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Winter campaign

"Karusel" is a federal hypermarket chain, a unit of X5 Retail Group, the leader of food retail market. The image campaign was created under the annual service contract for the chain

The hypermarket chain "Karusel" is going through big changes. These changes embrace lots of things from positioning to interior design. We have had to fulfil a rather sensitive task: to create a bright big idea for the advertising campaign matching both the current image of the company and the concept of the forthcoming changes.

Genre guidelines suggest being attached to the location, which is the shop, and to the family going shopping there. That's why smart and appropriate implementation is a top priority.
We came up with a creative poetry-based frame for a TV-campaign. The ads are simple episodes of family shopping, but still we added some humor, grotesque and eye-catching details to each story to make it more original. Commercials are directed by Dmitry Kiselyov, whose movie "The age of Pioneers" was a success in 2016.

Brand-tracking results of the first half of 2017 show that aided brand awareness has risen significantly and is second only to the market leader – "Auchan". And aided campaign awareness surpasses the key competitors – Auchan, Lenta, Okay. X5 Retail Group has considered the advertising campaign successful and extended it at least for a year.
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