Piraeus Bank Bulgaria has launched a MasterCard credit card along with Unicef; each transaction accomplished with this special card entails the donation to Unicef by both the card holder and the bank.
The campaign is itself a Corporate Social Responsibility (CSR) action launched in May 2011 and promoted via TV commercial, Print material (Point of sales and print ads) as well as internet by the launch of a microweb. Both the ‘’Petite Prince’’ creative of the card plastic as well as the touching and emotional story of the TVC aim at attracting the public interest and inviting people to contribute to Unicef in favor of kids that need extra reasons as well as psychival strength to smile :) The bank itself becomes an activist by additionally donating to the Unicef foundation!
The tv commercial is shot in black and white, dark colors trying to project the melancholy, sadness and misery featuring the kids’ lives. While everybody goes out with friends, has a drink and some fun, thousands of children are not in equivalent situations; they live in institutions, may not have parents, but they do preserve some hope deep inside! So, Piraeus Bank invites people to join its CSR action and together help these children save their hope for tomorrow! Since images speak louder than words, N*joy the artwork of the respective subtitled tv commercial !