Sergey Kozhevnikov, creative director at BBDO Moscow, has zeroed in on five pieces of Russian creativity today that showcase brands engaging with culture at many different levels, whether that’s raising questions around global issues like digital security or telling a story based around a particularly Russian tradition.
Krakatau - 'Safe_expression'
We often fail to notice the digital trail we leave behind. This project by Kaspersky and Krakatau explores our behaviour in the digital medium. A limited collection having people raising questions about individual digital security and literacy as soon as they come into contact with it.
This will be one of the most topical problems in the decades to come.
Volkswagen Russia – 'One, indeed, needs very little'
Agency: DDB Russia
An extraordinary soulful campaign based on the lyrics by Robert Rozhdestvensky, a Soviet poet. In a time when social interactions contracted so sharply, this was a great example of a brand statement resonating with everyone’s mood.
for a translation of the poem.
Garena - 'Free Fire'
This strong visual blockbuster from Allj (Sayonara Boy), a popular hip-hop artist, is part of the campaign aimed to promote the Free Ride mobile game by Garena, a Chinese software studio. An amazing approach to execution.
Brusnika - 'Making homes, not houses'
Real estate is a category not known for brave or even interesting advertising. But this story thwarts your expectations. It's a very local insight that referred to life in typical old, grey, aesthetic houses from the ‘70s.
Cherkizovo – 'Hamcolates'
In Russia, traditionally a lot of people choose chocolate for a gift, especially as a thankful gesture to teachers. FMCG brand Cherkizovo hijacks the holiday to position meat products as a substitute gift for teachers while competitors are fighting over the cliched consumption occasions. This is a rare case of creative choice - such a bizarre and entertaining idea for the category.