START – ENERGIZE YOURSELF WITH CEREALS!
BACKGROUND
The Start brand has been silent for a long time, and children no longer pay attention to old-school advertising – they live in the rhythm of instant content. So we had to not just remind them of Start, but create something really cool. Not just a video, but a whole content ecosystem that would fit into this rhythm and speak to kids in their own language.
CHALLENGE
We conducted a survey and found out that children today live in the world of social media, where the pace is frantic and the content must be instantly interesting. That’s why the video should play by these rules: fast editing, vivid animation, a mix of styles and formats, lively energy and healthy silliness are what can really keep attention.
INTERVIEW
THE CENTRAL IDEA IS ADVERTISING THAT LIVES IN THE RHYTHM OF MODERN CONTENT!
SOLUTIONS
We made a video that organically fits into the content flow that children are used to. Each frame is a micro-episode that is subconsciously perceived as part of the movie. The video itself “scrolls” for the child, not letting him or her tear himself or herself away. And the hidden details make you come back to watch it again and again.
SENSE
Our research also showed that there is a real lack of high-quality Ukrainian-language content for children. So we decided that Start could make a powerful contribution to the development of the Ukrainian content space. That’s how the idea was born: in addition to the main video, we created a whole content universe around Start – unique entertaining and educational videos that kids could watch while eating.
DIGITALIZATION IS THE KEY TO THE HEARTS OF MODERN KIDS!
MECHANICS
We developed a new interaction mechanic: QR codes appeared on Start packaging, which lead to the network and randomly transfer to one of the videos specially created for the brand. Additional videos have become an opportunity for children to interact with Start in a new way, and the main video is the key to the brand’s world, which attracts interest and leads to further interaction.
INTERACTION CYCLE
The video attracts attention → children buy Start → scan the QR code → immerse themselves in the content → become part of the brand community → come back again and make a second purchase to see more content.
In this way, we don’t just sell a product – we make the brand a part of daily interaction.
FILMING
In this way, UTC film, while working on a project for Start, noticed a certain lack of Ukrainian-language children’s content and decided to partially fix it. We created an opportunity for deeper interaction and audience engagement, which is important for the brand today.
Creative Lead – Volodymyr Veselov, Oleksandr Veselov
Creative Team – Sonya Sytnik, Veronika Khrutska, Sofia Vorobiova
Executive Producer – Oleksandr Veselov
Line Producer – Oleksandra Lyashenko
DIR – Volodymyr Veselov
DOP – Vlad Penkov
1st AD – Dmytro Khasanov
PA – Valeria Martynenko
Admin – Ivan Shemelin
Art department – Masha Khomyakova
Mockups – Lesia Mokrenets
Gaffer and team – Leonid Sidorenko
Costume designer – Anna Obraztsova
Make-up & hair Stylist – Kristina Makovey
Casting Director – Valeria Lukash
Casting Assistant – Anna Porkhun
Focus Puller – Andriy Karpets
Dolly team – Vlad Foris
Camera team – Faget, Vova Tonkonogov
Playback – Ilay Tyler
Backstage – Ivan Hryhorevskyi
Locations – RNB studio | SVOI Sport Arena
Rental and technical team – Illuminator
Catering – Energy Catering
Edit – Ilay Tyler
Color – Valik Vernigor
Post Production team – CASPER STUDIO
VFX Supervisor – Ruslan Nazarenko
Designer – Lisa Sakanian
Sound – CAVEMEN RECORDS | Vitaliy Kandyba
Voice – Angelina Samchyk