VIČI is a European producer of crabsticks and surimi products. We launched an ad campaign in digital space, OLV, TV and OOH. Prior to the launch, we conducted an extensive qualitative research to survey the consumption patterns of audience in Russia, Belarus, Ukraine (campaign’s geography) and use the data to localize the creative concept.
Crab Fusion video series have been directed by Miguel Usandivaras, famous for his projects with Sprite, Ford, PlayStation, etc. The ad spots tell us that VIČI is a new fashion icon: it’s all about style, a sprinkle of craziness and crabs.
The playlist is here