Tribal Worldwide and Samusocial in Romania launch the first real estate agency that rents the spaces where homeless people live in


Tribal Worldwide together with Samusocial from Romania, the non-governmental organization whose mission is to save homeless people in Bucharest, launches the Real life estate project that aims to raise funds so that homeless people have an easier winter.

“In the context of the lowering of the temperature and the overcrowding of the shelter centers, the homeless people are faced with very difficult situations, being forced to live their lives in improvised spaces under the open sky. We were looking for solutions for them so that we could help them get through the cold season more easily,” said Sabina Nicolae, Samusocial Executive Director from Romania.

The lack of housing for homeless people is in direct contradiction with the growing real estate market in the country. This observation was also the one that inspired the creation of the Real life estate platform – the first real estate agency that rents the improvised spaces where homeless people live.

“For us it is a soul project. After listening to the stories of some of those who ended up on the streets, we decided that we need to do something to help them get through the winter, at least. And where to do this if not on these fashionable platforms where it seems that we are all present with a constant scroll after the next real estate purchase: the sites and Facebook groups where apartments or houses are rented and bought. We sincerely hope that through this campaign we will be able to sensitize people, so that they can donate for the less fortunate people, ”said Simina Zidaru, Deputy Managing Director.

Using the existing window shopping behavior on sites and apartment rental / sale groups, the agency wrote the ads inspired by the existing ones and posted a picture of the area where the makeshift shelter is located. In the first instance, those who open the ad will see the view that these residential spaces have, which is often spectacular, ultra-central, so that later the revelation of the real home can happen.

Anyone can rent the space in exchange for a donation. Depending on the number of days selected, the value of the donation changes. Also, those who will donate amounts over 100 lei will receive a physical print of the space they rented, a print signed by Adi Bulboacă.

The partnership between Tribal Worldwide and Samusocial from Romania started with this project and they both want to continue in the future, with other aid initiatives. The entire campaign was carried out pro bono by the entire team involved: Adi Bulboacă, Media Investment, SudEst Production, and OLX Imobiliare.

Tribal Worldwide Romania is the digital creation agency member of The Group.

The Group is a leader in the Romanian communications industry and includes agencies specializing in creative services, media, digital, branding, public relations, production, experiential marketing and special events.


Simina Zidaru – Deputy Managing Director & Creative Director
Mădălina Pop and Ionuț Raicu – Senior Creatives
Andreea Apostoliu – Head of Social Media
Claudiu Ioniță – Social Media Manager
Bianca Vișinescu – Social Media Executive
Marie-Claire Borcan – Influencers Manager
Ruxandra Popescu – Customer Service Director
Alexandra Mesaroș – Account Manager
Andrei Soare – Development Director
Roxana Memetea – Managing Partner

Sabina Nicolae – Samusocial Executive Director
Andrei Crăciun – Communication Manager