X5 Retail Group is a major international retail holding. Pyaterochka is one of its largest supermarket chains, known for wide reach and accessible pricing in Russia.
At the end of 2020, people were getting tired of gloomy safety messages, sad music, and serious faces. We created a fun spot at BBDO that made some noise. The goal was to remind Gen Z, in a light and playful tone, that rules still exist and should be followed. We leaned into the style of DIY YouTube and TikTok content, came up with a song and goofy dance moves, and had a lot of fun along the way. I worked on this project in a creative duo with Alexander Drabkin as part of the BBDO team.
Below is one of the moves we came up with and that I demonstrated in the client presentation, alongside how it eventually looked in the final video.▼
Team Project with BBDO.
Creative Concept | Art Direction | Production Supervision