A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
F-01-72. Okhapka (Armfull)
Agency | Depot WPF |
Creative head | Alexey Andreev, Alexey Fadeev |
Author of idea | Nikolay Pototskiy |
Product | variety stores |
Description | Variety 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. |
Advertiser | Bronsard |
Team members | Alexey 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 |