Balobonus Day, Silpo

Advertising campaign / Ukraine

On the country's largest screen, Balobonuses are multiplying, everyone in the commercials is chatting about discounts, and sunny benefits are rising — Patsany created an advertising campaign featuring the brand’s main mascot for Balobonus Day.

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Background

Silpo approached us to develop a new advertising campaign for another unusual day as part of their "Anomalous Year" communication campaign. This time, the goal was to highlight the benefits of the "Vlasnyi Rakhunok" loyalty program.

In the mobile app, customers can collect Balobonuses and exchange them for gifts. The brand decided to scale the promotion and raffle 1 million Balobonuses on Balobonus Day among those who purchased promotional items.

Task

Develop a new idea, storyline, and advertising campaign to increase guest loyalty in the "Vlasnyi Rakhunok" program.

Challenge

First, Patsany had to design the campaign not from scratch, but with the already recognizable character — Balobonus. Finding the right creative territory and imagery to showcase this mascot effectively was no small feat.

Second, it was essential to convey several important messages:
- Announce the raffle of 1 million Balobonuses.
- Emphasize the discounts of up to 60% available during the specified period.

HOW WE DID IT

Big Idea
and Storyline

On Balobonus Day, the Crystal Multiplier activated, causing discounts to multiply at incredible speeds — along with the Balobonuses themselves.

Message

"Silpo’s Balobonus Day — Total Multiplication of Benefits" highlighted the scale of the campaign and its highly favorable conditions.

Identity

We gave the Balobonuses more character in the visual identity, designing personas for each: one swings joyfully upside-down, another peers out suspiciously, and the third just relaxes.

Commercials

We created a series of brand videos featuring protagonists walking through Silpo with their Balobonuses and chatting about discounts. These sunny little mascots, previously seen only in digital formats, came to life in Silpo stores, becoming very real and talkative. They constantly remind their humans about the discounts, and the commercials include unexpected, witty dialogues between different people and their Balobonuses.

The characters were brought to life as puppets, and with post-production animation, they became incredibly playful and truly chatty.

Gulliver Screen

Patsany divided the screen space into six zones to fully convey the vibrant Balobonus buzz and draw attention to the raffle. Thanks to this sunny takeover, which dominated the screen, the 10-second video doesn’t feel repetitive — instead, it invites viewers to explore what’s happening in each of the six Balobonus spaces.

POS Materials

Balobonuses also took over Silpo shelves, using various POSM to remind customers of the sunny multiplication of benefits.

What's next

Thus, Patsany multiplied the sun — the brand’s main Balobonus mascot — and amplified guest awareness of the raffle through diverse creative campaign tools. If something else needs multiplying, call Patsany.

Team

Patsany
Agency

Creative Director: Dmytro Yatsyna

Creative Group Head: Sasha Faina

Project Manager: Natalya Serbeniuk

Creative Copywriter: Varvara Siednieva

Copywriter: Zoryana Hubal

Model making: @st.maryandcoartstudio

Divchata
Agency

Designers: Violetta Nahorna, Anastasiia Kovalenko

Motion Designers: Liubov Martynets, Daria Karpeko, Oleksandra Tumyk

Content Creator: Anna Trofimchenko

Silpo

Marketing Director: Kateryna Ohuriaeva

Head of Brand Communications Department: Yulia Zabrovska

Head of Digital Production Department: Lesia Shaturska

Senior Video Production Manager: Serhii Smoliakov

Project Managers: Ksyusha Serik and Alisa Smoliakova

Strumer
Production

Executive Producer: Valentyn Kondratiuk

Producer: Mykola Borovyk

Director: Maria Kharchenko

1AD: Mykola Perestiuk

Set Designer: Valeriia Koval

DOP: Vlad Penkov

Producer’s Assistant: Vladyslava Kiselova

Gaffer: Yurii Rybchenko

Playback: Danil Sikachynskyi

Dolly: Vlad Foris

Focus/1AC: Serhii Zakrevskyi

UPM: Daniil Ostrivnyi

DIT/Інженер: Dmytro Vyshtak

Sound Director: Ilia Petrychenko

Style: Ilona Lystopad

MUA: Valentyna Zaranko

Casting Director: Oleksandr Pylypenko

Casting Assistant: Daria

Administrator: Mykola Vasylchenko

Editor: Mykhailo Shevyriov

Colorist: Vlad Chornoliasov

Sound: Serhii Duzhyk

Motion Designer: Nikita Poddubnyi

Catering: Energy catering

Rental Coordinator: Yurii Pleskach

Technical Support: Patriot rental & STARWAGEN

"The Long Day" - Silpo

Advertising campaign / Ukraine

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hey@patsany.agency
+38 093 929 83 84

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