Description

CHALLENGE
LADA is deeply woven into Russian life, yet the brand has long carried ridicule and stereotypes. At the same time, a wave of Chinese automakers entered the market, crowding it with glossy emotional clichés that felt empty and disconnected. The challenge was to move beyond prejudice and uniformity, proving LADA’s relevance in a changed competitive context.

GOALS AND OBJECTIVES
Reconnect emotionally with Russians, shaping the image of LADA as “one of us” — not perfect, but sincere and real. Strengthen the feeling that only a local brand can understand national values and contradictions.

INSIGHT
Russians often criticize LADA, joke about it, even dismiss it. But they keep driving it, passing it down, repairing it. Because LADA mirrors something no foreign brand can: the contradictions of Russian character — stubborn yet tender, rational yet emotional. This truth, both painful and proud, became the foundation for change.

CREATIVE IDEA
For the 55th anniversary, LADA admitted what others hide: contradictions are part of our DNA. “The Country of Contradictions” turned idioms, paradoxes, and untranslatable expressions into a cultural confession. Not another polished manifesto, but a story only a local brand could tell — embracing flaws as proof of authenticity.

RESULTS
• Brand strength: 86 (record).
• 88%: “LADA feels like ours — not perfect, but sincere”.
• Distinctiveness: 37% vs. 19% norm.
• Reach: 60M+ people, 45% aged 18-34.
• Media: VTR 72% (65% planned), traffic 840K+ (750K target).
• Nearly 50% higher purchase consideration.

Credits

Alena Klepikova – Creative Leader
Inna Nikolaeva – Art Director
Alexey Utochkin – Art Director
Alexander Kovalenok – Senior Copywriter
Alexey Danko – Copywriter
Natalia Kacharava – Strategic Planning Director
Maxim Lapin – Managing Director
Viktoria Urzhumova – Group Account Director
Kristina Sidorina – Senior Account Manager
Natalia Masyukova – Producer