On Romanians' Mother Tongue

Creative idea

Because of globalization, the new generation of Romanians is more interested in food products from abroad, leaving local products created by hard-working artisans outside their grocery shopping cart. Therefore, Kaufland supports local craftsmen through a 100% Romanian brand called „Vreau din România,” created in partnership with them. To reconnect a generation losing interest in Romanian tradition with authentic local products, we used the only 100% traditional thing that all Romanians use without realizing it: funny idioms based on Romanian food. With the help of thousands of users, we created the first crowdsourced visual dictionary illustrating the humor and randomness of Romanian folk wisdom, using only „Vreau din România” products.

Brand name: Vreau Din România
Advertiser / client: Kaufland
Product / service: Kaufland / Retail
Campaign name: On Romanians' Mother Tongue
Agency network: INDEPENDENT AGENCY
Agency: v8 Interactive Bucharest
Production company: Saga Film
Web address: https://www.youtube.com/watch?v=4slesaVhVQQ&t=21s
Creative director: Adina Stanescu
Art director: Laura Fluture, Adriana Paulica, Rares Boghiu
Copywriter: Andreea Siran, Paul Craciunescu
Account director (agency): Corina Angearu, Andrei Dragu
Client account director: Alexandra Coanca
Managing director: Ionut Andrei
Strategic planner / strategist: Ionut Andrei
Pr director: Andreea Rețea
Film production: Saga Film
Director: Nicolae Constantin Tănasă
Agency producer: Liviu Isop
Additional company: Alina‑Roxana Golopența – Marketing Director Silviu Buidan - Head of Digital Marketing Maria Ionescu - Senior Marketing Specialist Valeria Romanciuc - Social Media Marketing Specialist Iustin-Răzvan Moței - Social & Online Marketing Specialist Cosmin Ezaru – Creative Marketing Director