| Title | HAPPINESS FOR MASLENITSA |
| Brand | FERRERO RUSSIA |
| Product/Service | NUTELLA SPREAD |
| Category |
G03. Single Market Campaign |
|
Entrant
|
TOKAREV+ Moscow, RUSSIA
|
|
Idea Creation
|
TOKAREV+ Moscow, RUSSIA
|
|
Production
|
STEREOTACTIC Moscow, RUSSIA
|
Credits
| Konstantin Tokarev |
TOKAREV+ |
Creative Director |
| Roman Pustovoit |
TOKAREV+ |
Creative strategist |
| Yana Dulina |
TOKAREV+ |
Head of Art |
| Takhmina Turabaeva |
TOKAREV+ |
Account Director |
| Mikhail Mestetsky |
STEREOTACTIC |
Director |
| Mark Ziselson |
STEREOTACTIC |
Operator |
| Anna Tafrova |
STEREOTACTIC |
Producer |
| Nadezda Ilukevich |
STEREOTACTIC |
1th AD |
| Vladislav Ogai |
STEREOTACTIC |
Production Designer |
| Olga Deryugina |
Ferrero Russia |
Category director Nutella and Tic-Tac |
| Alexandra Veselago |
Ferrero Russia |
Senior brand manager |
| Anastasia Starostina |
Ferrero Russia |
Junior brand manager |
Write a short summary of what happens in the film
We shot a series of two sequels to the current (American) TV commercial,where mom doesn't receive appreciation from her family for the delicious breakfast with Nutella. So, the first part remains the same but after her family leaving and her ironic comment «Bye, mom. Thank you for breakfast , mom" the video stops and the famous Russian comedian Garik Kharlamov shows up. He encourages men to make breakfast pancakes to their ladies and serve them in bed as Maslenitsa falls on International women's day hence it is a good reason to do so. What a present it would be.
Cultural / Context information for the jury
Maslenitsa (also known as Butter week) is an Eastern slavic folk holiday dedicated to the incoming of spring. Pancakes are the main dish on the festive table. It is not a surprise that these will fall on women's shoulders.
Emancipation in Russia came much earlier, with the revolution. Sitting at home and not working was considered as a bourgeois prejudice, and still may be seen as something abnormal. At the same time, the collapse of the Soviet system revived interest in the traditional family image. Thus, a Russian woman is obliged to realize herself not only as a professional, but also as a good mother and housewife.
Therefore, for example, in the adaptation of the global video for Russia in the end mother took a bag and left the kitchen.
Please tell us how you designed / adapted your campaign for the single country / region / market where it aired.
We realized that during the festive week all the work fell on women's shoulders. It goes without saying that in terms of showing appreciation, deeds are better than words. In order to win women’s hearts, we decided to address not only to them but also to their men for the very first time. So we launched a series of two sequels for the classic global campaign starring the famous Russian comedian Garik Kharlamov, where he inspired men to make breakfast pancakes with Nutella by themselves to their beloved ones and serve them in bed. Of course, we knew that we were expecting too much from men. That's why in collaboration with the leading food delivery service