Prostokvashino — made from farm-fresh mmmmilk
The challenge
How do we highlight the production quality of a product everyone already knows?
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. Back then, the company realized it was time to put the spotlight on production quality, to strengthen its market position and stress how natural its products are.
The result
“You enjoy the taste — the cows are happy”
We started by analyzing the brand's current image together with the team. Awareness was already high, so there was no need to reinvent the wheel or push specific products like kefir or ryazhanka (baked fermented milk). The main task was to show how the products are made and how natural the milk is. The core idea became care for the cows, because that's the key to quality dairy — and that's what we built the campaign on. We created bright scenes with the brand's products, then showed how they're made. We wanted to get across that everything is made from natural milk, and that the cows giving it are constantly looked after and very well cared for. So we showed cows enjoying regular spa treatments and a balanced diet — happy cows, which is why the milk tastes so good. The result is a rich, great-looking spot that doesn't just talk about product quality but holds the viewer's attention. Once again, the campaign reinforced how natural and reliable the brand is.
Credits
- Director
- Volodymyr Viesielov
- DP
- Denys Lushchyk
- Creative
- VMLY&R
- Producer
- Vitaliy Sobolevskiy, Nataliia Romaniuk
- Production designer
- Mykhailo Levchenko
- 1st AD
- Denys Shvets
- Gaffer
- Zhenya Malyk
- Editor
- Borys Vasiutynskyi
- Motion graphics
- Artur Smoliuk
- Playback
- Ilai Trufakin
