Unfollow Self Hate

Creative idea

Two thirds of young Romanians struggle with self-hate and resort to coping mechanisms like compulsive shopping to make themselves feel better. To draw attention on the money wasted on self-hate and encourage a better relationship with themselves, we created The Self-Hate Calculator. This is an online tool that provides estimates on the money spent on damaging coping mechanisms, based on data gathered from nation-wide research. We amplified the campaign through video, influencer stories and social content. We also provided access to a free therapy hotline and free financial counseling sessions, as well as video

Brand name: ING Bank
Advertiser / client: ING Bank
Product / service: financial, banking
Campaign name: Unfollow Self Hate
Agency network: INDEPENDENT AGENCY
Agency: Jam Session Agency, Bucharest
Media agency: dentsu
Additional company: Dentsu
Production company: Bread Content
Web address: https://ing.ro/lp/calculatorul-de-selfhate
Executive creative director: Andreea Ghenoiu
Creative director: Alexandra Buligescu
Art director: Andreea Roscan
Copywriter: Alexandra Buligescu
Designer: Diana Dalimon
Account director (agency): Roxana Ionita
Media director: Otilia Pandele
Managing director: Ioana Cadir
Strategic planner / strategist: Stefania Bercu
Music: Golan Band