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Client

Retail X5

Tell loudly about the updated product category - "Fresh bakery and bread"

Key Goal

About project

We created a new music band, a new song, a new music video, and a 360-degree campaign to launch a fresh bakery in 5ka retail and get millions of views and dozens of publications in the media.

In the music video, we carefully joked about the trend of people torturing themselves with diets and fitness. They are afraid to even sometimes to afford delicious pastries that they like. After all, the love of bread has been passed down to us from generation to generation.

Music video:

– Right now, humanity is faced with one of the most severe and harmful disorders. This disease not only distorts the historical basis of the diet but completely destroys our cultural integrity. We are really on the verge of the collapse of Civilization. And this is not an exaggeration. I'm Sergey Loafson, and this is my vaccine against flour deficiency. Read a book, "I Want to and Eat. How to restore reduced libreado." ...

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I'd like bread
I'd like bread
With bread, we fly
To the sky

(c) Zoya

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Credits

Client: Retail X5
Marketing team: Oxana Trofimova, Anastasia Kulagina
Agency: BBDO Moscow
Account manager: Ksenia Golikhina
Senior copywriter: Alexander Korolev
Senior art director: Pavel Lukyanov
Creative director: Alexander Drabkin
Director: Pavel Sidorov

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