Food Solutions
Head of strategy — Dmitry Larionov
Junior strategist — Zhibek Kulatayeva
Creative director — Nail Muratov
Art Director — Valdimir Niy
Business development director — Artur Karabajak
Creative Group Head — Sergey Aleksanin
Senior designer— Anastasiya Velikodnaya
Motion Designer – Vyacheslav Ligai
Designer – Толеутаев Ernest Toleutayev
Senior copywriter — Rasul Abidov
Copywriter – Roman Shahbalayev
Problem:
McDonalds left Kazakhstan, but the chain continued to operate because the people, restaurants and well-established processes remained. Everyone in Kazakhstan was curious about the new name, and the loyal audience argued whether the beloved quality of service, the taste of the dishes and that festive atmosphere would remain the same.
Idea:
To come up with a new brand that will tell about the main thing that the restaurant chain has, the people. About those who continue to bring products, cook with love, come to visit and order delivery. So that everyone who comes to the restaurant can say, "I am important".
Execution:
This is how the name “I’m” appeared, and an intelligible identity that allowed the restaurant to talk to customers.
https://youtu.be/nzzJYw0kKi0?feature=shared