Cucuietii Credit Card

Creative idea

Instead of joining the category’s battle of innovation claims, ING chose storytelling. “Cucuieții din Deal” is Romanian slang for “the middle of nowhere” but also a real village few people knew existed. We turned this cultural surprise into a creative demonstration: a journey of authentic Romanian experiences, from local food and farms to crafts and workshops, mapped from start to finish. People could discover, reach and pay for each experience with the ING credit card, opened digitally in just a few taps. The result transformed a generic “pay anywhere” promise into a human story people could follow and actually live.

Brand name: ING Bank
Advertiser / client: ING Bank
Product / service: Financial Services
Campaign name: Cucuietii Credit Card
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks
Media agency: Dentsu
Production company: Cronicarii Digitali
Agency chief executive officer: Vlad Petre
Chief creative officer: Laura Belc
Creative director: Raluca Eftimie
Art director: Diana Dalimon
Copywriter: Catalina Dobre
Account director (agency): Ioana Musat
Client account director: Narcisa Luft
Media director: Catalin Gaitanaru
Managing director: Ioana Musat
Strategic planner / strategist: Anca Iuhas
Pr director: Alexandra Radu
Additional company: Saatchi & Saatchi + The Geeks Diana Savin – Art Director Alexandru Tănase – Head of Social Media Francesca Roscolodicu – Senior Client Manager Dentsu Cosmin Mândricel - Digital Media Manager Daria Mateescu - Digital Media Planner Rogalski Marius Cernica - Communication Manager Alexandra Lupu - Communication Consultant ING Diana Mihai – Head of CoE Brand, Marketing and Communications Corina Rusu – Head of Brand & Marketing Department Raisa Beicu – Senior Brand Manager Alina Plătică – Brand Expert Silvia Jalea – Head of Internal and External Communications Daniela Marin – Senior PR Manager Dana Nacu – Digital Marketing Manager Arina Lazăr – Senior Social Media Manager Andreea Florescu – Media Lead