A. Film
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I. PR projects
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K. Advertising Campaigns

H-5-7. Chopsticks Dragon

AgencyAA Voskhod
Creative head-
Author of idea-
ProductAziatage pan-Asian cafe


To attract attention of city residents to the opening of a new AZIATAGE pan-Asian caf? and establish a steady flow of customers.


An art project was developed for the main pedestrian street in the city. It was themed around the Dragon Festival, the dragon being the symbol of the year 2012. The opening date - the 8th of March - coincided with the Chinese Dragon Festival which is the day when, the legend has it, all wishes come true. We encouraged everyone to get involved and gave the city a new landmark. At a set time a board with 11,000 holes in it appeared near the cafe. Chopsticks were handed out to the Festival participants and passers-by. Then you had to split the two sticks, pushing one into the board, while making a wish. You kept the other stick with the logo to get a discount. Just under 6 hours of joint effort gave birth to a dragon that now advertises the cafe.

- Over 10,000 wishes made.
- Dozens of TV, radio and news websites stories.
- Free media of over $25,000.
- Cafe full up during the campaign day – and thereafter.
Team members-