CONTEXT:
Love is rarely declared out loud. For Romanians, it often hides in everyday gestures: a shared breakfast, a remembered craving, a quiet “I thought of you” disguised as groceries.
For its 20th anniversary, PENNY set out to celebrate these unspoken expressions of affection. Love Forms redefines love through the lens of small, genuine acts, reminding people that tenderness can live in a shopping basket as much as in a hug.
At the heart of the campaign lies a TVC that follows a father over two decades: a man who struggles to put his love into words, yet shows it through small, thoughtful gestures. His story reflects the way many Romanians express affection: quietly, consistently, and without fanfare.
Through this campaign, PENNY became a storyteller of real life, showing that love doesn’t live in words or ads, but in gestures that quietly fill our baskets, our tables, and our hearts. The campaign reinforced PENNY’s role as a brand rooted in everyday Romanian life, one that understands that true value isn’t only about prices, but about presence, care, and connection.
