FREE TO BE YOURSELF

BCR

CONTEXT

After a period of uncertainty and changes, Romanians rediscovered their true passions and values, becoming more aware of who they really are and how they want to live. Problem is, faced with the pressures of everyday life and the fear of financial instability, many find themselves compromising and living in disaccord with their true selves.

STRATEGY

Inspire them to live authentically and fight their fears with the help of financial intelligence.

Supporting the brand’s long-term mission to build a more financially intelligent Romania, in this campaign we put to work BCR’s financial products, know-how and tools to support people’s goals and aspirations.

IDEA

Free to be who you want to be.

The starting point of a change of lifestyle in our campaign is a personalized financial plan that BCR offers to each Romanian. We chose to tell the story of one of the millions of Romanians who work abroad and who wishes to come back home to live an authentic life close to his family. A financial coaching session touches subjects such as ways of saving, of investing or methods to reach your goals more easily, which in turn give you the freedom to make the choices that bring you closer to yourself and your wishes.

TVC

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