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H. CREATIVE USE OF MEDIA
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K. ADVERTISING CAMPAIGNS

F-01-72. Okhapka (Armfull)

AgencyDepot WPF
Creative headAlexey Andreev, Alexey Fadeev
Author of ideaNikolay Pototskiy
Productvariety stores
DescriptionVariety stores (also called «dollar stores» for the price of all goods sold in them) are a specific niche in Russia. They are usually associated with low quality and a small selection of goods. How to get rid of this stereotype, bringing a new brand to Russian regional market?

Fixed price, convenience and simplicity form a standard set of tags when it comes to this format of stores. We decided to concentrate on other features, outlining attractive and friendly atmosphere, comfort, brightness and a constantly updated selection of different goods. «Ohapka» (translated from Russian as «armful» meaning «generous amount») communicates concentrated easiness, pleasure and fun of shopping.
AdvertiserBronsard
Team membersAlexey Andreev, Alexey Fadeev, creative directors
Lyudmila Melkina, strategist
Anastasia Tretyakova, copywriter
Nikolay Pototskiy, art director
Ekaterina Voronina, Irina Korotich, designers
Anna Kulysova, Alla Polishchuk, project managers