Background​
One of Romania’s biggest and oldest banks wanted to rekindle the modern spirit its clients and products already lived. Cheil was tasked with relaunching the new image campaign that repositioned it as the bank that makes your daily hopes and dreams come true.​
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Solution​
We’ve created a new ethos for BRD’s brand that was championed by the surprising appearance of Florin Ristei - local pop star, influencer, and media personality. This new direction was called The Backstage of Life. It brought people in the backstage of life where unseen struggles go from dreams to reality with the help of BRD. The integrated campaign touched on every media possible: social, OOH, retail, TV, events and more.​
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Result​
The new communications platform is ongoing leading to increased business and brand image KPIs.