ELENA BUDRINA

Pobeda Vkusa

— PROJECT NAME

Сonquers taste, not advertising


— CLIENT

Pobeda Vkusa


— ROLE

Creative director


— DATE

10/09/2020


Pobeda Vkusa, one of Russia's largest chocolate producers, wanted to support one of its premium brands, Single Origin chocolate, with a digital campaign: nothing too obvious, staying away from the commonplace. 


Background


Premium confectionery brands in Russia mostly communicate with their consumers, using the same clichés and stamps, as in the '00s: a chocolatier in a distinguishing uniform, chocolate, flowing right from the sky, and a set of superlative degree adjectives.


Solution


Our mission was clear: tear down all perceptions of the premium chocolate as they stand today and shift the focus to what is often difficult to see behind the shimmering commercial's tinsel: the taste.

First, we developed a video script that did not have any of the above. According to it, the film crew shoots a commercial for Single Origin chocolate and eats it all up, getting carried by the process away, so for the final packshot, it was no more than empty packages.

CUT!

We developed a series of banners redefining the very nature of what matters in premium chocolate and showed them to our audience.


Moreover, we decided to enhance the effect and prepared an especial series of prints describing funny situations with the main props' disappearance during the production process. Our target audience for this limited series was exclusively advertisers.


CREDITS


AILOVE

Elena Budrina Creative Director

Vladimir Bolobolov Creative Copywriter

Nikita Novikov Art Director

Maria Bashkova Art Director

Anastasiia Domnina Producer

Ekaterina Erygina Head of branded content

Ekaterina Fedorova Account manager

Victoria Derevyankina Grouphead of client's department



ZAGRANITSA PRODUCTION

Polina Varpholomeeva Director

Arsen Sarkisyan DOP

Ivan Yakovenko General Producer

Ruslan Safin Executive Producer

Julia Salimova Junior Producer

Olga Radko Set Designer 

Maria Platnova 1st AD