Creative Concept Contribution · Copywriting · Photoshoot Production Support
A collaborative Glovo Georgia birthday campaign built around a Georgian linguistic double meaning, combining local wordplay with hands-on studio photoshoot production.
Client:
Glovo Georgia
To celebrate Glovo's birthday with a free-delivery offer, the campaign needed a sharp local insight that felt rooted in everyday Georgian conversation rather than a translated international promo banner.
Working as part of the Socialsharks agency team, I contributed to the creative concept and Georgian copywriting, and supported the studio photoshoot on the ground through casting assistance, prop selection (including the birthday cake) and production direction. Presented transparently as a collaborative team contribution.
Promotional campaigns work hardest when the offer itself is the punchline. By anchoring the creative around "დაბადების დღეს არ ვიხდი", the headline simultaneously sounded like a familiar birthday remark and stated the exact free-delivery benefit.
To make the double meaning land immediately, the photography had to show the opposite of "not celebrating": expressive talent, festive styling and a custom birthday cake set against Glovo's unmistakable yellow palette.
The finished series demonstrated how tight coordination between copywriting and physical shoot production (casting, props and art direction) turns a simple delivery promotion into memorable local brand work.
For non-Georgian readers, the campaign's punchline rests on a single everyday Georgian phrase that carries two meanings simultaneously:
In conversational Georgian, saying "დაბადების დღეს არ ვიხდი" is the standard way to tell friends you are skipping a big birthday celebration this year.
Translated literally, "არ ვიხდი" means "I do not pay". Staging models mid-celebration with a birthday cake turned the idiom into a direct punchline for Glovo's birthday free-delivery promotion.
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