BRD Groupe Societe Generale: BRD Groupe Societe Generale - Two Nations, One Language

Credits & Description:

In march 2014, Leo Burnett & Target Romania launched a campaign for the French financial group BRD Groupe Societe Generale with the aim of changing Romaniansâ perception in respect to the bank "the arrogant French".
They did so by using the opportunity that the International Day of Francophonie, March 20th (celebrated as a tradition in Romania) had provided them. There are about 15000 words in Romanian that have the same meaning and almost the same spelling as in French, so they tossed them around and created poetry (featured in print, outdoor, posters in the bank). In radio, they had the radio station broadcast the Romanian words on the left channel and their equivalent on the right channel, then stereo the conclusion which put an emphasis on team spirit.
Category: Finance & insurance
Client: BRD Groupe Societe Generale
Agency: Leo Burnett & Target Romania
Country: Romania
Campaign file: Download campaign file
Creative Director: Irina Becher
Art Director: Ioana Avram
Copywriter: Andreea Ghenoiu