ELENA BUDRINA

— PROJECT NAME

Character required


— CLIENT

Schweppes


— ROLE

Creative director


— DATE

20/11/2019

Objectives


We were briefed to solve two different tasks within single brand positioning: to communicate the new «Character required» brand platform and support the Schweppes bar opening in Moscow.


Solution


Storytelling creates a standout brand. Bearing in mind our sophisticated audience's interests, we made the most relevant content campaign that revealed Schweppes' different facets.




CHARACTER REQUIRED

First, we selected several famous heroes in Russia: legendary MTV star Aleksandr Anatolyevich, avant-garde actresses Dasha Charusha and Maria Shumakova, and asked them how they tempered their characters over the years. We picked up only questions based on their background and turned the conversation into life monolog, showing our heroes like they were never shown before in media space.

Our next task was to build a strong connection with the cocktail territory while promoting everything related to alcohol is strictly prohibited in Russia. 

To build Schweppes' perception as a bar culture product, we asked barmen’s from famous Moscow bars to create a unique set of non-alcoholic cocktails with a special presentation for our TA in the bar. Each cocktail had its unique taste and look, reflecting different sides of our product.

Results

1,7 M

views on YT

113476

  • total reach on IG

3271

  • total actions

2,6

  1. AVG ER

CREDITS


AILOVE

Elena Budrina Creative Director

Kir Pavlykevich Creator

Nikita Novykov Art Director

Olga Ostrovskaya Content Producer


TABOON PRODUCTION

Andrey Guzeev, Olga Obogoeva Producers

Amyr Isaev Director

Mikhail Bodrukhyn Operator

Dmitry Alusov Editor

Mikhail Khletchan Production Designer