Zbor by BCR

Creative idea

What if, instead of telling young people to believe in themselves, a bank actually helped them do it?​ Starting from BCR’s brand platform, “Believe in yourself”, we created Zbor (translates as “Flight”, in Romanian): not a communication campaign, but a national social program designed to build young Romanians’ self-confidence.​ We created a real infrastructure for confidence: 9 physical youth hubs, digital communities, educational programs, mentors and experiences, all free and co-created with young people.​ Communication came afterwards, turning the program into a national conversation.​ BCR didn’t just communicate its brand belief. It built it in real life.​

Brand name: BCR
Advertiser / client: BCR
Product / service: Youth Hubs
Campaign name: Zbor by BCR
Agency network: INDEPENDENT AGENCY
Agency: Cohn & Jansen Advertising, Bucharest
Media agency: Wavemaker Romania
Production company: MME (MultiMedia EST)
Web address: https://www.cohnandjansen.ro/
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Agency chief executive officer: Diana Crâșmariu
Chief creative officer: Mihai Fetcu
Creative director: Mihai Fetcu
Art director: Cosmin Nicola
Copywriter: Alexandra Popa
Account director (agency): Alina Floroian
Client account director: Arina Stoenica
Media director: Ramona Petcu
Managing director: Diana Crasmariu
Strategic planner / strategist: Diana Crasmariu
Senior planner: Raluca Diaconu
Pr director: Loredana Ianus (GRF+)
Photographer: Alex Galmeanu
Film production: MultiMedia EST
Director: Bastian Glaessner
Music: Tudor Chirila
Agency producer: Ilinca Dumitrescu
Post production: Multimedia EST