Zatecky Gus
Zatecky Gus
Baltika is a Russian brewing company. The first plant in St. Petersburg began production in 1990. Since 2014, LLC Baltika Brewing Company has been part of the Carlsberg Group.
The Zateсky gus has been a brand of the Baltika company since 2009. Zatecky Gus is a classic light lager, with a rich hop aroma and a pleasant taste. This beer is brewed according to the original Czech recipe with the addition of the famous aromatic hops of the «Zateсky» variety.
Task: To develop an advertising campaign to promote the Zatecky gus beer. The company should be timed to coincide with the World Cup. It is necessary to promote two product lines: light beer and dark beer.
The promotion channels: TV and digital.
Industry
Beverages
Client
Zatecky Gus
Category
TVC
Product campaign
Digital promotion
Credits
Creative team
Creative director: Yury Volovskiy
Copywriter: Sergey Shabrov
Art Director: Inna Efimova
Account manager: Alena Slipchenko
Baltika is a Russian brewing company. The first plant in St. Petersburg began production in 1990. Since 2014, LLC Baltika Brewing Company has been part of the Carlsberg Group.
The Zateсky gus has been a brand of the Baltika company since 2009. Zatecky Gus is a classic light lager, with a rich hop aroma and a pleasant taste. This beer is brewed according to the original Czech recipe with the addition of the famous aromatic hops of the «Zateсky» variety.
Task: To develop an advertising campaign to promote the Zatecky gus beer. The company should be timed to coincide with the World Cup. It is necessary to promote two product lines: light beer and dark beer.
The promotion channels: TV and digital.
Industry: Beverages
Client: Zatecky Gus
Category: Creative campaign
Post production
Art
direction
Shooting process
Creative team
Creative director: Yury Volovskiy
Copywriter: Sergey
Shabrov
Art Director: Inna Efimova
Account manager:
Alena Slipchenko
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Since the campaign is timed to coincide with the World Cup and the main target audience in the airtime will be football fans, we decided to invite the famous coach Guus Hiddink. Which by its name already reminds us about the brand Zatecky Gus. In the advertising campaign Gus Hiddink and Pan Gus watch football, reflect on it, exchange football phrases and support our national team.
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TVC30
Let everything be Horoshechno! Everything will be Horoshechno! In the Czech Republic, they say it’s good to take Horoshechno! Especially, if you raise a glass with a friend!
— Guus! Guus!
— Guus! Guus!
Zatecky gus is not an alcoholic beer! Every day is Horoshechno! -
All the time wordplay happens in the videos. The word good in Russian sounds Horosho, in the video this word is remade in the Czech manner. Audience liked the word Horoshechno so much that it was used for a long time in the speech of beer lovers Zatesky gus.
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TVC30
In the Czech Republic they say burn the malt, the taste will be dense, rich, caramel and we will all live Horoshechno!
Let everything be Horoshechno! Everything will be Horoshechno!
— Gus!
— Gusss! Guuus!
Zatecky gus is not an alcoholic beer! Every day is Horoshechno! -
Especially for this campaign, a phrase was coined with which beer lovers can raise their glasses! Guuuuuss! Guuuuus!
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TVC5
— Passing!
— Horoshechno!
* in Russian, the word passing sounds like canopy -
TVC5
— Steal!
— Horoshechno! -
TVC5
— Excellent dribbling!
— Horoshechno! -
For the digital campaign, a long version was invented with parting words for our national team from Guus Hiddink!
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Digital
Hello Russia! You are probably already preparing for the championship. Dry your roach, are you trying to be home soon in order to be in time for the match. I sincerely wish to lift the cup over your team’s head. And if it doesn’t work out, raise your right hand and say «Fuck it». After all, the most important thing is just to enjoy the game as we do with my friend. Well, what remains for us is that our national teams have not disappeared for the championship. Get comfortable, take a bottle of Gus and let everything be Horoshecno!