| Title | EATSPIRATIONS |
| Brand | UNO RESTAURANT |
| Product/Service | UNO RESTAURANT |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
VOSKHOD Yekaterinburg, RUSSIA
|
|
Advertising Agency
|
VOSKHOD Yekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Creative Director |
| Anton Rozhin |
Voskhod |
Copywriter |
| Darya Ovechkina |
Voskhod |
Copywriter |
| Vladislav Derevyannikh |
Voskhod |
Art Director |
| Evgeniya Surovtseva |
Voskhod |
Designer |
| Kirill Ratman |
Voskhod |
Designer |
| Dmitry Donik |
Voskhod |
Supervisor |
| Nikita Beryozkin |
Voskhod |
Supervisor |
| Andrey Bezborodov |
|
Painter |
| Elena Kurash |
|
Painter |
| Lyubov Makovskaya |
|
Painter |
| The Jukebox Blues Band |
|
Music Artists |
| Gypsy Trio Romanouche |
|
Music Artists |
| Primavera |
|
Music Artists |
| Anton Mayantsev And Anzhelika Nevtyra |
|
Dancers |
| Lyudmila Makarova |
|
Dancer |
| Alexey Oparyshev |
|
Street/Artist |
| Vladimir Opalov |
|
Street/Artist |
The Brief
When UNO the first author's cuisine restaurant opened in Tyumen, it needed promotion badly. Because none in Tyumen knew what author's cuisine was.
We decided to show people that author’s dishes are similar to works of art and turn the opening into a real art project.
Describe how the promotion developed from concept to implementation
The city's most famous artists received very unusual invitations. To attend the opening they needed to create small pieces of art.
On the opening day the restaurant was completely full. At the heart of the art project there was an experiment.
Our guests shared their gastronomical impressions through works of art: paintings, music pieces and dances.
Describe the success of the promotion with both client and consumer including some quantifiable results
As a result more than 300 mass media spotlighted the opening.
We received $68 000 worth of earned-media coverage.
The restaurant got hundreds of positive reviews.
And Tyumen had a major artistic event and the most creative advertising in the history of the city.
Explain why the method of promotion was most relevant to the product or service
All the masterpieces created on the opening day became spectacular advertising and decorated the city streets and radio air. The advertising of the restaurant was as unique, as the culinary talent of the restaurant's chef.