Product/ServiceBUSHE BAKERY
Category E03. Innovative Use of Social or Community
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Daria Ovechkina Voskhod Copywriter
Anton Rozhin Voskhod Copywriter
Georgy Kornilov Voskhod Copywriter
Artem Epanchincev Voskhod Copywriter
Aleksandr Gagarin Sansara Music
Mihail Kokorin Voskhod Sound
Ilya Linetsky Voskhod Post production


Two Brands - Bushe Bakery Cafe, the perfect place for a date, has opened a new location, and the Sansara Band, with a new love song - both wanted to reach the same audience: those who like to share their most important experiences on social media.

Describe the strategy

?ross-objectives of both companies to attract an audience were solved using social media

Describe the execution

The campaign was born from a real love story. Meet Nikolay, Bushe's young baker, who fell in love. We helped him relate his feelings via Instagram Stories for the people followed by the girl he loves. In one day, he broke through into over 100 Instagram Stories belonging to famous musicians, actors, comedians, TV and radio stars, dancers, photographers, models, and many of her friends. Everyone was waiting for the girl's reaction. And, in a few days, they met in the new Bushe Bakery Cafe...in Sansara's music video.

List the results

Over 3 million people watched the stories. With no budget, and just the power of love to go on, we had the whole country talking about the "Last Romantic." The video was featured on YouTube Trends, was broadcast on TV, and received over 4 million views on social media. The bakery was booked solid for a whole month, as everyone wanted to see the famous baker, who is still working at that location.