Banknote Concerts

Creative idea

'George Enescu' is one of Europe's leading classical music festivals, but tickets are super expensive and sell out in hours. This makes the festival inaccessible to „ordinary” Romanians. As the festival technology partner, Samsung decided to democratize classical music for everyone in Romania. The solution was beautifully simple. Using AR technology, we turned every 5 RON banknote (1 EUR) into a virtual concert 'ticket'. Any Romanian could simply download the free Samsung dARe app, scan the face of famous composer George Enescu on the 5 RON banknote and experience the festival in real time, from anywhere, without paying a dime.

Brand name: Samsung Electronics
Advertiser / client: Samsung Electronics
Product / service: Corporate sponsorship
Campaign name: Banknote Concerts
Agency network: LEO BURNETT
Agency: Leo Burnett Bucharest
Executive creative director: Jorg Riommi, CCO, CEE Publicis Groupe; Vasilije Corluka, CCO Leo Burnett Bucharest
Creative director: Andrei Nica, Group Creative Director, Leo Burnett Bucharest
Art director: Silvana Frînculescu, Cătălin Grigore
Copywriter: Miruna Potop
Designer: Codrin Neagu
Account director (agency): Adina Redeș
Client account director: Livia Fericean - Corporate Citizenship & Public Affairs Manager
Media director: Rodica Mihalache
Managing director: Diana Alexa
Strategic planner / strategist: Victor Stroe, Associate Director & Head of Strategy
Senior planner: Maria Sarivan
Pr director: Monica Jitariuc, Oana Bulexa
Agency producer: Sorin Deleanu
Additional company: Simona Panait - Marketing Director, Samsung Romania & Bulgaria Livia Fericean - Corporate Citizenship & Public Affairs Manager Ioana Sigarteu - Corporate Communication Manager Corina Enache - Social Media Specialist Monica Iosif Senior Brand Communication Manager Raluca Acuculiței Brand Communication Executive