Cucuietii Credit Card
Creative idea
In a category obsessed with innovation, ING found something more powerful: a deeply Romanian expression and mindset. “Cucuieții din Deal” is our shorthand for the middle of nowhere—a place where nothing happens—but few knew it was real. While credit card advertising usually sells foreign holidays and experiences abroad, ING turned the lens inward, towards one of Romania’s most rural places. We transformed an abstract cultural reference into a real destination, mapping authentic local food, farms, crafts and workshops that people could discover and pay for with the ING credit card. Innovation became local, human and unmistakably Romanian.
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
Post production: Cronicarii Digitali
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
