Work
Raiffeisen Bank Romania and MullenLowe Romania launch unOriginal, a digital social good platform built on a simple yet powerful idea: good doesn’t need to be reinvented, it needs to be multiplied. unOriginal gives NGOs around the world access to campaigns and ideas that have already proven their effectiveness, so they can be adapted, reused, and carried forward wherever they can truly make a difference.
In a world focused on novelty, unOriginal dares to challenge the dogma of originality. Studies show that only a small portion of NGOs’ communication campaigns manage to achieve their goals and create real change. The others, although pursuing the same causes, are forced to rebuild everything from scratch.
E Efficiency thus becomes the new form of originality. Because, often, the world doesn’t need a new idea, it needs one that works, one that has already done good and deserves a second life.
Laura Mihăilă, Director Marketing, Comunicare & CX, Raiffeisen Bank Romania.Raiffeisen Bank has always supported initiatives that create real value for the community. With unOriginal, we’re taking this commitment further by offering NGOs a resource that turns proven ideas into scalable solutions. It’s an invitation to collaboration, not competition. Because good doesn’t need to be original, it just needs to be done.
All around the world, NGOs face the same challenges: education, inclusion, sustainability, equality. And too often, they start over, reinventing solutions that others have already tested. unoriginal.work changes this perspective by becoming the place where proven ideas turn into shared resources. Here, the success of one organization can become the beginning of another. Because an idea that has done good somewhere shouldn’t stop there.
Cristiana Belodan, Managing Director, MullenLowe Romania.Through the unOriginal campaign, we aim to bring a dose of clarity to an industry that lives for new ideas. The truth is, a good idea deserves more than one life, especially when it can create positive change. This platform is more about efficiency and meaningful causes, and less about awards and advertising egos.
The platform was launched during Creativity 4 Better, where Raiffeisen Bank supported a panel dedicated to the efficiency of originality in social good campaigns.
The launch campaign, created by MullenLowe Romania, includes a video manifesto available here, inviting NGOs to upload and download campaigns from the platform.
The initiative is also supported through digital activations, conferences, galleries, and LinkedIn campaigns designed to turn effective ideas into universal resources. Because helping to create positive change is more important than being original.
***
Teams involved
Raiffeisen Bank: Laura Mihăilă (Director Marketing, Comunicare și CX), Livia Fericean (Corporate Communication & Public Affairs Lead), Daniel-Gigi Matei (Sustainability & ESG Manager), Loredana Săndulescu (Sr. Communication Manager), Luiza Iliescu (Social Media Manager), Mihaela Vasiluță (Marketing Services Manager).
MullenLowe România: Cristiana Belodan (Managing Director), Simina Leotescu (Strategy Director), Alex Petrescu (Creative Director), Andrei Ropotă (Senior Copywriter), Mircea Solomiea (Art Director), Ranete Alexandru (Senior Graphic Designer), Alexandru Demeter ( Graphic Designer 3D), Valentin Ionescu (Art Director), Manuela Fulga (Group Account Director), Maria Toma (Digital Specialist), Anca Duță (Group Account Director), Andrei Bașa (Head of Events), Dragoș Voina (Event Manager), Adrian Radu (AV Producer)
Middleout: Andrei Găbreanu, Alexandru Tănase
About Raiffeisen Bank Romania
Raiffeisen Bank, a top universal bank with solid capitalization and liquidity, operates on the Romanian banking market, serving approximately 2.3 million individual and corporate clients.
For over 25 years, Raiffeisen Bank has supported Romania’s economic environment by offering financial products and services designed to meet clients’ needs. Guided by the fundamental principle of responsibility, we contribute to the development of society by financing a real and sustainable economy. At the same time, we are actively involved in the community by supporting five key pillars of development: education, urban ecology, sports as a healthy lifestyle, innovation, and, last but not least, art and culture. www.raiffeisen.ro
About MullenLowe România
For 32 years in Romania, Mullen is an integrated marketing and communication agency, which aims to keep its entrepreneurial creativity mentality and dynamic spirit. The agency positions itself as a challenger to the traditional modus operandi in the creative process and adopts a working model based on integration and holistic perspective on communication.
Mullen’s creative product is designed as a business solution and not just communication in partnership with customers, through creative thinking, media innovation and a customer journey that differentiates our customers’ brand in the intense competitive landscape.
Mullen Romania is part of the international network MullenLowe Global, one of the largest communication networks worldwide, with over 90 agencies in America, EMEA and APAC, one of the holdings of Interpublic Group of Companies. In Romania, the agency is part of Lowe Group, one of the most important communication groups on the market.
For more information, visit the Mullen Facebook page or the MullenLowe Romania LinkedIn page.
{"fill_in_all_required_fields":"Please fill in all required fields.","enter_valid_email":"Please enter valid email address.","something_went_wrong":"Something went wrong. Please refresh the page and try again.","submitting_no_longer_accepted":"Form submissions are no longer accepted. Please try again later.","token_has_expired":"This form has expired. Please refresh the page and try again.","must_agree_to_data_collection":"You must agree to our data collection terms to submit this form.","problem_with_submitted_data":"There was a problem with your form data. Please review your information and try again.","checkbox_icon_description":"checked checkbox","registration_successful":"Registration successful","thank_you_for_registering":"Thank you for registering for the report. You can now download the report.","download_report":"Download the Report"}