Employer branding · 2026
For its twentieth year in Romania, Provident put its own people at the centre of the celebration. Together we made “Trăim viața așa cum e”, eighteen short documentaries, each one about a colleague, and launched them as a real cinema premiere.
Consumer lending carries a lot of prejudice. Anything a lender writes about itself is read with suspicion. So the campaign started somewhere else, with a simple question about who these colleagues are once they get home.
Everyone has a role long before the job: parent, child, the person the family leans on. Each film follows one colleague through that role and through the work they do at Provident.
The films were first shown at Sala Luceafărul, as a premiere. The colleagues on screen sat in the audience, next to their families and to people from the company's offices around the country. Only after that evening did the campaign go online.
Anniversaries usually end with the party. This one left Provident with eighteen films about its people and a launch that became part of the campaign. The premiere received the Silver Award at the Employer Branding Awards 2026, in the Special Projects category.
“We wanted the 20th anniversary to be about what represents us best: our people.”
Florin Bâlcan, Country Manager, Provident România, IQads
The detailed case study for HR teams is on employer-branding.ro
Public sources: IQads, Employer Branding Awards 2026, Special Projects
NECULA Agency creates, produces and implements video campaigns. Employer Branding