Integrated communication and data intelligence agency Cheil | Centrade, the hub for Southeast Europe of the Korean network Cheil Worldwide, improved its last year’s record at the Effie Awards. The 19th edition of 2022 of the main local competition dedicated to creativity that delivers results has scooped Cheil | Centrade a Gold Effie trophy, a Silver and two Bronze trophies, as well as two other Finalist titles.
The content platform 'First Bank Studios' won the Bronze trophy in one of the most competitive categories - Financial Services. A category dominated by players with a strong tradition and media power, but at the same time a category where innovation became more and more important. First Bank brought back the humour and relevance in financial communication, offering solutions for the real needs of Romanians, illustrating everything with bold spoofs of iconic films. The communication managed to attract new customers and accelerate sales growth.
The First Bank brand was also a finalist in the Timely Opportunity category with the 'Savior of Love' project for Loan from Anywhere campaign, on Valentine's Day.
"It’s the second consecutive year when First Bank is finalist in two different categories and when it goes up on the stage. We are excited to have in Cheil | Centrade a partner who shares our passion for innovation and sustainable results in the spirit of 'The American Way' and who helps us make a difference through the creativity that performs,” comments Viorel Ruse, marketing and communications director, First Bank.
Samsung won two trophies this year, both for the 'Play On With Samsung' communication platform. These are: a Silver in the Branded Content & Entertainment category and a Bronze in the Durables category. The campaign was also nominated in the Engaged Communities category.
"We are happy to be on the Effie stage every year with the Cheil | Centrade team. We are honored to see appreciation for the results of Samsung's storytelling and storydoing efforts to grow the mobile gaming and e-sports community, a very relevant territory for generation Z, the #AllOut generation as we call it. We thank the extended team and all the partners who made this result possible,” remarks Simona Panait, Marketing Director Samsung Electronics Romania and Bulgaria.
Last but not least, the ANAIS Association, another traditional partner, obtained a precious Gold Effie in the Positive Change - Social Good category, the first in the agency's history.
'The Guilt Gifts Puppetry' campaign, which won the Grand Prix at the 2022 IAB Europe Mixx Awards 2022, an absolute first for Romania, was also nominated for Effie Grand Prix by the presidents of the jury, Islam ElDessouky, Global Creative Strategy Director (Hydration, Sports, Tea, & Coffee), The Coca-Cola Company and, respectively, Sasan Saeidi, Global Client Leader – Coca-Cola (TCCC), Wunderman Thompson Global.
The first series of experimental theater starring toys belonging to victims of domestic violence thus proves, once again, that a truly creative campaign is first of all effective.
"Cheil | Centrade team made an extraordinary thing - to bring together amazing professionals who gave their best and turned this campaign about the dangers of emotional captivity into a landmark for the industry. We are grateful to all of them for helping to save the lives of women and children, victims of domestic violence,” says Mihaela Mangu Darvariu – executive director ANAIS Association.
"We are fortunate to have this pro bono support from the incredibly talented and passionate people on the Cheil | Centrade team and their partners, who have signed our awareness campaigns each year. All these campaigns are at the intersection of art, insight and emotion - 'Unquiet Voices' in 2019, 'Isolate violence!' în 2020, 'The Guilt Gifts Puppetry' in 2021, and 'Some Masks Remain' in 2022,” continues Carmen Nemeș, President ANAIS Association.
"Cheil | Centrade had its best moment so far at Effie Awards, in the year of the most competitive edition in the history of Romania, with a record number of entries. At Cheil, we believe in the power of creativity that turns our partner brands into Outperformers, through an integrated approach that focuses on relevant, data-driven innovation. This result will help us stay hungry for ideas,” adds Miruna Baias, strategy head Cheil | Centrade.
“I am very proud of everyone who contributed to the premieres of this edition - the first Gold, the first double trophy for Samsung, the first time we raised over 50 points in the Effie ranking. 'Cheil' in Coreean means 'The First', and the last few years brought a lot of such firsts. From the first Grand Prix at IAB Mixx Romania and IAB Mixx Europe, to the most awarded agency at the Webstock awards. From the first D&AD trophy, to the first appearance in the D&AD jury,” completes Mihai Gongu, executive creative director Cheil | Centrade.
Radu Florescu, CEO Cheil | Centrade applauds the result and congratulates all the agencies that scored points this year.
“We are honoured by this performance that confirms that the business decisions we have made to prepare the organization for post-pandemic challenges are the right ones. The data is what turns a creative campaign into an Effie trophy and we take pride in one of the strongest data analysis teams in the region. I would like to congratulate the organizers of the Effie Awards for a truly memorable edition, as well as all the agencies and all the clients who took the stage for their role in raising the standards in this industry. I also want to thank our partners for trusting our expertise and our team for their enthusiasm, creativity and client-centric approach.”