @RxM Creative commented on their application: “Great execution, insight, rollout. Simple, clear idea. Nicely done.”
Adi Pasarica, Marketing Director Orkla, highlighted: “Memorable. The idea is playful, original, and strongly aligned with Ursus’ brand identity. Strategy is omnichannel, integrated, and highly shareable. Wow factor is strong: turning beer into a tangible tool for youth empowerment”.
“The product becomes a delivery mechanism for talent. Fun object, makes a bit of fun of corporate gift culture. Simple and clear,” commented Gabriel Mihailesco.
“A fun, out-of-the-box idea. I’d also add a QR code on the can CV, so recruiters can easily follow up and check the person out online. Some might argue alcohol and hiring don’t mix—but as an object, it’s playful, and it gently pokes fun at the whole corporate-gift world,” dissected Ioana Halunga.
“This is great. Good job. I appreciate the thought process here. I look forward to seeing more of your work.”, said Manu Drosu.
Team ZEN’s work - qualified second, was really appreciated by Matei Schwartz: “I love the idea, and it is based on a powerful and relevant insight. The mechanic brings a sense of novelty for the targeted audience. And, finally, the design looks good.”, he commented. Gabriela Cretu. @VP Ursus said: “The direction is really great; I would have liked you to develop the execution further”. “I love the visuals!”, added Elisabeta Moraru, country Manager @Google.
“Unique and graphic visual take. Stops the viewer and pulls in. Can be elevated and refined.”, said Kirsten Ludwig about CREATOMANIA’s team work, qualified in the third position. “Fresh, from start to finish. strong ideas and visuals. Loving it! The fact that it's so simple and relatable gives it an even bigger impact, in my opinion.”, added Romanita Oprea.
A word from TheAlternative alumni
“Big ideas obey a golden rule: the Law of Parsimony, known as Occam’s Razor. The #TheAlternativeSchool experience trained us to cut the excess and keep only what truly matters. It was genuinely funny to see how ‘complex’ solutions become obvious only after you find the courage to drop the tricks. I deeply appreciated the rigour the programme demanded - and the clarity you earn along the way.” said Andrian.
“My experience at #TheAlternativeSchool completely reset the way I approach creativity. I had the privilege of learning from global leaders like Bob Liuzzo, who reshaped how I think about visual language in design, and Andrey Tyukavkin, who showed me what creativity looks like beyond the predictable. That infusion of know-how - from speakers actively shaping the industry worldwide - gave me the tools to turn an idea into a tightly built project. Winning the competition and the chance to go to Cannes is the validation of what I learned here.”, said Dacian.
“Tonight’s Zoom felt like it traveled around the world: from Anton in Russia, to Martin in Croatia, then to Davor sharing his perspective on hero products, and ending with Dayana, who made me want to dive deeper into the world of luxury brands. It gave me the feeling that I’d taken a little journey through each of their mindsets.”, said Andreea Bibirus.
“The module was incredible! I really enjoyed the diversity of the courses, and I think the idea of supporting students and broadening their horizons is wonderful. It was a beautiful experience, and I was truly happy to be a part of it.”, said Roxana Filip.
“Thank you so, so much for the entire module! It was simply exceptional and extremely insightful, especially because in each session we had such a diverse back-and-forth of ideas, which I loved, as it allowed me to learn something new every time. Thank you (on behalf of myself and Sabina as well) for the opportunity to connect with such extraordinary professionals from the industry!”, said Stephanie Ion.
“Thank you so, so much for the entire module! I really enjoyed every single evening, but the ones that stood out most for me were Miruna Potop, Mădălin Dragnea, and Andrey Tyukavkin - I felt the strongest resonance with them as a fellow creative. It was intense, sure, but I’ve felt extremely inspired lately, and I really needed this boost professionally. There’s honestly so much to say…”, said Cosmina Ivan.
The #FutureProofCreativity mini cMBA empowered by Ursus Breweries, was brought to life in person at the Kindful Brands event on November 5, hosted at Seneca Anticafe @empowered by Invizibilii.ro, with Tom Theys, Mihai Botarel, Robert Pelin and Teodora Migdalovici as speakers.
