Description

Situation
Danone have launched Versa youghurt line which will eventually be introduced to Central Asian market. The brand align themselves as food-porn product which focuses on provocation and ambiguity.

Task
Advertisement should have virus potential and be targeted at young audience. It should reflect brand positioning and account for the specifics of the chosen region.

Solution
Enter through the native channels, such as placement. Integration into the new video clip of Tatarka (Little Big Family), a singer popular on Youtube. Provocation in brand positioning sits well with the cheeky look of the singer.
Uzbekistan has been picked as new headliner of the region.

The video shows Versa stylish, sexy, original, in line with the authentic flair of the region.

More than 6 mln views on Youtube for 2 months, more than 22 000 comments and more than 380 000 reactions.

Credits

Music: Iliya Prusikin, Viktor Sibrinin
Lyrics: Ilyas Gafarov, Suleikha Kamalova
Little Big Production:
Directed by Azar Strato, Alina Pasok
Script: Azar Strato, Alina Pasok, Vadim Ksenodokhov
DOP: Azar Strato
Technical director, Second Unit Dop: Alexandr Pavlov
Edited: Azar Strato
General producer: Alina Pasok
Producer by Little big production: Anastasiya Antipova
Local production: DBLA production
Local produced: Anastasiya Li, Alisher Seytniyazov
Gaffer: Gleb Moshkovich
MUAH: Masha Francevich
Stylist and Costume Designer, art-director: Vadim Ksenodokhov
Assistant of Stylist and Costume Designer: Rada Sokolova
Coordinator, artist manager: Petr Victorov
Customer Relations Director: Merlen Efros
Project manager: Vova Artuhov
Props and Production Assistant: Ksenia Leontyeva
Assistant: Sergey Gorobtsov, Marat Seytniyazov
Service Manager: Alexandra Demchenko
Drone Operator: Nadirhan Abdullaev
CG: Alexandr Stepanov, Alexandr Dysenko (WeAreFX), Stas Ravskyi (WeAreFX)