A video storytelling campaign, offering Romanian entrepreneurs a positive role to play for their communities.

BCR, the brand that positioned itself as the bank for people who believe in themselves, wanted to take the brand positioning further and inspire a new type of self-trust, this time for business owners, by giving them a reason for resilience during the challenging times they were facing. When a small business goes down, a lot of things go down with it – the community around it is poorer, people lose their jobs, there are fewer local taxes paid etc. So, it’s a lot at stake to stay alive. Not only for their own sake, but for everybody’s sake. The campaign gave entrepreneurs both emotional support & motivation, but also practical & pragmatic support to keep their business alive, with help from BCR.

TINEMDESCHIS.RO (westayopen.ro) became an aggregator for all these tools.