"Birthday", Silpo

In 2024, Silpo invited Patsany to its Birthday. We, Patsany, celebrate birthdays with creative campaigns, so we took on the most festive communication of the brand — its 26th anniversary.

To create a campaign highlighting this significant milestone in the brand's history while showcasing special discounts and offers.

26 years is a rather ordinary milestone. So how do you celebrate something that seems unremarkable? The first challenge was to draw attention to the number and turn it into an exciting, must-attend event for customers.

The second challenge was to integrate this festive advertising campaign into the communication platform of the Whimsical Year. That meant creating a vibrant event and adding a touch of absurdity, peculiarity, and uniqueness… Luckily, that’s what we do best.

We decided to turn an ordinary birthday into an enchanting celebration where customers could witness real magic. It manifested in everything — from unexpected discounts on price tags to unusual visual effects and illusions — creative magic tricks.

The number 26 became the symbol of magical years for Silpo’s guests and the key visual element of the campaign. Patsany developed an identity based on various optical illusions: kaleidoscopes, distortion, glitch effects, contrasting patterns, and optical mazes.

The campaign's magic came to life through animations that created optical illusions using displacement, stretching, and pulsation. These elements became the core of digital banners and videos, adding interactivity and creating an effect of continuous magic.

Patsany created a magical 3D newspaper—not digitally, but in reality. On a giant sheet, we arranged products volumetrically, added a receipt with a fortune prediction, and even placed a shopping basket. This print-creative piece was then taken to the streets to captivate passersby.

Puzzle spaces, infinite shapes, optical illusions, multi-layered visuals, and bright festive colors came to life in brochures, stoppers, wobblers, and unconventional formats.

Creative Director: Dmytro Yatsyna

Creative Group Head: Sasha Faina

Creative Copywriter: Varvara Siednieva, Yevhen Savenko

Project Manager: Natalya Serbeniuk

Art Directors: Vlada Fomina, Yuliia Nahorna

Marketing Director: Kateryna Ohuriaeva

Head of Brand Communications Department: Yulia Zabrovska

Head of Digital Production Department: Lesia Shaturska

Video Production Manager: Serhii Smoliakov

Project Managers: Kseniia Serik & Olena Sofiichuk