Author: admin_mv

#weCover – PROMO

Civilian Covering Forces

#weCover

Civilian Covering Forces

Usually, brands are created for specific organizations. But the brand of the Civil Covering Forces of Ukraine was created to unite all Ukrainian people working for the Victory in the rear. 

#weCover

– a hashtag of a social video and the slogan of all Ukrainians who today serve the state in the rear. Actualizing the participation of civilians in the defense of the state creates a chain of moral support and helps to feel the value of their contribution. Awareness of being part of Ukraine’s largest “unit” – its Civilian Covering Forces – will help lift your spirits and improve morale amid disturbing news, sirens, and general tensions.

Imagine: you are not just a worker in your workplace or “just a volunteer after work”, but a real warrior of the Civilian Covering Forces

Text on video: CCF – Civilian Covering Forces

Project goals:

  • support of the Armed Forces from the rear: every fighter can be sure that behind him – a strong cover of all areas of logistics, and loved ones in safety,
  • emphasizing the importance of the work of all citizens who support Ukraine’s economy in the rear, create jobs, and help the army by volunteering.

Project idea:

  • emphasize the importance of everyone’s contribution to the common cause of the Victory of Ukraine,
  • to give all civilian workers a sense of the value of their work,
  • to support morally all those to whom his efforts seem insufficient and
  • to thank every Ukrainian.
ЦСП - Цивільні Сили Прикриття України, #миприкриваєм
Text on image: CCF – Civilian Covering Forces, #weCover. Photo © UNIAN.NET
Text on image: CCF – Civilian Covering Forces, #weCover. Photo © UNIAN.NET

The Civilian Covering Forces brand is the agency’s initiative, we created it for all conscious compatriots without exception. After all, they are already an organization numbering in the millions, and its coherence is admirable. Dedication to the common cause, inherent in every Ukrainian and willingness to help, insure and contribute – deserve recognition and encouragement, regardless of profession and role.

The bunch of kalyna, one of the symbols of Ukraine, acquires a new meaning: unity for a common goal. Courage and steadfastness of spirit multiply when we are together. Each in his place, we focus our efforts on help, support, and cover. The image of viburnum, sympathy, and optimism of Ukraine intertwines and strengthens the hero of the video, the collective image of a brave Ukrainian soldier.

The idea and symbolism of the Civilian Covering Forces of Ukraine found a response in the hearts of many Ukrainians, and the social video received more than a million views on Facebook.

We are and continue to be a worthy rear so that our defenders can confidently rely on us and believe that good is not small. We dream that the concept of the SPC of Ukraine will find a response in your hearts and the hashtag #weCover will be spread through information resources, increasing support, and unity.

It would seem that advertising and war are distant things, but today everyone can join professionally, and you already do. Let us continue with faith and pride. Glory to Ukraine!

For Real Men

«Hetman» vodka brand

TV commercial. For Real Men. The Hetman Class Quality

«Hetman» vodka brand 

The task:

  • Develop a script and communication messages based on the actual slogan “Hetman Class Quality”
  • Form a vision around the principle: “We ensure the impeccable quality of Ukrainian alcohol.”
  • Maintain a 40+ audience and increase brand relevance for a 30+ audience.
  • Modernize the brand.

The result

The work resulted in an advertising campaign on more than 15 central television channels.

We decided to modernize the brand straightforwardly. With the key message: “Yes, we were relevant yesterday, relevant today, and will be relevant tomorrow.”

Even at the stage of creating the script, we understood the brand philosophy as the video’s main point and focused on its renewal.

We couldn’t do that in prose, so poetry came out:

“For real men and highest ranks,
For their worthy party
Until this day, we have remained
The glass of art and hearty!”

MOROZOV agency embodied “Journey in Time” in a commercial video with a combination of past and present images. The video shows a fun party in the folk style with a sharp transition to a modern feast.

15-second version

Backstage

It is noteworthy that during the filming of the commercial “Hetman Class Quality” the roles of Cossacks and secular people in the feast were performed by the same actors.

The table was set with real treats, which made the video production process more difficult for both the film crew and the actors.

Meeting the President

President Vodka

Meeting the President

President Vodka

The task:

  • Develop a script and communications for the brand’s entering the market.
  • Shooting and producing a video.
  • Through the repetition of the name “President”, create an association with alcoholic beverages, and spread it among the target audience.
  • Customer’s wishes: cold and snowy weather in the frame.

The result: Find a slot for the meeting! We are meeting the з “President”

«Знайди час для зустрічі! Зустрічаємося з „Президентом“»

We used the next methods, working on the campaign:

  • Audience segmentation. Every promo video is targeted at a special group, therefore, people of different ages, social statuses, and gender appear in advertising.
  • The «programming» of the ТМ’s name. The only phrase “Meeting the President” sounds in the commercial video, for the audience’s remembering the President ™ name. 
  • Keeping the viewer’s attention. We created an intrigue to keep advertising not intrusive but exciting, instead.

