First Bank Launches 'The Independence Loan' Inspired from the Universe of Hollywood Films from Cheil | Centrade

Cheil | Centrade, the Southeast European hub of the Cheil Worldwide network, launched a new First Bank campaign under the First Bank Studios series, illustrating the brand philosophy "The American Way" through stories inspired from the universe of Hollywood blockbusters.

Through this new piece of content, the First Bank approach remains fresh and faithful to the First To Make A Difference mantra, transposed into banking products comms and the innovative edge of each product within their portfolio.

In this latest episode of First Bank Studios series, we enter the world of sci-fi with an alien couple plotting, drawing on established cinematic tropes, the invasion of Earth. However, they quickly give up on their aggressive plans. Attracted by the extraordinarily advantageous interest rates of the First Bank mortgage loan, and the benefit of applying for this via video banking, they ultimately decide to become earthians and homeowners in Bucharest.

The new platform includes delightful creative executions, and it is the brand's response to the increased consumption of video content on streaming platforms, especially young audiences in urban areas. The First Bank products are thus transformed from simple financial instruments into life-changing solutions for the stories’ protagonists, placed within a diverse series of iconic scenes from the world of American cinema.

"With every initiative, we want to offer our clients 'galactic' digital banking services - easy to access from anywhere, with a minimum of time invested, at competitive prices. The new mortgage loan from First Bank comes with an interest rate starting at only 3.45% and a friendly way to apply for it - through video banking and a single visit to the bank, if everything works out. That's why the way of communication is just as friendly and rewards the viewer's time with quality entertainment. The series inspired by the world of American films thus continues with an alien invasion, but with a funny twist," explains Viorel Ruse, director of marketing and communications at First Bank.

"We are very pleased with the first SF film of the First Bank Studio series. It is the first made entirely in CGI and I think the team from Cyclops Film and Static VFX did a very good job. The "Independence Loan" comes with so many extra-terrestrial advantages that it is attractive even to other civilizations," adds Mihai Gongu, executive creative director Cheil | Centrade.

"The First Bank team has proven that it knows how to inspire and approve work that combines creativity with efficiency, as shown by the two finalist campaigns selected by the EFFIE jury this year in two different categories, and the bronze trophy won in the highly competitive Financial Services category. We hope to return to the EFFIE stage next year with the stories from the Bank Studios series,” concludes Carmen Miruță, customer service director Cheil | Centrade.