Glovo Georgia: Linguistic Wordplay & Studio Production
Role:Collaborative Contribution · Concept, Copy & On-Set Production Support
A collaborative promotional campaign celebrating Glovo's birthday, built around a playful Georgian double meaning with hands-on studio photoshoot coordination.
The Challenge: Making promotional free delivery feel genuinely local and celebratory
Promotional discount campaigns frequently feel transactional and generic. For Glovo Georgia's local birthday milestone, the brand wanted to offer free delivery while maintaining a festive, witty connection with Georgian customers.
The goal was finding an organic cultural hook inside everyday Georgian language that tied the celebratory birthday mood to the delivery app.
My Role & Transparent Collaboration
Working as part of the Socialsharks agency team, I contributed to creative concept development and Georgian copywriting, and provided hands-on support during the studio photoshoot.
I assisted on set with prop sourcing (including the celebratory birthday cake), casting, and shot framing. This project is transparently documented as a collaborative agency team contribution.
Project Collaboration & Credits
Linguistic Double Meaning & Festive Studio Visuals
We centered the campaign on an everyday Georgian conversational idiom, turning an ordinary birthday greeting into a lighthearted promotional promise.
Georgian Wordplay Concept
Cleverly played on the Georgian phrase for celebrating a birthday and receiving gifts without paying.
Hero Campaign Photograph
A joyful studio composition featuring a vibrant birthday cake and festive delivery packaging.
3 Supporting Social Frames
Model and product compositions highlighting diverse delivery categories (restaurant food, groceries, pharmacy essentials).
Visual Showcase & Media Archive (3)
Glovo · We Don't Pay on Birthdays!
On-image copy: "დაბადების დღეს არ ვიხდით" (Play on words: 'We don't celebrate birthdays' vs. 'We don't pay on birthdays'). Clever pandemic-era celebration campaign offering free deliveries and birthday party perks.
Glovo · And You... Are You Paying For Your Birthday?
On-image copy: "თქვენა და... დაბადების დღეს იხდით?" (Teaser: 'And you... are you paying for your birthday / throwing a birthday party?'). Social teaser building viral curiosity before revealing Glovo's zero-delivery birthday treat.
Witty Local Engagement & Brand Affinity
The campaign stood out in local social feeds for its genuine linguistic charm and warm visual energy.
Note on factual fidelity: Work delivered 1 hero photograph and 3 studio campaign frames; overall in-app order surges were driven by app promotions and commercial operations.