The next milestone in #TheAltenativeSchool journey is the launch of Creative Industry Alliance and, along with it, the launch for its first program - BAM - A Brief A Month.
BAM is a simple truth echo: international-level performance requires consistent training, not just a once-a-year “intensive update.” BAM creates a monthly rhythm of working on real briefs, with feedback and evaluation, to raise standards and build competition-grade reflexes.
“People have a fine-tuned radar for detecting bullsh*t,” said Mihai Botărel during his talk at the inaugural opening of the 21st edition of TheAlternativeSchool cMBA, in front of an enthusiastic audience from academia, consultancy, diplomacy, advertising, NGOs, research, and business.
In the era where copycats are doing just fine being celebrated - on the same wavelength with Mihai - we kept alive the call for originality while dissecting the anatomy of a “good deeds” campaign - too often a superficial engineered exercise to cleanse corporate guilt and collect PR metrics. CSR, ESG, or “turning up the volume of good” can easily mask the inability to truly understand - and genuinely integrate - ”the mechanics of care” into a brand’s DNA, where the magic of win-win-win actually resides.
Intention, mindset, heartset
The first lesson in high-class advertising for the new generation of Alternatives, attending the #FutureProofCreativity module, is learning how to set the right coordinates from the very moment they build or read a brief. How do they learn to start a high-quality campaign? What’s their reference system ? Do they place people at the center - as much as the business and the brand? Do they realize that when they design media plans built on people’s time, they’re operating on borrowed - not owned - sacred seconds? What’s their intention, their mindset, their heartset? As Fernando Vega Olmos once famously said, “A monkey wearing lipstick is still a monkey.” Advertising as a trick, a gimmick, or a lovely wrap for crap belongs to the past.
“Just as mindfulness alone is no longer enough in modern spirituality - kindness being the new prerequisite for an awakened individual, as Buddhist monk Ajahn Brahm beautifully puts it - brands, too, must escape the trap of doing good as a nice-to-have cherry-on-top. Instead, they should embrace it as a state of awareness that makes possible the ikigai of business prosperity, social elevation and brand lovability, from inside-out.”, said Teodora Migdalovici, TheAlternativeSchool’s founder.
Caring as multiplying factor
Going beyond Edward Bernays’ ideology of using propaganda tools to manipulate people’s psyche in times of peace - all in the name of amplifying consumption - she emphasized the need to embrace the Kindful Brands philosophy: building solar, highly collaborative relationships with the people brands speak to - for the sake of healthy real growth included, to satisfy even the most cerebrally driven minds interested in business results only. And that’s because not every growth is a good one. After all, cancer cells do nothing but grow.
Examples such as “Help, I Want to Save a Life” or “6 Pack Rings” - where business performance skyrocketed while setting new category standards - prove that awareness and the art of caring are not acts of servilism, but of service. Not charity, not manipulation through pity, nor decorative add-ons. They are part of a brand’s humanity-literate genetic code - a built-in set of chromosomes every brand steward should carry in both mindset and heartset.
As creators and educators, we share the mission to call out toxic behaviors disguised as “responsibility” and to guide new generations off autopilot by teaching them the genuine anatomy of goodvertising.
Fundamentals of Caring: very old, very simple
After all, Migdalovici concluded, civilization - as an old anthropological anecdote reminds us - began with the first healed femur: the moment someone stayed behind the horde to care for the wounded-other. And Zoroastrianism, one of the world’s earliest monotheistic faiths, preached millennia ago a set of guiding principles so simple even a three-year-old could grasp them: good thoughts, good words, good deeds.
If we truly aim to embed the SDG goals into business practice and turn them into reality, if we genuinely want to make magic happen for brands, people, and the world, then we must step outside our self-referential industry bubble and reconnect with life itself - with the collective wisdom preserved in those ancient, simple truths. The secret of acting like magicians tending the eternal Zoroastrian fire lies within Intention, mindset and heartset.
