The largest grocery retailer, "X5," launched "PAKET," a new subscription service allowing customers to accumulate even more loyalty program points. The client's task was to inform the audience about this new subscription model. However, a key aspect of the project was its target audience—individuals aged 45+—and the specified content distribution format for them: digital video ads
A quirky, comical, and "familiar" character persona was created for the older generation – Valentin Vygodnyy. This somewhat peculiar figure was designed to evoke a sense of nostalgia in them, reminiscent of characters from old Soviet films. His role was to then explain the new subscription format to this audience
creator of the Idea, and Led Production
