“Kudashka” is one of the trademarks of the large poultry farm “Danton-Ptitseprom”.
Under the trademark, poultry products for baby food are manufactured on a separate certified production line – in full compliance with the relevant GOST.
In 2020, the brand launched a new product, chicken cutlets.
To build knowledge, we suggested the client launch OLV.
IDEA
In 2020, no one will watch another video in which a happy family eats cutlets. The product component is important for announcing a new product, but it should not be the only one.
That’s why we came up with the idea of telling about the brand’s products through a short family sitcom.
PLOT
We came up with a story that is familiar to many parents. In the process of learning to speak, children often distort familiar words and, in principle, often come up with their own unique neologisms, which then become an important part of family folklore.
This is a story about a dad who is suddenly left alone with his child. At first, the hero is sure that he will not have any questions, but at some point his three-year-old daughter puts him at a loss with a demand in childish (from the dad’s point of view) language.
The hero needs to decipher this code and understand what his child wants.
“For the Kudashka brand, this is truly an entry into a new level of communication with the buyer. We are not just about chicken, we are about family values. One of the main aspects that we initially wanted to express in the commercial is to tell a story about a Family, with a capital “F”, as a collective image. Because every family has its own incidents and funny stories that then remain in memories for many years and are retold with affection to relatives and friends” – Svetlana Mashtaler, product manager of the poultry farm “Danton-Ptitseprom”.
CORONAVIRUS CHALLENGE
The project was scheduled for April 2020. At the same time, the self-isolation regime was introduced.
Now, no one is surprised by projects truemoney database implemented during quarantine. The advertising market quickly got its bearings, and holding briefings, castings, choosing a location, ordering props and PPM online is already a new norm. But imagine a project with a small child in the lead roles. There is always a risk that something may not go according to plan in such a situation, and in isolation, it increases many times over. For example, casting in a remote format is not informative enough – after all, children are more relaxed at home. job function email data We had to look even more closely at the little actresses. In addition, we did not have the opportunity to conduct joint auditions of the heroes in an offline format. During editing, we combined the finalists in pairs, which helped us choose the most harmonious heroes.
RESULT
During two months of quarantine we:
- came up with a video that successfully combined the idea and demonstration of the product;
- we shot a video advertisement that works to improve brand memorability;
- received 797,000 views on YouTube in the first month.
“In terms of project management, the VIEW team is the best! I would never have thought twd directory that such coherence, clarity and consistency exist in the creative environment. Despite the quarantine measures, not a single deadline was missed. The same applies to the atmosphere on the set. Everything works like clockwork, but the feeling of coziness and some kind of unity does not leave. We wanted to do something new and cool – and in the end we did it” – Svetlana Mashtaler, product manager of the poultry farm “Danton-Ptitseprom”.