Description

Background:

In 2024 OLX Brand in Europe rolled out the emotional platform Everyone Gets More. Platform mandate: from now on every OLX asset must carry an emotional layer—even in the most rational categories. Building materials are as rational as it gets—price and delivery, not feelings. Yet the platform demands emotion in every asset, so we weave it into the product without losing focus. In 20 seconds, every frame must sell and tell.

Execution:

Insight: In Central Asia, “ochag” means both home and hearth (mangal)—a single word that encodes warmth, togetherness, and the pride of providing.
To “build an ochag” is to build a life, not just walls.

We lean into that ambiguity: an epic “house” build resolves as a barbecue hearth where friends gather. The English punch line “I said it’s gonna be fire” is a jury-facing adaptation; in market, the word “ochag” itself carries the double meaning and nods to both flame and greatness. Crucially, we wired emotion into the most rational goods—bricks and cement—without losing product focus, fully answering the brief and delivering on OLX’s new positioning mandate that every asset carries an emotional layer.

Script:

Three friends literally “build a home” from OLX bricks. We think it’s a house; the reveal shows a hand-built barbecue hearth — their real ochag (home).
Beat sheet (20s):
00–02 Bored weekend. Three friends open OLX App
02–06 Scroll building supplies. VO: Oh! These! Building something that lasts! (RU “Берём эти — чтоб на века.”)
06–14 Cut: wheelbarrow, dust, stacking bricks. Tight shots hide the form.
14–18 Last brick clicks. Hero 1: When I said, it’s gonna be fire...
Hero 2: You meant it! (RU “Когда сказал, что построю очаг... — Не шутил.”)
18–20 Reveal: perfect brick BBQ. First flame. Friends gather.

Why it works:

Mandate met: emotion is built into the plot, not added as garnish.
Product = action: OLX materials drive every beat.
Culture-first twist: wordplay on ochag turns materials into feeling.
Silent-readable: clear reveal, strong line, 20s precision.

Campaign period - 06/06/2025 - 31/08/2025

Credits

OLX Kazakhstan:
Senior brand manager: Anna Sevastianova

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

Production:
WAVES Production Kazakhstan