A. Film
B. Press
C. Outdoor
D. Radio
E. Film Craft
F. Design
G. Interactive
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns

K-1-17. Rybnyi Svit "Scandinavia"

AgencyFolga
Creative headMaria Plotnikova
Author of ideaMaria Plotnikova
ProductFish supermarket "Rybnyi Svit Scandinavia"
DescriptionBackground Task
To create a brand and
develop awareness of the
Rybnyi Svit as the only place
to buy really fresh fish.
Market launch of a new
brand in the fish superstore segment.
Solution
The opinion of Kyivites that fresh fish is almost nowhere to be
found laid the basis for the teaser campaign. The campaign idea
was to escalate the problem and bring it into focus. The communication was divided into two phases. The teaser “There’s no fish
here” became the opening message in the communication. The
decision to place outdoor advertisements beside competitors’
sales outlets can be considered the key media catch of the teaser
campaign. The second phase was the problem-solving message,
“All the fish in the Rybnyi Svit”. Owing to topicality of the problem,
the well-developed creative solution and the out-of-the-box media
approach the campaign allowed the shop to sell all of its stock
within the first month of operation. Graphic design of the logo
and carefully selected colour gamut provided for enhanced
perception of the key message.
Team membersMaria Plotnikova, Timothy Dudin, Boris Zelenkevich, Andrey Zhulidin