Description
A Self-Ironic Celebration of French Mispronunciation in Romania.
In Romania, French has always been a source of humor. Few people speak it fluently, and many pronounce it phonetically. This cultural quirk is so well known that even famous Romanian books have poked at it.
When La Mita Biciclista, an iconic Bucharest hospitality hub, decided to open a new French-inspired brasserie with a menu entirely in French, we saw an opportunity to embrace this linguistic irony.
We drew inspiration from a famous Romanian joke (the mispronunciation of "fourchette" (fork) as "furculision") and applied it to the entire menu. Every dish was spelled phonetically, the way Romanians would rightfully mispronounce it. The wrong way.
The campaign came to life with posters across the city, inviting passersby to visit furculision.fr, where they could listen to the full menu read aloud in a Romanian accent.
TRANSLATION:
Starting November, get a taste of French culture on a plate.
PAN PERDU
Eat like they do it in Paris!
It’s not about how you say it, it’s about how you eat it.
Learn more at furculision.fr.
This professional campaign titled 'The Furculision' was published in Romania in November, 2024. It was created for the brand: La Mita Biciclista Stabiliment Creativ, by ad agency: AYZ&HENDZ. This OOH Outdoor and Print media campaign is related to the Alcoholic Drinks, Food, and Hospitality, Tourism industries and contains 7 media assets. It was submitted 12 months ago.
Credits
Advertising agency: AYZ&HENDZ
Art Director: Alexandru Buta
Copywriter: Razvan Ghilencea
Client Service: Oana Danila
Client: La Mita Biciclista Stabiliment Creativ
General Director: Edmond Niculusca
Executive Director: Alberto Grosescu
