FCB Bucharest bets on a different Santa for Baneasa Shopping City

Ads, Creativity

FCB Bucharest won a creative pitch regarding the winter holidays communication campaign for Romanian commercial center Baneasa Shopping City.

Under the umbrella of center’s new positioning, The City of Good Life, the promotional campaign comes wit a fresh and modern concept and aims to reach both the general target of the mall, but also its most demanding public, considering the mix of brands Baneasa Shopping City is hosting.

santa baneasa

Starting from the insight that Santa Claus was always perceived as an old man with white beard and his helpers, green-dressed elfs, FCB Bucharest comes and proposes a change of perspective.

What if all Christmas cliches would be reinterpreted and brought in the present? Our days’ Christmas might look and relay the spirit of our times and to have the personality of today’s women and men. It would be interesting to see also an exclusive Christmas, elegant, sharp, modern and high-end

Claudiu Dobrita,

Creative Director FCB Bucharest

The campaign proposes to the consumers to discover Christmas’ full of style part via an innovative app on the commercial center’s market, City iLove. Using this app, users can scan their shopping receipt for at least RON 100 in Baneasa Shopping City and enter a draw having as stake a convertible BMW and many other prizes.

The campaign runs between December 1st – 24th and will be communicated online, on radio, inside the commercial center, on OOH and through BTL activities.


FCB Bucharest: Sorina Borcescu – Client Service Director, Claudiu Dobrita – Creative Director, Tiberiu Papa – Art Director, Alexandru Tigoianu – Copywriter, Florin Ciobanu – Head of Digital, Andreea Serbu – Account Manager,  Ionut Aldea – BTL Manager, Iulia Stanescu – Production Manager, Simina Lambrino – Group Account Director,  Raluca Cosmoiu – Senior Account Executive, Alecsandra Roman – Head of Strategy.

Baneasa Shopping City: Alexandru Bogdan – Marketing Director, Ovidia Popescu – Campaign Coordinator, Andrei Serbu – Campaign Coordinator, Alina Pavel – Content Coordinator and Luca Ciceu – Loyalty Manager.