Title | EVERYBODY LOVES CRABS |
Brand | VICIUNAI GROUP |
Product/Service | VICI CRABSTICKS |
Category |
G05. Motion Graphics Design & Animation |
Entrant
|
VOSKHOD Ekaterinburg, RUSSIA
|
Idea Creation
|
VOSKHOD Ekaterinburg, RUSSIA
|
Production
|
VOSKHOD Ekaterinburg, RUSSIA
|
Credits
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!