CONTEXT:
Life in the diaspora means living in two worlds at once. You build a future in a new country, but your heart remains in Romania. That emotional split is tough and often comes with the guilt of not being there when your family needs you most.
Allianz-Țiriac connected Romanian families and friends across countries to show that care goes beyond borders - through an emotional DOOH campaign. The copy in the billboard ads begins in a foreign country and continues back home in Romania, where their loved ones are. The campaign was amplified online, further connecting Romanians abroad with families back home.
Teasing
For several days, streets in Italy, Germany, and Spain displayed anonymous OOH ads with a simple but touching message, written in Romanian: “I’m here with you”.
Meanwhile, in Romania, complementary messages appeared, expressing insightful little connection moments that those abroad don’t get to witness, like: “…even when you unwrap my gift without me” or “…even when you don’t believe in yourself at your first interview.”
The intrigue quickly spread across social media and the press, sparking conversations about who was behind the mysterious campaign.
Reveal
The full story was unveiled on the same billboards – “I’m here with you, even when I’m not” - with Allianz-Țiriac now claiming the message and inviting Romanians in diaspora to visit allianztiriac.ro and choose an insurance for their loved ones back home.