Tom Theys: Sleeping with the enemy
A master of wordplay and a visionary strategist, Tom Theys, Chief Strategy Officer at Happiness Brussels, shared several confessions with the consistent audience:
Tom Thyes. Photo: MEALCHEMY\ Iulian Ratescu
1. Start by falling in love with the problem
Great brands don’t march in waving ready-made solutions. They listen first. They question. They ask “why?” until they dig past assumptions and hit the truth. That’s how revolutions like Tesla, Google, and Tinder happened - not from guessing, but from truly understanding what hurts.
2. No story without a villain
Every hero needs a nemesis - and so does every brand. It might be cultural bias, emotional baggage, bad habits or toxic beauty standards. Name the enemy, and suddenly your audience stands beside you. Because nothing bonds faster than a shared fight.
3. Strategy is a love affair
The brand–consumer relationship closely mirrors a romantic, deeply intimate relationship with the other’s universe. The lessons are the same: authenticity wins long-term, small gestures matter, consistency builds trust, and attraction is emotional rather than rational. Nespresso, what else ? -)
4. Tension fuels creativity
Strategy is born from tension: between what is and what could be, between fear and desire, between problem and solution. Without tension, everything falls flat - “like a bus without wings.”
5. Creativity is the money-maker
The numbers agree: creativity is the top driver of commercial success. In a sea of lookalikes, difference is a superpower - and creativity is how brands grow capes.
Key Takeaway
Strategic creativity isn’t about avoiding problems - it’s about loving them, understanding them, and transforming them into energy for the brand. The combination of problem, enemy, love, and tension generates relevance and, ultimately, sales.
Mihai Botarel: The KPI’s of Kindness
Mihai Botărel - Co-founder and Executive Creative Director at RXM Creative - unpacked the delicate dance between kindness and profitability, showing how brands can do good and do well, backed by sharp, real-world case studies.
In an era where everyone is chasing the perfect “win-win,” he reminded us that genuine kindness isn’t always comfortable. Sometimes it means leaving money on the table, redesigning how a business truly works, or choosing principles over PR polish.
From the broad portfolio of international case studies selected for analysis, Mihai presented several highlights from recent work at RxM Laboratories - the most notable being the identity for Noukk, a conscious luxury fashion brand born from a simple insight: camel hair can be collected and transformed into refined garments simply by petting the animal. What was once waste now becomes the essence of a luxurious fabric through innovative processing of otherwise discarded material.
Right after the Kindful Brands event, Mihai flew to Red Dot to collect the latest award for Noukk’s identity - already celebrated earlier this year at Dubai Lynx. In that context, he gave well-deserved kudos to another remarkable professor, Mădălin Dragnea from All Mad, who brought the brand’s identity to life and refined the case study through his signature - the unmissable animation style.
Mihai also sounded a necessary alarm about the hypocrisy surrounding the CSR & ESG universe, where “good washing” too often becomes a shortcut to big award stages. His takeaway was sharp: authenticity and integrity are the new benchmarks of success - the real KPIs of kindness. And if you can’t be kind, at least be real. Just like Ryanair is.
Robert Pelin: Be Seen
Robert Pelin, CSR Coordinator at Invizibilii.ro - a platform dedicated to supporting underprivileged people and giving them the opportunity to turn their potential into reality by breaking the glass ceiling - and a supporter of the local Roger Hatchuel Academy & ERA competitions for the second year in a row, showed us what it feels like to be invisible in society and shared the projects they’ve built to lift people from the shadows into the spotlight.
