Agency Vokshod and director David Popescu embrace the unifying power of crab sticks
In a world where things are changing every second, where people can’t find mutual understanding in anything - from religion to culture - one agency reckons they’ve found thing that unites all of us. Research conducted by independent Russian agency Voskhod for their client VICI found that 89% of people love crabs.
Thanks to this insight, Vokshod created a campaign together with production company SKBD.SH and director David Popescu. The campaign is for crab stick brand VICI.
The ads are bite-sized slices of deadpan Russian humour. One sees a hungry hiker share his love of crab with the forest, another sees a besotted woman share her affection for her partner through the medium of crab, and the third sees a pair of old ladies share some hilarity as they contemplate the possibility of someone not enjoying crab.