First Bank launches the new mobile banking app integrated in the brand platform “The first to make a difference”, signed by Cheil | Centrade

Ads, Creativity

Cheil | Centrade, assigned as the strategic and communication partner for First Bank, recently launched the bank’s American brand campaign in Romania – “The first to make a difference”. The campaign underscores First Bank’s strategic approach by offering state-of-the-art products that are inspired by the real truth behind famous American icons.

The campaign begins with a teasing component using TV and radio, by capturing the reaction of American citizens who discover that American icons such as basketball or hotdogs were in reality not invented in America, but were made famous by America throughout the globe. In order to raise awareness, the website and social media channels Facebook and YouTube presented other inventions that do not have American roots.

On the 4th of July, First Bank launched the manifesto spot, starring the well-known actor Paul Ipate who presents a series of inventions, from automobile to burgers and from jeans to cinematography, that have were embraced by America and taken to the next level by Americans. With the latest generation interface and super-benefits, like the attached VISA Platinum card, the mobile banking app from First Bank is another example where Americans were not necessarily first but were the first to make a difference.

Carmen Miruță, Client Services Director Cheil | Centrade, explains the idea behind the spot “We wanted a campaign that would bring First Bank and the new app to the attention of customers. We are glad to have an ambitious partner with whom we have implemented a 3600 campaign in the true sense of the word. The campaign included not only TV and social media but also internal communication, branch decoration, spectacular outdoor projects, special subway executions, and dedicated branded content projects in partnership with Virgin FM and Antena 1.

We checked and The Independence Day (a.k.a. the campaign launch day) could not be postponed. Therefore, although we did not invent the speed in craft, we simply took it to the next level. We had the chance of working with partners who fully understood out thinking and we managed to launch a ambitious campaign in a relatively short time” says Roxana Niță, Cheil | Centrade Group Creative Director.

I am delighted that the bold creative strategy and the executions proposed in the pitch were broadcast almost unchanged, confirming that we are working with a truly ambitious brand opened to modern communication that generates excitement. We look forward to the next brief” adds Mihai Gongu, Executive Creative Director of Cheil | Centrade.

The First Bank application implied many months of intense work by the extended team. I think we have managed to offer a seamless product experience and we were pleasantly surprised to have an equally smooth process for the communication campaign” says Viorel Ruse, Marketing and Communication Director, First Bank.

The agency will provide through-the-line strategy and creative services for integrated brand and product campaigns for the next three years, in First Bank’s bid to grow on the local market.

Cheil | Centrade has a solid 12-year communication experience in banking having worked in several markets throughout the Balkan region. Cheil | Centrade is also the lead communication partner for other leading brands in the energy and insurance industry and the lead social agency for the number 1 social media brand in Romania.


First Bank:

  • Marketing & Communication Director – Viorel Ruse
  • Senior Marketing Specialist – Mihai Tănase
  • Marketing Specialist Insights & Social Media – Daniela Bărăitaru
  • BTL & Production – Mihai Terecoasă

Cheil | Centrade:

  • Executive Creative Director: Mihai Gongu
  • Group Creative Director: Roxana Niță
  • Art Directors: Ana-Maria Tănasă, Victor Trifan
  • Copywriters: Alexandru Iliescu, Robert Ghiță
  • AV Director: Monica Garbur
  • Client Services Director: Carmen Miruță
  • Group Account Director: Codruța Strat
  • Sr. Account Manager: Bianca Maria Cauc
  • Account Executive: Andreea Silvia Predoiu
  • DTP: Dan Butoi 

Production House: Multimedia Est

  • Director: Hypno
  • DOP: Ate
  • Producers: Mihai Modâlcă, Adi Smeu

Print post-production: New Folder

  • 3D Designer: Sofian Moumene
  • Creative Director: Dan Vezențan

Video post-production: Chainsaw Europe

  • Image editor: Mircea Lăcătuș
  • Sound editor: Andrei Vasilache
  • Post-production coordinator: Raluca Iuteș, Oana Manea

Music: Electric Brother

Animation: Key Frame

  • Animation editor: Ducu Buzea

Illustration: Vali Petridean

Videographer Social Media: Adi Bulboacă

Media Agency: OMD & Porter

  • Elena Munteanu
  • Maria Tanasoff

Cheil | Centrade is one of the leading integrated communication companies and the regional hub for Cheil in South-East Europe (10 markets), coordinating creative and communication strategy for Samsung. Cheil | Centrade’s portfolio also includes First Bank, NN, Raiffeisen Bank, Dr. Oetker, Mondelez, KTI, Point Pickup, ANAIS, Hospice Casa Speranței and United Way. In 2018, Cheil | Centrade Bucharest launched DIA, a unique data intelligence service center, providing services to European markets. Recently, Cheil | Centrade was the only Romanian agency awarded in the latest edition of London International Awards and, also, the single Romanian agency represented on the Euro Effie jury panel. Centrade is part of the International Holding Centrade USA, with operations is Bucharest, Houston and Zagreb. The Holding also includes Chainsaw Europe, Kubis Interactive and Epidemic Worldwide.

First Bank is a newcomer on the Romanian market. It brings the true American DNA visible in the values it embraces, from integrity, client prioritization, passion for lasting results, teamwork, innovation to sharing success. Values ​​encapsulated in their slogan “The American Way”.