Forms of love

For 20 years, PENNY has been a trusted neighbourhood discounter for Romanian families.

To celebrate this anniversary, we reinforced their brand promise, “We save money, not love,” with a campaign built on a powerful insight: love is often shown through actions, not words.

This inspired a manifesto film featuring a father who, for over 20 years, struggled to say “I love you” to his daughter – but proved it daily through his deeds.

The campaign showed how PENNY was there to support him, and families like his, every step of the way.