Record-breaking key visual: advertising Otrada Shopping Park

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Trade Park "Otrada"

Brand: Otrada Shopping Park
Project: Development of the creative concept and key visual for events at Otrada Shopping Park
Year: 2017

Project’s purpose
Unusual events accompanied by record setting is the trademark of Otrada Shopping Park in northern Moscow. Yet another event not long before the new Year Day, on November 26, 2017, was the making of a 950 kg “Herring under a Fur Coat”, in which every Shopping Park visitor could participate. Our Studio was asked to create the advertising campaign’s idea and the event’s key visual.   

What has been done
Among the Client’s preferences, indicated in the brief, was a reference to the 1917 October revolution, whose centenary was celebrated in 2017, and a bright, memorable image. Our decision was the image of "Herring under a Fur Coat" in the form of a steamboat, supplemented by the slogan "Let it be a revolution of taste!” The "revolutionary" theme was supported by a chopped "poster-like" font and an abundance of red color. Bright and catchy key visual fit perfectly into the desired formats of outdoor advertising, and the slogan was used in radio advertising. Also, the Studio produced an audio spot.

Креативный директор: 
Evgeniy Charskiy
Dmitry Izotov
Eduard Hayrutdinov
Технический дизайн: 
Rodion Dyomochkin
Agata Suligovska