A ‘Thanks’ you won’t forget

A ‘Thanks’ you won’t forget


Ferrero Kazakhstan

Рабочая группа

Client: Ferrero Kazakhstan (Kazakhstan)
Kinder Brand Manager (Kazakhstan & CEA & CAU): Karina Murtazaliyeva

Agency: GForce (Kazakhstan)
Managing Director: Yuliya Tushina
Executive Creative Director: Yevgeniy Kostylev
Creative Group Head: Victor Ershov
Art Director: Maria Kalinicheva
Copywriter: Mikhail Varov
Designer: Diana Korchevskaya
Motion Designer: Alexander Filatov
Account Manager: Veronika Fedossova
Client Service Director: Anna Kostyleva

Chief Commercial Officer: Yevgeniy Tyan
Account Director: Azazel Amirdinova
Art Director: Dmitriy Kiyko
2D Motion Designer: Almat Suisimbayev
Tech Lead: Yevgeny Burlyai
Project Managers: Rustam Ashykbayev, Uliya Kusherbayeva
Account Manager: Samal Satybaldina


‘Thanks’ is a word that children often forget to say, especially to their parents. Even though moms and dads play so many important roles in their lives - they are family doctors, home chefs, family event managers, and so much more.
Kinder Pingui - chocolate for children and parents - decided to remind everyone how important it is to thank moms and dads for everything they do for us. So we launched a large outdoor campaign with easy-to-use stickers to make sure you don't forget to say thank you.
Instead of typical advertising posters we placed unusual billboards with stickers of different words of gratitude. So that every child, regardless of age, could take a sticker and thank their parents with it.
We also made sure that words of gratitude could be seen all over the city. We launched a Telegram bot where anyone could create customized stickers with their parents' names, and these stickers were broadcast in real time 24/7 on digital billboards around the city to be seen by as many moms and dads as possible.
The campaign is still ongoing, and already more than 2000 Kazakhstanis have thanked their parents via digital billboards and more than 10000 thank-you stickers have been used.
Social media also raised awareness by writing about the Kinder Pingui stickers and encouraging people to thank their parents.
We achieved good results, bringing the brand closer to people, and reminded the whole city to thank their parents.