Scam donuts

Creative idea

Summer in Romania means sun, music… and scams. During vacations, financial fraud rise when people are most relaxed. But how do you talk about cyber safety on a beach? In Romanian slang, “donut” means “lie” and “selling donuts” means “telling lies.” So ING Bank turned the beach’s oldest tradition, the roaming donut vendors, into the loudest warning against scams. The campaign started right where all Romanians gather in summer: on the seaside, with a live beach activation. From there, it spread nationwide through social media, PR and national radio. People laughed, filmed, and shared, while ING drove customers to activate its Safety Kit and raised scam awareness among non-clients.

Brand name: ING Bank
Advertiser / client: ING Bank
Product / service: Financial Services
Campaign name: Scam donuts
Agency network: SAATCHI & SAATCHI
Agency: Saatchi & Saatchi + The Geeks - Bucharest
Media agency: Dentsu
Web address: https://ing.ro/antifrauda/
Executive creative director: Laura Belc
Creative director: Raluca Eftimie
Art director: Diana Dalimon
Copywriter: Cristiana Petre
Account director (agency): Ioana Mușat - Managing Director The Geeks
Client account director: Simona Zglimbea
Managing director: Vlad Petre
Strategic planner / strategist: Anca Iuhas
Pr director: Camelia Eremia
Digital strategist: Georgiana Feriu
Digital creative: Alexandru Tănase
Additional company: Agency: Cătălina Dobre - Copywriter Diana Savin - Jr. Art Director Ionut Pasolea - Sr. Copywriter Dan Ichimescu - DTP & Graphic Designer Beatrice Rotaru - Jr. SM Executive Mihaela Prisecaru - Influencer Marketing Specialist Francesca Roscolodicu - Account Manager Răzvan Oncescu - Jr. Account Executive Client: Alexandra Murea Erna Vitalariu Mona Tufeanu Nicoleta Pirvu Dana Maria Ștefan Silvia Jalea Corina Rusu