Description

Modern brands face all kinds of challenges. For example, the Kyrgyz brand Shoro found that Generation Z considers ordinary water too boring to drink. In order to interest young customers, the manufacturer decided not to go against the flow, but simply added a whole palette of bright flavors to its spring water from the Legend line. This is how sweet drinks appeared — Legend with flavors.

The video about the launch of a new product directly quotes the brief, without pathos and unnecessary promises. Well, Gen Zers love the truth.

In production, the technique of collage became the main one, and deliberately careless — everything is as it should be in the aesthetics of Y2K. Hence the digital textures, pixel images, and electronic jingle. Teaser videos helped to warm up the audience’s interest.

The campaign appealed to the audience and sparked widespread discussion on social media.
Results:
1) 5.2 M media impressions
2) Legend water took the 4th place in the top of mind soft drinks ranking among young people.

Credits

Andrei Gubaidullin, Anton Rozhin,