"The Long Day" - Silpo

Advertising Campaign, Ukraine

Patsany turned the longest day of the year into a day of the brand’s most anticipated discounts, created a choir of benefits, and made Mark Kutsevalov an eccentric conductor.

Scroll

Background

Silpo approached Patsany to create a June 21st—Summer Solstice Day—advertising campaign. The brand wanted to introduce new discounts and capture the atmosphere of the year's longest day.

Task

Patsany had to develop the legend, idea, name, and identity, as well as launch the campaign videos.

Challenge

To transform the longest day of the year into an additional day for smart shopping, developing the idea within the creative platform "The Whimsical Year."

Idea & Legend

Patsany named June 21st "The Long Day," which brought new creative anomalies. The longer the list of discounted products in your basket, the longer you become, along with Silpo’s guests, language, and even the products themselves.

Message

"The Long Day—Long-Awaited Discounts."

On this day, Silpo guests can purchase their desired products at terrific discounts.

The visual identity of "The Long Day" was based on the aesthetic of the Windows 98 animated screensaver. Patsany developed a design system where every element stretches, elongates, and twists, filling the entire visual space and embodying the vibe of the longest day of the year and the campaign itself.

Ambassador

Patsany decided that comedian Mark Kutsevalov would carry and stretch all our long-weird anomalies on his long legs, narrating all the quirky moments inside Silpo and making The Long Day truly long-awaited.

On The Long Day, words stretched out so much that they turned into a song, and the characters in our video became a choir of loooong benefits. Each person sang their product’s own beat-rhythm-vibe, while our main ambassador, Mark Kutsevalov, acted as the eccentric conductor of this choir.

Patsany placed POS materials in Silpo stores to remind customers:
"The Long Day—Long Discounts."

Thus, Patsany expanded "The Whimsical Year" platform with an anomalously creative campaign. Thanks to our long and advantageous day, guests didn’t miss out on long-awaited discounts on their favorite products. Next up: new brand cases and new anomalies.

Patsany Agency

Creative Director: Dmytro Yatsyna

Creative Group Head: Sasha Faina

Creator: Yuliia Ivakina

Copywriter: Zoriana Hubal

Art Director: Yuliia Nahorna

Motion Designers: Valentyn Nepomniachtchi, Kyrylo Andriushchenko

Editor: Vira Semenova

Silpo

Marketing Director: Kateryna Ohuriayeva

Head of Brand Communications Department: Yuliia Zabrovska

Head of Digital Production Department: Lesia Shaturska

Digital Production Manager: Serhii Smoliakov

Project Manager: Olena Sofiychuk

Strumer Production

Executive Producer: Valentyn Kondratiuk

Director: Maria Kharchenko

1AD: Ulya Snitko

DOP: Vlad Penkov

Set Designer: Valeria Koval

Producer’s Assistant: Vladyslava Kiselova

Playback: Danylo Sikachynskyi

UPM: Artem Ostrivnyi

DIT: Daniil Ostrivnyi

Dolly: Vlad Foris

Engineer: Dmytro Vishtak

BTS Video: Nadiia Shumilina

Focus/1AC: Serhii Zakrevskyi

Sound Director: Illia Petrychenko

Motion Designer: Khrystyna Zeliukina

Sounddesign: Serhii Duzhykh

MUA: Alina Lapa

Casting: Oleksandr Pylypenko

Administrator: Mykola Vasylchenko

Colourist: Valentyn Vernyhor

Catering: Energy catering

Rental Coordinator: Yurii Pleskach

Technical Support: Patriot rental & STARWAGEN

Singers: Sofia Moisei, Oleksandr Brychok, Arkadii Volosianyi, Olha Stetsenko

Silpo

Advertising campaign / Ukraine

Next project

hey@patsany.agency
+38 093 929 83 84

Facebook ↗
Instagram ↗
Vimeo ↗
LinkedIn ↗

"The Long Day" - Silpo

Advertising Campaign, Ukraine

Patsany turned the longest day of the year into a day of the brand’s most anticipated discounts, created a choir of benefits, and made Mark Kutsevalov an eccentric conductor.

On The Long Day, words stretched out so much that they turned into a song, and the characters in our video became a choir of loooong benefits. Each person sang their product’s own beat-rhythm-vibe, while our main ambassador, Mark Kutsevalov, acted as the eccentric conductor of this choir.

Patsany placed POS materials in Silpo stores to remind customers: "The Long Day—Long Discounts."

Patsany placed POS materials in Silpo stores to remind customers:
"The Long Day—Long Discounts."