Backstage

MOROZOV production faced the task of shooting winter scenes in May at a temperature of +20 ° C. We took general shots at the top of Dragobrat Mountain, as it was still snowy there. Filming magic made the rest.

«Hetman». The hetman class quality.

«Hetman» alcohol spirit plant

The “Hetman” class quality.

«Hetman» alcohol spirit plant

Hetman is one of the TOP brands of Ukrainian alcohol represented on the world stage. The products of the Hetman brand are widely recognized by a satin-decorated bottle of horilka with the image of Ukrainian hetmans.

There is a mega-powerful production complex, the eponymous horilka plant “Hetman,” behind the bottle and the TM. “Hetman” has an impeccable reputation among partners, but is less known among end-users.

MOROZOV.agency faced the task of modernizing brand content and developing a new position for the whole company, its partners, and consumers.

GO. Export

There were two purposes for the change of positioning:

  • increase sales and strengthen positions in the Ukrainian market;
  • increase the export indicators of the plant’s products (TM Hetman horilka, TM President horilka), entering new promising foreign markets.

The mission. The history. The technologies

Brand mission development

«Hetman is more than 200 years of experience in producing horilka. The Hetman plant combines modern technologies and the advanced developments of the in-house technologists, which helps to create quality alcohol and constantly improve it. We systematically confirm the quality of the national product in the global arena, occupying high positions in European markets and meeting world standards.»

Mission: providing the impeccable quality Ukrainian alcohol

How to make the promo video watchers see it all without rewinding or switching?

In addition to its own brands, such as “State”, “Hetman”, President, and “Kyiv”, the “Hetman” plant produces about 160 varieties of horilka as a contractor for other well-known brands. So we produced a B2B-oriented video.

Insight: Horilka is not just 40% alcochol and 60% water

Most Ukrainian market players know the whole technological process of alcoholic beverages production, so the authority and reliability of the Hetman plant as a partner did not need to be strengthened. In the video, we focused on the audience’s emotions and added a touch of humor. The viewers do not switch from a boring video of the production process but get a new vision and a fresh look.

Retail branding

The design of the promotional stand for product placement in the Hetman’s network of branded stores and for participation in specialized exhibitions started from scratch. We developed a new branding of prefabricated structures because of the deserved exclusiveness.

The promotional stand was created to be used on a variable area. 

Website development

One of the company’s priorities is to increase exports, so improving the website was a crucial task. And the best improvement is to create something new, so that’s what we did.

Showing is better than telling

The product in the first place

We bet on video content. And it seems to have worked. Video backgrounds have been successfully combined with a small but sufficient amount of text.

For the users’ convenience, we presented the products on the Internet via photo 3600  technology.

http://hetman.ua/

Advertising communication and TV commercial video

At the stage of creating the script, we realized the desire to convey the brand’s philosophy in this video and focus on updating it. We couldn’t do that in prose, so poetry came along:

For real men and highest ranks,
For their worthy party
Until this day, we have remained
The glass of art and hearty!

Commercials for gym

SHULAK gym

Here’s the Thing for «SHULAK»!

SHULAK gym

The task:

  • Develop a script and communications for gym advertising.
  • Shoot a scene without a single frame with the training process.
  • Beat the difference from other gyms based on the UTP and focus on the result, not the process.
  • Add a touch of humor or self-irony to the gameplay.
  • Due to the repetition of the name of the “Shulak” gym, spread it among the target audience.
  • Focus the advertising product on an audience of 40-55.
  • Shoot the promo videos.

The result:

«How to film the gym and weight loss program advertisement out of the gym ?!»

Easily! To start with, MOROZOV agency proposed to divide the female and male audiences. As a result, two commercials came out with clear characters that suit the audience of existing and potential customers. They are successful people with above-average wealth, satisfied with almost everything in their lives, except for their bellies.

What did they play with as children? Boys —  toy cars, and girls —  dolls and dresses. Since one of the tasks was to prepare an advertising script without the gym staff, we decided to use an auto showroom and a boutique.

Our main character, whom we named Antonio, is a businessman. He can buy any car in the showroom, but a tiny annoyance of a belly resting on the steering wheel becomes an obstacle. The heroine is Penelope, who can choose the most expensive dresses, but they do not always fit her.

Backstage

Everything’s the same behind the scenes: a lot of professional equipment and a great film crew. Perhaps, choosing the characters and the film heroes became the most exciting part. Finally, a professional cast worked in the male commercial, and in the female plot, we bet on the characters.


Penelope —  Olga, a lawyer of the construction company;

Chinese couturier stylist —   Xu Van Ying, a professional vocalist.

Antonio —  a professional actor Nazariy Kit;

manager of the car show —  model, dancer, and artist Taras Volokh.

For Winners’ Worthy Rest

President alcohol brand.

For Winners’ Worthy Rest

President alcohol brand.

The task:

  • Develop a scenario and communications based on the partnership with the Leopolis Grand Prix racing organizer.
  • Create an imagery TV video.

The result:

The commercial video for the premium alcohol brand President targeted for the TV rotation created in collaboration with the Leopolis Grand Prix.

