Hasta La Creative!

The outdoors is great, getting dirty is good. But while you’re out there getting dirty, local councils are getting taxpayer money really dirty. With 75% of UK councils declaring a climate crisis, the campaign looks to encourage and empower the outdoor community to use their individual voices to ask those very same UK councils to take decisive action and ‘divest the dirt’- by reinvesting their pension pots away from fossil fuels. Instead choosing to invest in more sustainable, environmentally sound options will protect the great outdoors, the places we all love to get dirty – the good kind.

The Stepan Razin brand, owned by Heineken since 2005, is a St. Petersburg beer with a rich history. For many generations of Leningrad and St. Petersburg natives, it was synonymous with trusted local beer. At the beginning of the 21st century, Stepan Razin had about a quarter of the beer market in St. Petersburg, but gradually, under the pressure of competitors and legislative restrictions, its market share began to decline, especially among the active young audience.

By 2020 we have almost completely relaunched the brand. A recognizable feature of “Stepan Razin” became the regularly released collectible series of cans with original designs associated with St. Petersburg and FC Zenit. The can has become the basis of our communication under the limitations of the dark market. But in 2020, a pandemic was added to the restrictions of the dark market, complicating the situation for “Stepan Razin”. How can we get marketing bonuses from FC Zenit sponsorship if the stadium is closed to fans?

“You will never be alone” — this line of the Zenit anthem became especially important during the pandemic when the stadiums became closed to spectators. The fans support their team as passionately and emotionally as before, but how to get that support across to the team? How to make sure that Zenit and the fans are still “not alone”?

Our creative idea is “Beer can shout for team: support Zenit at home like you would do at the stadium, together with “Stepan Razin”. It was clearly reflected in the mechanics — the fans, who could not support the team in the stands because of the pandemic, collected new versions of chants from our cans, photographed them, and posted them with a hashtag on social networks. Submitted chants, written in the brand typeface, appeared on the huge LED panel between the first and second tiers of the Zenit Stadium during matches.
This, firstly, provided the team with the necessary support on the way to the championship, and secondly, allowed the brand to bypass the restrictions of the dark market and get into the TV broadcasts of matches.

Burger King Russia and digital agency Nectarin have launched an integrated advertising campaign to promote COVID-19 vaccination – Nothingwhopper, a whopper with a taste of nothing.
The aim was to come up with a wow campaign that could convey to the public the idea of the importance of vaccination, which is extremely unpopular among Russians. Since the main symptom of the coronavirus is taste loss, Burger King sacrificed the main – taste of the whopper.
For one day, the coronavirus “hacked” the Burger King website and stole the taste of all whoppers. To do this, we replaced all the burgers on the menu with empty buns – burgers without filling. Then we changed the logos in all brand SM-communities and through posts and OLV announced a new product: the Nothingwhopper.
After all, this is exactly how it tastes with coronavirus.
In response to the buzz in the comments and questions on how to get Nothingwhopper, we released a stories-instruction: do not get vaccinated – and it will be yours! All SM posts had a link to the COVID-19 Information Center.
We also floated the taste of whopper along the Moscow River… For a week, a non-standard mobile billboard was launched on the ship with the video of the disappearance of the filling from the Burger King whopper.
In the Burger King restaurants, we have stolen the taste of whopper right from under the noses of our customers. Instead of filling, people found only a couple of empty buns with a message from the coronavirus and a reminder of vaccinations. In total, we handed out about 7,000 Nothingwhoppers in restaurants.
At the checkout, the Levitating Whopper was waiting for visitors – an installation of Nothingwhopper with a bun floating in the air. It not only attracted attention but also through the QR code led to the vaccination map points from Yandex to make an appointment for vaccination.