Hasta La Creative!

Brief: Aziatage pan-Asian café was about to open in Yekaterinburg city. We needed to attract the attention of city resident to the opening and to create a footfall at the first period of café working.

Execution: An art project was developed for the city’s central pedestrian street for the opening date – 8 March. This coincided with the Chinese Dragon Festival which is the day when, the legend has it, all wishes come true. We encouraged everyone to get involved and gave the city a new landmark. A board with 11,000 holes in it appeared near the cafe. Chopsticks were handed out. Having split the sticks, you pushed one into the board making a wish. The other, branded, stick gives you a discount. In just under 6 hours a dragon was born. It now advertises the cafe.

Result:
– Over 10,000 wishes made
– Free media of over $25,000
– Cafe full up during the campaign day – and thereafter
3019 people exchanged their chopsticks to reduction on dinner at Asiatage restaurant

Advertising Agency: Voskhod, Yekaterinburg, Russia
Creative Director: Andrey Gubaydullin
Copywriter: Alexander Parkhomenko, Anton Kotovski, Andrey Chernay
Art Director: Vladislav Derevyannykh
Graphic Design: Dmitry Maslakov, Yana Akhmetshina
Production company: StreetArt Agency