Evgenia Arabkina, executive creative director at Serviceplan Russia, shares five of her favourite projects to recently come out of the country
At Serviceplan Group, we believe in the power of übercreativity when technology, media, talent and culture meet each other. It means that if we want to come up with great ideas, we should value each nation’s distinct way of thinking. So today, I would love to share the best examples of Russian thinking...
Miele - 'Shot on the Oven'
Agency: Serviceplan Russia
This project was shot on an oven. Yes, not a camera, but an oven. Heart-warming messages were turned into food typography and photographed using the built-in camera of Miele ovens. The real stories behind each message from people who spent a lot of time in their kitchens during the Covid-19 lockdown made this project especially übercreative.
Birchpunk - 'Russian Cyberfarm'
Personal Blog: Birchpunk
How does friendship come about? Could there be a friendship between a human and an android? And how do you make fractal cucumbers anyway? You can learn from this cyberpunk video about Russian farmers. The series about Russia which started as an initiative of VFX specialists became highly popular thanks to its humour and mix of styles.
YOTA Podcast - 'Rates for the Night with Vanya Usovich'
Agency: YOTA in-house
An interesting activation example where YOTA telecom operator turns a list of their 1 712 131 670 016 unique tariffs into a podcast that helps you fall asleep. I think self-irony has never been so useful - in this case, for promoting YOTA’s uniqueness...
Samolet - 'The Furniture'
Agency: The Clients
In this video - filmed in one shot - the brand tells the story behind a wardrobe, the whole process of choosing, building and enjoying the final result, and shows life without the common worries of attaining furniture for a new flat. Storytelling is what matters nowadays, and unfortunately, it isn’t seen in Russia very often. How do you turn a promotion of a developer who offers flats with furniture into an involving advertising? Take the classic message, but show it in an unexpected and beautiful way.
Yandex.Market - 'Artist'
Agency: The Kick
This ad tells the story of realising what you want to buy in the most unexpected moments. For this, there is Yandex.Market, an eCommerce platform where you can order things whatever you're doing at the time. When you’ve found a fresh insight, then you can start making fresh stories. Even short ones. Even in eCommerce. And this example, I think, is so universal that it can work in all countries.