Freemăvara foodpanda
Art Direction
Date:
Spring 2021
In collaboration with:
Tantanian
The Challenge
To announce the arrival of spring and a major seasonal promotion: free delivery on all orders. The goal was to create a fresh, optimistic visual identity that could be rolled out nationally across multiple touchpoints, differentiating the brand in a crowded market.
Concept: A Blooming Appetite
We wanted to visualize spring not just through colors, but through the food itself. The core creative concept revolved around food mimicry: transforming delicious dishes into symbols of the season.
A burger and wedges form a sunny flower.
Slices of pizza turn into butterfly wings.
Sushi rolls bloom into a flower.
A pizza slice becomes a bouquet of tulips.
This visual playfulness captured the joy of the season while keeping the product front and center.
Visual Identity & Localization
Art Direction & Copywriting: The campaign utilized a split-background layout: the iconic foodpanda pink paired with a fresh, spring-inspired teal.
Bilingual Adaptation: The campaign ran in both Romanian and English. We developed a localized hook for the Romanian market: "Vine, vine Freemăvara" (a wordplay on "Primăvara" - Spring, and "Free"), adapted in English as "foodpanda springs free delivery."
TV & Motion
The static visuals were brought to life in a dynamic animated spot, creating a cohesive experience from street to screen.
Out of Home (OOH) & Environmental
High-impact placements in key urban locations, including large-scale wall decals in parking lots and transit areas to capture commuters
Digital
Optimized visuals for digital channels, ensuring legibility on small screens while maintaining the concept's charm
Impact
The campaign was successfully rolled out nationwide, ensuring high brand visibility during the key spring season. The consistent visual language across OOH and digital touchpoints reinforced foodpanda’s position as a market leader.