BCR Red Carpet – Outshining the stars

How can we draw the attention of the media in a relevant way at the Gopo Awards, the Oscars of the Romanian Cinematography, an event where the spotlight is on the stars and their outfits?

BCR, the biggest bank in Romania and one of the biggest supporters of Romanian heritage and values, needed an outstanding idea to increase visibility with its support of the Gala.

So we decided to go where the stars are, we decided to reinvent the red carpet!

We commissioned Ms. Antoaneta, a Romanian artisan, to weave a traditional, Romanian red carpet, especially for the gala.

With a size of 2x14 m, incorporating 80 kg of wool, 6 looms, 6 artisans, 16 days of work resulted a unique, never seen before red carpet with traditional elements.

The BCR red carpet become the highlight of the evening, being featured on national news (Digi24), on the live broadcast of the event (ProCinema) and on 5 major online portals with a reach of over 7.257.840 monthly unique visitors. This made BCR the most visible brand at the event and reinforced its Romanian heritage guardianship.

Romanian cinematography has become famous all over the world for its minimalistic, local flavour films, as the exact opposite of Hollywood extravaganzas.

BCR is a big supporter of Romanian heritage and values and decided to add Romanian flavor at a ceremony similar to the Oscars.

So we decided to recreate the most important element that transforms an event into a Gala: the red carpet in a Romanian way!

We commissioned Ms. Antoaneta, a Romanian artisan, to weave a traditional, Romanian red carpet, especially for the gala.

It took 80 kg of wool, 6 looms, 6 artists, 16 days of work and resulted in an unique, never seen before red carpet with traditional elements, size: 2X15m.

BCR was the most visible brand associated with the event – the media coverage included national TV (Digi24),

live broadcast of the event (ProCinema),

5 major online portals with a reach of over 7.257.840 monthly unique visitors and photos with actresses posing with the carpet on their social media accounts.