EVERYBODY LOVES CRABS

TitleEVERYBODY LOVES CRABS
BrandVICIUNAI GROUP
Category G05. Motion Graphics Design & Animation
Product/ServiceVICI CRABSTICKS
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Production VOSKHOD Ekaterinburg, RUSSIA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Executive Creative Director
Anton Rozhin Voskhod Copywriter
Daria Ovechkina Voskhod Copywriter
Ilya Linetsky Voskhod Post Production
Vladislav Derevyannikh Voskhod Design Director
Felix Bondarev - Musician
Dmitry Sienduk SNDK Bloger
Natalia Belikova - Animator

The Campaign

The love (for crab meat in particular) is the ultimate uniting power for the whole world.

Creative Execution

In our song we have several pairs of antagonists (sexist and feminist, anarchist and hippie, left and right…) who fight and then dance together with crabs. We put more than 40 “Easter eggs” in video - references to celebrities, memes, politicians, recent news, movies…

Indication of how successful the outcome was in the market

5 000 000 views in one week. Thousands of comments, reaction-videos and explanation-videos. People discussed every second of the script and the video was a big viral hit.

A research confirmed: 89% of people love crabs! No matter who you are or what you do - you will love VICI, the only crabsticks with real crab meat in Russia!