MAINSTAGE | THE AGENCY - Lino Golden feat. Scoala de Bani - Independent financiar

Category: Best Video Campaign

Client: Scoala de Bani BCR

Year / Domain / Status: 2018 / Finance / Participant

Strategy description:

By using a popular figure of the Romanian music scene, BCR wanted to reach a new audience, young people that are not aware they should already save or invest money. The campaign’s mechanic was to present someone that would appear to be the icon of overspending as able to be financial responsible in order to stimulate his fans to emulate a financial responsible behavior.


The spot was a recreation of Lino’s famous music video Panamera (Youtube hit with almost 30 millions views since February) and a response to Noapte Tarziu's (one of the most watched Youtube channels of Romania by our target) cover of Panamera. After he attended Scoala de Bani: during the video making he spots a good opportunity to invest his money instead of spending it on an expensive car. He renounces his former overspending self and adopts a new outfit and discourse that suggests financial responsibility is desirable no matter the lifestyle. Teased on social media both on the brand’s Facebook page and influencer’s Instagram, the spot was released on Facebook and Youtube.

Case visual: