Campaign Everybody Loves Crabs
Advertiser Viciunai
Brand VICI

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Business SectorSubscribers Only
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Media Type Television
Executive Creative Director A...ey Gu......lin Subscribers Only
Copywriter A...n R...in Subscribers Only
Copywriter D...a Ov.....na Subscribers Only

About Voskhod

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EXPO - 2025

On November 23, Paris held the voting for the host city of EXPO-2025

Ekaterinburg was competing with the right to host the World Expo with the cities of Osaka and Baku.
Surprisingly, Voskhod turned out to be a part of this event. The surprise is that it is quite challenging to become a contractor for such a well-financed project.



However, the stars aligned so that a couple of months before presenting the project to the country’s top leadership one of the crucial parts of it was not finished. We got a call and an offer to develop a promotion strategy for the World Expo in case it is held in Ekaterinburg; the time limits were tight.
We accepted the challenge and hit the ground running. For a few weeks, we became media futurologists, while developing a communication strategy for EXPO-2025.
Pavel Putintsev, Voskhod Advertising Agency’s communication strategist
- The task was to forecast the development of the world’s media and communication landscape for a few years ahead. What topic are going to be popular in 5-7 years? What is going to be the thing of the day? How will different generations search for and find information? We needed to model the information space of the exhibition in the light of media trend changes.

That being said, all communication efforts for EXPO promotion were bound for two aims:
1. To ensure that Russian people and guests of the country visit the exhibition;
2. To reach full national and international media coverage of EXPO-2025

The strategy was focused on content. We fully realize that offline and online channels are merging today. Any communication with the audience (via PR or advertisement) is becoming a unified content unit that transforms and takes different shapes depending on a specific task, time and space.

The theme of the exhibition, which goes “Changing the World: Innovations and Better Life for Future Generations”, made us refer to the theory of generations. The theory maintains the values connecting people of a particular age regardless of their gender, race or geography. The communication core of the campaign addressed these values.
Each subtopic unfolded in line with the interests of main generation segments. A unique project was designed for every segment of the audience.

It was a truly fascinating experience of future forecasting and modelling. We have no doubt that it comes out useful for us and our clients. 

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