Because of globalization, the new generation of Romanians is more interested in food products from abroad, leaving local products created by hard-working artisans outside their grocery shopping cart. Therefore, Kaufland supports local craftsmen through a 100% Romanian brand called „Vreau din România,” created in partnership with them. To reconnect a generation losing interest in Romanian tradition with authentic local products, we used the only 100% traditional thing that all Romanians use without realizing it: funny idioms based on Romanian food. With the help of thousands of users, we created the first crowdsourced visual dictionary illustrating the humor and randomness of Romanian folk wisdom, using only „Vreau din România” products.