CHALLENGE
- Make a statement about the taste of ECO-Culture tomatoes like never before and set a new standard in the product category, countrywide, or maybe across the entire Solar System.
- Design an unforgettable campaign that grabs attention, sparks emotion, and leaves a lasting impression.
ABOUT
ECO-Culture is the largest producer and investor in sheltered farming of vegetables. As a leader in greenhouse agriculture in Russia, the company is driving innovation in the industry by implementing cutting-edge agrotechnologies.
SOLUTION
ECO-Culture took its audience on an unforgettable journey with the «Eco-cultural Odyssey». The brand invited viewers to travel from outer space to ancient Earth, where a monkey discovers the first tomato. This small, vibrant vegetable triggers an evolutionary shift in its brain, and suddenly, we’re in the modern world. A human, much like the animal ancestor before, enjoys the tomato’s fresh, mouth-watering taste — and, just like that, is sent soaring back into space. This simple yet captivating story captures the essence of taste evolution. Developed by Arena and produced by Ogurets Production Studio, the commercial brings the brand’s core message to life.
Our goal was to highlight the taste of ECO-Culture tomatoes in a way that had never been done before in this product category, countrywide, and maybe not even across in the entire Solar System! We imagined that humanity evolved thanks to tomatoes, not the hard work, and made an evolutionary leap after trying ECO-Culture tomatoes. That’s how we landed on a storyline inspired by Stanley Kubrick’s «2001: A Space Odyssey».
THE FLIGHT EFFECT BY OGURETS SUDIO
To create the illusion of space flight, actor Alexey Kapishnikov was suspended on steel cables and expertly manipulated in mid-air—flipping, spinning, and floating to simulate the weightless experience of zero gravity.
KEY CAMPAIGN MOMENTS
The monkey featured in the ad is a real actor in detailed prosthetic makeup and a heavy furry suit. «When villagers walked by and saw the actor in full costume, they were absolutely amazed. We could have filmed their face expressions for an entirely new commercial,» the production team recalls.
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