The billion dollar surprise from Chisinau
The Cresta Global Top 50 features familiar names and yet also finds space for emerging stars. Say hello to Piko…
The Piko team is small but operates across two cities: Chisinau and Amsterdam
Constantin Sarcov has talent and charm that edges into chutzpah. He needs it in large doses to co-found and lead a world-beating boutique from Moldova. The agency did not just win an award or two at the last Cresta, it hauled in enough trophies to jump right up into the Cresta Global Top 50. So how did that come about?
Cresta How did Piko come to do award-winning work?
Constantin Piko was founded 11+ years ago in Chisinau. We were two designers/art directors working at a publishing house, but we always wanted more. From the beginning we told ourselves that we will push the boundaries of creativity, and this is what we do till today. We had the honour and luck to work and learn in such agencies and studios such as Cohn & Jansen JWT, Carioca and McCann Bucharest. From them we learnt the things you cannot on YouTube or in a university.
I see you give two locations – in Moldova and Amsterdam. How did that happen?
As you know, Moldova is a very known country! This affects the perception and business. Around 2017-2018 we were looking for where to make the next step: Baltic countries, Romania, Poland, Kiev, Moscow or... Berlin? But everything changed when we met our past client and present fairy, Daniela. This told us: guys, Amsterdam is the way. So this is the way, four years now we are looking and working with small and medium enterprises from the Netherlands, including some in Moldova such as the Dutch Embassy Office.
It is not easy, but we are confident, optimistic and stubborn. We are like Bruce Willis.
Right now we have a new producer in the Amsterdam office, Dorin, so, don't wait, contact Dorin to get some creativity with East European charm.
How has the pandemic affected Piko?
We became smarter.
What is the climate like for creative work in your country?
Actually the context is very good for something new here. We are happy to work with clients who are hungry for some outstanding work, and the local context often helps us in this. Also, in the last year we, and I, started to be involved in educational programmes, which we are more than proud to be part of and to share the knowledge about design and creativity.
Tell us about the award-winning work at Cresta.
Two projects were awarded. The Billion Dollar Banknote, we made for Cutia Neagra and Mariana Rata, an investigative show, part of TV8 which is one of the coolest independent media in Moldova. It is a rich visual investigation about the theft of the century, when some smart guys robbed one billion from three banks.
A financial swindle was given a memorable visual with The Billion Dollar Banknote
We worked on it with the marvelous Tatiana Trikoz as illustrator. It includes the first ever billion-dollar banknote, and a website (www.miliardul.md). Me and my team sent the physical copy of the dollar to the FBI, Interpol, BellingCat, Europol, Rise and international media. I would say for Piko this is the project of the decade. Big up to my creative team behind it, Alex & Becea!
The second, made for the Dutch Embassy, was to celebrate the year of Rembrandt. We took three of his masterpieces and added painted celebration details. I think we’re the first agency in history who had Rembrandt as an artist on his campaigns.
How has the Cresta Global Top 50 status helped you?
The amount of feedback on this news was incredible. You don’t find out that you are in the Top 50 globally each day, especially when you are from Moldova. And this came at the right moment.
What are your creative inspirations in how you run and build the agency?
Mr. Bingo, Sagmeister, Bedow, James Victore, Lebedev, Kanye West, W+K, Mother London.
Our readers around the world probably know little about Moldova. Can you give them three reasons to visit?
Moldova is Europe's best kept secret. If you will survive the road from the airport to Gara, and then leave the most beautiful city in the world, you can discover some of the most sexy wineries in this part of the world, landscapes you can shoot another Lord of the Rings Trilogy in, plus a lot of Brutalist architecture, no wi-fi zones and of course outstanding wine and people. Come to Moldova, a time machine, I promise… you will remember it.
And do visit us at Piko, and one more, visit Moldova but not in February!
What should we always remember?
Always ask yourself why you are doing it? What do you want to leave behind? Flyers, posters, websites, cheap campaigns… or projects that change the rules of the game? And don't forget, life is short, have fun.
Piko won Gold, Silver and two Bronze awards, plus a Shortlist entry, at Cresta 2020 - a trophy haul that was enough to get them into the Cresta Global Top 50 ranking. They are pioneers for ambitious independents everywhere!
Work in progress at the Piko studio… handcrafted skills abound in the studio output
