| Title | SERENADE |
| Brand | KARAT |
| Product/Service | CREAM CHEESE |
| Category |
A01. Food |
|
Entrant
|
LEO BURNETT MOSCOW, RUSSIA
|
|
Idea Creation
|
LEO BURNETT MOSCOW, RUSSIA
|
|
Production
|
FIBR FILM PRODUCTION Moscow, RUSSIA
|
Credits
| Mikhail Kudashkin |
Leo Burnett Moscow |
Executive Creative Director |
| Ilya Pryamilov |
Leo Burnett Moscow |
Senior Art Director |
| Vasiliy Gubin |
Leo Burnett Moscow |
Senior Copywriter |
| Julia Arakelova |
Leo Burnett Moscow |
Head of Strategic Department |
| Nadya Bulakh |
Leo Burnett Moscow |
Strategic Director |
| Patimat Magomedova |
Leo Burnett Moscow |
Client Service Director |
| Mila Novozhilova |
Leo Burnett Moscow |
Senior Account Manager |
| Egor Koshkin |
Leo Burnett Moscow |
Producer |
| Julia Lartseva |
Leo Burnett Moscow |
Producer |
| Georgy Toidze |
Fibr Film |
Editor |
| Alexandr Nagrudniy |
Fibr Film |
Producer |
| Andrey Kazakov |
Fibr Film |
Post producer |
| Sergey Tikhkomirov |
Fibr Film |
Producer Assistant |
Brief Explanation
It was necessary to make customers want to try cheese, and to make them want to try it so much that they could not keep quiet: in cases like this, one does not have to explain anything, one can just sing. In the advert, a piece of bread chooses an adaptation of a song by a famous Russian singer (Elka, ‘Around You’) to serenade the cheese: probably because it is a sincere, modern song about real love; or maybe it is just the first thing that the bread remembered. After all, love does not need explanations.