The talk of the town
"The Kindful Brands event was like a draft of fresh air, delivering tangible information of how creativity and future of brands can still be deeply rooted in human values and not overtaken by AI and fast moving trends. Highly appreciated the chosen speakers of the event, especially Tom Theys", said Laura Dragan, Senior Brand Manager Unilever
“Attending Kindful Brands was inspiring - the way emotional intelligence and strategic creativity combined made the discussion fresh, relevant and actionable. The insights from Tom Theys delivered an unquestionable demo: doing good really is good business. It fueled reasoning with powerful insights, helping probably everyone present to bring purpose into daily work, because, well, it works. Thank you to TheAlternativeSchool for curating such an intensive kickoff for #FutureProofCreativity. Can’t wait to see what’s next in store from the cMBA’s current edition,” said Belchiz Mauchi, Digital Account, Digital Distrikt
“Kindful Brands was fantastic, exactly the kind of experience I’ve come to expect from #TheAlternativeSchool. It’s always juicy to see anthropology, design feeling, strategy, humor and creative performances click in a coherent, hands-on and engaging way. Events like this remind me why I love being part of this community - full of fresh ideas, meaningful discussions, and connections that truly motivate you to push your own work further.”, said Alexandra Moisescu - Marketing & Brand Manager 5 to go
“Kindful Brands was about opportunity, learning, sharpening perspectives and a new way of thinking about the cultural imaginarium surrounding us,” said Iuna Șerban, MARe’s curator.
"In a world of ego-driven conferences, where talks tend to orbit around the glorious irrelevant, Kindful Brands was a breath of fresh air," said Olga Abramescu, Country Manager, Shutterstock.
“Tom’s talk set a new standard for insight, humour, meaning, and down-to-earth-ness. The best are always humble - always. Teodora’s opening was something else - I don’t know how she manages to make a point with only a few slides. It takes real maturity to do that. And Mihai’s call for ‘the real deal,’ delivered in his unmissable style, tied everything together impeccably,” said Mădălin Dragnea, founder of All Mad.
“Blending spirituality, anthropology, and business performance powered by EQ and her favourite concept - Design Feeling - Teodora’s presentation brought an unexpected perspective, illustrated with impact stories that were new to the local audience. Greatness. The vibe was wonderful too! Equally compelling insights came from her guests, two internationally acclaimed professionals - strategic creative Mihai Botărel and creative strategist Tom Theys - who electrified the audience, each on his own frequency. By gathering an effervescent community and offering a fresh take on an overused theme - ‘CSR, ESG via Brands & Business’ - #TheAlternativeSchool did it again. Lovely!”, said Adi Pasarica, Orkla Food Marketing’s Director.
"From my very first contact with The Alternative School, I loved the way the team and partners bring this idea of "design feeling" to life. As a researcher and a strong advocate of design thinking - where empathy comes first - I truly appreciated seeing the emphasis placed on the client's emotional journey and on how businesses shape people's experiences as human beings. Congratulations!", said Lăcrămioara Loghin, Founder and Managing Director, Exact Business Solutions
"Beyond the case studies, something more important than anything else stayed with me: a feeling. Or maybe more like a mix of feelings. A bit of hope, because I was reminded that there are still people in advertising who do things right. A bit of inspiration, because I felt that I, too, can contribute to doing good. And a bit more genuine desire to do good, because, in the end, that’s what it’s all about when we talk about Kindful Brands.", said Julieta Calotă, Brand Designer & Creative Strategist
Context
The first Kindful Brands conference was launched in 2017, with the highly awarded strategist and creative Tahaab Rais as keynote speaker, at the same Seneca Anticafe, the same host as this year's event. To offer a good taste of what contemporary Bucharest has to offer and be attentive hosts for for Tom Theys, coming from Belgium and Mihai Botarel, straight outta New York, MARe - The Museum of Recent Art leaders were exceptionally kind, offering a private visit to the highly celebrated Dumitru Gorzo’s exhibition, in the key of Ioana Iuna Serban, as curator and inspired guide. A mealchemy personal branding photo session was in order.
Tom Theys & Mihai Botarel @MARe. Photo: MEALCHEMY\ Iulian Ratescu.
At the cMBA current edition, over 80 scholarships for young talents coming from Bucharest, Cluj, Iasi, Oradea, Timisoara were offered with the Invizibilii.ro, Ursus and RSM Romania’s relevant support. Over 30 trainers from 15 different creative cultures are updating their knowledge.
