BRIEF 

In 2026, Kaufland launched a bold promotion: products priced at just 1 ban (the smallest Romanian currency unit, worth €0.002). While shoppers queued for bargains, we saw something deeper-a chance to explore Romania’s relationship with money through its most neglected coin. The brief: transform a retail promotion into a cultural moment that celebrates both absurdity and nostalgia.

CONCEPT 

We built Romania’s first digital museum dedicated to the 1 ban coin-the country’s most worthless yet most resilient currency. “Muzeul Banului” traces Romanian money from 1867 to today, with a twist: the star exhibit is the 1 ban coin in 2026, suddenly the only coin that can actually buy something. Visitors became curators by sharing photos of their 1 ban purchases from Kaufland, turning a shopping promotion into collective storytelling about value, inflation, and what money means when it means almost nothing.

Deliverables

• Dedicated landing page (muzeulbanului.ro microsite concept)
• Homepage widget on libertatea.ro for 30 days, driving traffic to project page
• 10 Facebook posts across Ringier’s portfolio (2 each: Libertatea, Unica, Viva, Avantaje, Libertatea pentru Femei)
• 10 Instagram posts across publications
• 5,000,000 banner impressions promoting the project across Ringier network
• Contest administration (terms & conditions, Kaufland gift voucher prize integration)

PERFORMANCE [Results to be added post-campaign]