Description

Building worlds where business begins

The Challenge: Visualizing the Unseen
For our B2B campaign, the brief was to position OLX as the ultimate platform for microentrepreneurs.

But how do you visually represent the birth of a business? Our challenge for art direction was to transform the humble beginnings that happen inside ordinary homes into something epic and inspiring. We didn't just need to decorate a room; we needed to build entire worlds, making the dream of starting a business feel tangible and deeply desirable.

The Idea: From Workspace to a “Temple of Craft”

Our core art direction idea was to elevate the workspace of each entrepreneur into a “temple” dedicated to their craft. Each set was designed not as a realistic backdrop, but as a hyperrealistic visual metaphor for passion and potential. And to achieve maximum authenticity, we made a crucial decision: no studios, no pavilions. Everything would be built by hand, from scratch, on real, living locations.

Execution & Craft: Three worlds, built on location

Our commitment to craft was absolute. We took on the immense logistical challenge of building these three intricate worlds entirely by hand, integrating them seamlessly into real-world homes and backyards.

— The Jam-Maker's “Pantry of Abundance”: We transformed a real family kitchen into a temple of preserves. A floor-to-ceiling wall holding hundreds of hand-filled jars was constructed and installed inside the home. Every tool was artfully placed, turning an ordinary shelves into a visual testament to mastery and the sweet fruits of labour.

— The Carpenter's “Backyard Playground”: We converted an actual suburban backyard into a fantasy world. The entire, branching structure of sculptural pet houses and walkways was hand-built and assembled on the lawn, using natural wood to turn an everyday space into a living, breathing kingdom of craft.

The Dressmaker's “Atelier of Dreams”: We took a real flat living room and completely reimagined it as a creative sanctuary. Every element, from the bolts of fabric to the shelves stacked with colourful thread, was brought in and custom-arranged to convert a living space into a buzzing workshop where inspiration comes to life.

The Impact: Art as a Business Tool
By physically building these worlds on real locations, we blurred the line between reality and aspiration. The powerful, authentic visuals built instant credibility, portraying OLX not just as a classifieds site, but as a place where serious, beautiful, and successful businesses are born. This wasn't set dressing, it was world-building. The art direction didn't just support the message, it was the message, proving that even the biggest dreams can be built by hand, right where you live.

Campaign period - 18/09/2023 – 05/11/2023

Credits

OLX Ukraine:
E-com Marketing Director OLX Europe: Andriy Vasyliev
Senior marketing manager: Alyona Horkovenko

OLX Kazakhstan:
Senior brand manager: Anna Sevastianova

TOBEDONE Agency:
Creative director: Mira Chinar
Senior Copywriter: Danylo Tertychnyi
Account manager: Olha Turovska
Designer: Slava Kobzenko

Production:
NOSTARS Ukraine