The reason is that the President brand became the general sponsor of the Leopolis Grand Prix retro sports race. On this occasion, the TM asked MOROZOV agency for advertising support and the creation of promotional communications based on this event.

As the car theme is a bit far from the topic of alcoholic beverages, a successful colleague of the winners became the hero of the advertisement. He broke into the race and delivered the products to celebrate the triumphant finish.

15-second version

Backstage

Shooting the real-time video of a real race became a real challenge for the MOROZOV video production department. We had to release another participant on the track – a branded President car to keep to the scenario. We had no right to make a mistake during the shooting, as according to the regulations, the car could pass only three laps.

Your Active Dwelling-Style!

«Forward» residential complex

Your Active Dwelling-Style!

«Forward» residential complex

The task:

  • Develop a script for the video clip.
  • The timing of the clip is 20 seconds, and the trailer is 6 seconds.
  • Use existing renderings of the building.
  • Use a stock video only.
  • Required elements: the logo of the residential complex, the “Riel” company logo, and the website.
  • The idea aims to reveal the residential complex’s benefits, “its sporty, youthful spirit, ” and be clearly oriented towards a young, active, progressive audience.

The Result:

To make the picture vibrant and appealing to a young audience, the rational benefits of «Forward» residential are conveyed through the prism of emotion in the commercial.

The new apartment for young people is a new beginning of life by the rules they set themselves. They open up plenty of new opportunities and experiences with purchasing the apartment. And while the voice-over narration in the promotional video announces the rational advantages of the residential complex, bright images of the young people’s active life are emotionally convincing.

YOUR FORWARD START
YOUR LIFE
YOUR RULES
YOUR SPACE
YOUR INSPIRATION
Active dwelling-style

Constitution Day of Ukraine

Rostyslav Melnyk

A Social Video to the Constitution Day of Ukraine.

Rostyslav Melnyk, «Riel» construction corporation

The task:

  • Develop a script and shoot a social video for the Constitution Day of Ukraine.
  • The topic: construction industry.

The result:

A social video with a happy ending and deep meaning. The plot does not contain answers to questions, promises, or calls to action. This video raises the issue of earnings from many points of view. Every viewer has surely felt their own vulnerable pain point: construction developers – in the outflow of qualified personnel abroad, parents – in the difficult choice that lies before them now or in the past. The phenomenon of earning money abroad affects everyone, not only people who dare to take such a step, but also their environment. Emotion is what we wanted to evoke in the viewer to make the audience think about change, and believe in the future!

Backstage

There was plenty of light and equipment on the stage, and a large professional team worked. But a young protagonist became the real star of the video playing the leading part so talentedly.

Branding of Cheerleading Federation.

LRCF

Branding of Lviv Regional Cheerleading Federation.

LRCF

Lviv Regional Cheerleading Federation is an organization that unites the region’s sports clubs in cheerleading. It represents the Cheerleading Federation of Ukraine.

During the logo development we aimed to convey:

Professionality. “It’s just a show,” viewers often think. But, first of all, cheerleading is a sport that combines elements of gymnastics, acrobatics, and choreography.

Support. The cheerleader supports other teammates in training, demonstrations, and competitions. There is a sports competition between clubs. The federation’s goal is to support every cheerleader and promote sports and a healthy lifestyle.

The challenge: we avoided stereotypical pompoms or girls in skirts. Cheerleading is a sport open to everyone, regardless of gender. The logo is based on the idea of unity, equality, and support, and four combined silhouettes of cheerleaders transfer it to the viewer.

A branded pattern development

Silhouettes from the logo are transformed into a corporate pattern symbolizing the unity of cheerleaders, the administration of the federation and fans of this sport.

Merchandising and design of competition attributes.

MOROZOV.agency developed a stage for sports competitions for the first time. We were delighted with the process. We think we managed to properly integrate everything we wanted to convey in the logo, including the branding of attributes, scenes, navigation, and all the brand content of the competition.

Horilka is not only 40%

«Hetman» alcochol plant

Horilka is not only 40%

«Hetman» alcochol plant

The task:

  • Developing a script and producing a corporate film with the overarching idea of ensuring the impeccable quality of Ukrainian alcohol.
  • B2B direction: profile exhibitions, partners.
  • No boredom.

The result:

How to make the promo video watchers see it all without rewinding or switching?

There aren’t a blacksmith, the fakirs, the Queen, the beekeeper, and a surgeon at the horilka plant. But what if there were?

In addition to its own brands, such as “State”, “Hetman”, President, and “Kyiv”, the “Hetman” plant produces about 160 varieties of horilka as a contractor for other well-known brands. Their customers are the primary target audience of the video.

Insight: Horilka is not just 40% alcochol and 60% water

Most Ukrainian market players know the whole technological process of alcoholic beverages production, so the authority and reliability of the Hetman plant as a partner did not need to be strengthened. In the video, we focused on the audience’s emotions and added a touch of humor. The viewers do not switch from a boring video of the production process but get a new vision and a fresh look.