Digikala · A Smile Arrives Home

A delivery box, Digikala’s smile and a red balloon turn the arrival of an order into a human campaign story.

Iran’s leading online marketplace, presented through the launch campaign for its new brand slogan.

Give an emotional delivery message a compact visual vocabulary that can adapt from campaign images to outdoor and installation concepts.

Campaign concept, art direction, key visual development and outdoor adaptation.

Campaign key visuals, billboard system, transit lightboxes and BTL activation concept.

Delivery scenes, outdoor layouts and oversized installation concepts carry the same compact vocabulary. Changes in scale extend the idea without changing its emotional centre: the familiar box arriving with something to look forward to.

Visual concept and campaign art direction by Ali Komeili. Portfolio scenes were newly reconstructed from the original campaign references.

The feeling behind the delivery

An online order ends with a small moment at the door. For Digikala’s slogan campaign, the delivery box becomes the carrier of that feeling: its smile meets a red balloon and people waiting at home. The idea gives a practical marketplace service a warm, recognisable expression.

An Iranian courier delivers the Digikala smile box to a father and daughter at home in Shiraz

Give the symbol room around people

The kraft box and red balloon are easy to recognise without occupying the whole scene. Keeping them consistent leaves attention for the people and the exchange between them. The balloon introduces lift and anticipation, while the smile connects the moment directly to Digikala.

A Digikala smile box floating beneath a red balloon over Shiraz

Iranian woman holding a Digikala smile box beneath a red balloon in Shiraz

A message at outdoor scale

The Shiraz outdoor applications place the delivery moment within a continuous photographic scene. A red lockup brings the slogan and signature together, giving the image one clear point of recognition. The box and balloon remain the recurring cues as the campaign moves into the city.

Digikala A Smile Arrives Home campaign on a large billboard in Shiraz at dusk

Adapting the idea for transit

The transit studies retain the same hierarchy at a closer viewing distance. Backlighting and reflections give the image a physical setting. The balloon remains a colour cue as the artwork moves into a different format.

Backlit Digikala campaign lightbox with glass reflections at a bus shelter in Shiraz

The campaign as a physical object

The installation concepts place oversized boxes and red balloons in recognisable Shiraz settings. Taking those familiar delivery cues into public space gives the campaign a physical presence. The same contrast of kraft material, bright red and everyday surroundings connects each object to the original visual idea.

Digikala box and red balloon BTL installation with pedestrians at the Arg of Karim Khan

A series of Digikala box and balloon installations near the Hafez memorial in Shiraz

Recognition from a compact vocabulary

Each installation study repeats the box, smile and balloon. The surroundings change while the object remains consistent. This allows the presentation to explore scale and setting without introducing a separate language for every location.