— 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