Prostokvashino with Jamala — simply give your baby the best
The challenge
How do we bring Jamala into a Prostokvashino campaign so it feels natural?
Danone is a leading international food company, present in 130 countries. One of its brands is Prostonashe (formerly Prostokvashino), a Ukrainian dairy brand known in every corner of the country for its reputation and the trust it has earned. The company wanted to bring in well-known Ukrainian influencers and opinion leaders to take its advertising to a new level. They chose Jamala, the Ukrainian singer and Eurovision winner, who had just become a mom for the first time.
The result
Moms today face so many choices every day… But what matters most is giving your baby the best.
Working with stars is always a big challenge, but we were ready for it. Jamala was the ideal choice for the campaign: at the time she was sharing a lot about motherhood, which made her a natural fit. Her sincerity, her care for her baby and her new-mom status fit naturally with the brand's core values. The campaign focused on how hard it is for mothers to choose — you want to give your baby the very best… So it wasn't just an ad but a story about the singer's motherhood, where every day she has to choose… Except when it comes to Prostokvashino. Because Prostokvashino products are tasty and healthy at the same time. The campaign with Jamala was a big success, not only thanks to her wide popularity but thanks to the natural chemistry between her and the brand. It became the voice of many Ukrainian women who want to give their babies only the best, and built a warm association with the brand.
Credits
- Director
- Volodymyr Viesielov
- DP
- Denys Lushchyk
- Creative
- Y&R
- Producer
- Nataliia Romaniuk, Vitaliy Sobolevskiy
- Production designer
- Mykhailo Levchenko
- 1st AD
- Denys Shvets
- Gaffer
- Zhenya Malyk
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Borys Vasiutynskyi
- Playback
- Ilai Trufakin
