Bergenbier and Leo Burnett Group celebrate Friendship’s Day for the 3rd year

Ads, Creativity, Events

Bergenbier and Leo Burnett Group raised the friendship to new levels during the week-end (July 4-5), where they invited all friends to live a real musical experience at the 3rd edition of Bergenbier Friendship Days.

During festivals’ and concerts’ season, Bergenbier prepared for the public an innovating experience, celebrating friendship with live music and with a series of digital activations.

Bucharest concert is part of a national tour, promoted with a communication campaign based on special experiences offered at the event. Communication’s focus is online, with interactive and surprising executions, but traditional media (press, radio, OOH, in-store) is used for local communication of the events.

Poster_Zilele Prieteniei Bergenbier

Friendship Days represent a series of events already traditional for Bergenbier consumers, and reached to the third edition this year. This year, we want to bring the public closer to the artists with a series of interactive and innovative experiences.

All that happens during the concert and especially the Bergenbier mobile app transform the participation into a remarkable experience, offering an undeniable reason to live your friendship

Victor Stroe

Strategy & Planning Director, Leo Burnett Group

For the experience to be complete, Bergenbier app 4friends becomes the digital friend of the participants, offering them the best interaction with the bands on the stage. Through the app, the phone is transformed into the strongest concert experience: interaction with the screens placed on the concert avenue, can send photos and messages, vote the song they want to listen again and make selfies with the celebrities. The app is available for iOS and Android.


The PR component of the communication campaign was handled, same as for the previous editions of the event, by 2ActivePR.

The teams working on the project:

  • Bergenbier SA: Mihai Mihaescu (Brand Manager), Laurentiu Marin (Events Coordinator), Valentin Stoenescu (Senior Brand Manager).
  • Leo Burnett Group: Razvan Capanescu (Chief Creative Officer), Cosmin Ezaru (Senior Art Director), Radu Olteanu (Senior Copywriter), Teodora Stefan (Copywriter), Raluca Circo (Art Director), Victor Stroe (Strategy & Planning Director), Mugur Patrascu (Digital Director), Corina Delea (Brand Communication Executive), Mihai Lucanu (Brand Communication Manager), Andrada Creata (Brand Communication Manager), Anda Lazar (Brand Communication Director), Cristina Corbu (Brand Communication Manager).
  • Event coordination team: Cristian Balaci (Senior Producer), Stefan Danu (Senior Producer), Smaranda Gabrielescu (Account Director)
  • 2ActivePR: Ana Filipescu (Account Manager), Cristina Hanganu (Managing Director).