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FROM A MUSIC VIDEO INTO AN INTERACTIVE KARAOKE EXPERIENCE

Fresh and light European cuisine resonates deeply with Russian audiences. We aimed to capture that joy—great food, good company, and an inviting atmosphere—by creating a series of engaging snack commercials.
  • Creative
  • Strategy
Customer Chernogolovka

CHALLENGE

  • Develop a creative campaign.
  • Produce a series of video commercials for Chernogolovka Group.

ABOUT

A leading name in the Russian market for bottled water and non-alcoholic beverages, Chernogolovka Group is best known for its signature lemonades and natural drinking water. Since 2018, the company has expanded into new product categories, including snacks and confectionery.

SOLUTION

SOLUTION

We crafted a vibrant and modern music video that brings the sophisticated flavors of BON GIORNO chips to life featuring Milanese chanterelle mushrooms, shrimp in white wine, and salted chips, the timeless classic. The commercial follows different moments of indulgence, from a romantic dinner to a family gathering and an office snack break. Pure Italian style! Even when muted, dynamic on-screen text make the commercial visually captivating and the brand name on the pack is used as part of the song’s lyrics. You start watching, curiosity kicks in. Turn on the sound, and you’re hooked. From there, the ad does the rest.

NATALIA ALIPKINA
CMO, Chernogolovka Group
Italians have perfected the art of savoring life and enjoying the moment without rushing. They cook with passion, set beautiful tables, and create an inviting atmosphere. Fresh and light European cuisine resonates deeply with Russian audiences. Our goal was to convey this pleasure—the joy of good food, great company, and an inspiring ambiance. We hope the upbeat melody makes you want to sing along, because we all miss travel, new experiences, and exciting culinary discoveries.
ALEXANDER NERUSH
Creative Director, Arena
Some chips are filling, some are fun, and some are all about natural taste and ingredients. But now, we have chips with a refined, elegant taste—yet as simple and sophisticated as Italian cuisine. Nothing captures the Italian spirit like a catchy, hit-style music video. And if we’re singing, why not repeat «Bon Giorno» eight times in 25 seconds? After all, you can’t cut a word from a song. Especially when it’s the brand name! This approach is great for launch and it blends into the brand very natively. Three verses, three flavors, three indulgence moments, and three relatable mini-stories—from remote work snacking to a romantic rooftop dinner. The song’s structure and rhythm also allow each flavor/verse/story to work as a standalone six-second ad.

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CONTACT

Address:
115035, Kosmodamianskaya Nab., 52 block 1, Moscow, Russia
Phone:
+7 495 669 23 42

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