Usually people overpay for a car’s options or equipment to make your driving experience more comfortable and innovative. Haval offers a more affordable format. The agency’s team tells consumers about this in a widespread campaign across Russia, which includes TV, digital, OOH, sponsor opportunities and promotional materials for dealerships. Haval has come to Russia with ambitious goals and for a long time, confirmed by its new factory, which recently launched in Russia and produces up to 150,000 cars a year.

Famous Russian actor Alexey Chadov became the campaign’s ambassador. He’s starred in significant movies and has a respectful positive image, so he is a perfect person for the brand representative.

The actor also shares his thoughts on the campaign: “It was a pleasure to take part in this project and work with a truly professional team. And, of course, I am very impressed by my hero, who is bold and challenging to standards.”

Creating high-tech video content was one of the most difficult steps in the project, which was tackled not only by BBDO Moscow, but also by the international production Stink and French director Deluxe Stephan Lelotre with the operator Lorent Rodriguez. The 40-metre tunnel of LED screens and panels, through which the Haval F7 is rapidly passing, became the central technological element in the video. The main character is escaping from the confined space to freedom as he declares that it is time for the new rules.

Sergey Kozhevnikov, creative director of BBDO Moscow says “It is rarely possible to launch a new brand with a communication campaign, especially rarely to do it for an ambitious brand, and, well, the most incredible to do it for a new car brand. Therefore, the most valuable thing in this project is excellent teamwork.”