Silpo

Rebranding, identity, advertising campaign / Ukraine

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Background

Let's not hide it: Patsany have always been fans of the buckwheat baguette. So, when Silpo, on the advice of one of our brand friends, asked us for creative help, we had to agree. The prediction from the receipt has finally started coming true.

Task

To overhaul the Price of the Week, one of the brand's main promotions. Patsany needed to create a new idea, develop naming and identity, and then communicate the new concept of the promotion – that is, to make a complete rebranding and an advertising campaign.

Challenge

Firstly, the Price of the Week is the brand’s permanent promotion where discounted products change every week. Therefore, new creative content is crafted and new campaigns are launched every week. In addition to coming up with an idea for the campaign, Patsany had to create a semantically and visually perfect system that would allow us to work with new products quickly. We needed a design idea where each element would be in its place and fulfilled its function.

Secondly, it's not just an advertising campaign with a fairly short time frame, it's a long-term activation. We needed to create a truly flexible idea that would not bore the consumer either visually or semantically over a long period of time.

How we did it

Legend and Big Idea

The Silpo supermarket chain is a whole universe, a natural habitat for especially valuable and rare inhabitants: the Price of the Week products. There is always a special sign next to these exhibits, and the products themselves gather many customers around them. However, as soon as the week is over, these residents of Silpo disappear, and their place on the shelves is taken by others.

We realized that the new campaign would introduce Ukrainians to this amazing world and its unusual characters. That's how Patsany came up with the main idea and bought groceries for dinner.

Naming

The special residents of Silpo had to be given a special name that would convey the playful vibe of the characters and, at the same time, immediately show that these characters were actually discounted products. Since the previous name of the campaign was already well known to people and carried the connotations we needed, we did not want to lose this warm contact with the audience and decided to put recognizable meanings into a new form.

Tsinotyzhyky

became particularly rare and valuable residents of Silpo. However, Patsany went further and remembered all the TV shows about animal life that they watched as children. We decided to give a shoutout to the animal world from the world of Tsinotyzhyky. This is how the main communication idea turned into "In The World Of Tsinotyzhyky".

Message

The first thing we wanted to do in the communication was to introduce the audience not just to the new form of the campaign, but to a whole new universe and its inhabitants. Tsinotyzhyky are really rare characters because the Silpo shelves are their only natural habitat. In addition to the fact that you won't be able to see them anywhere else, the population of Tsinotyzhyky is also updated every week. That is, customers have only 7 days to get acquainted with these rare creatures.

That is why "Tsinotyzhyky in Silpo" and "Look for Tsinotyzhyky in Silpo" became the main messages of the new communication.

And Patsany included a more prosaic explanation of who these Tsinotyzhyky are into the descriptor: they are the products you love. And you have to agree that it's hard to argue with that.

Identity

When the idea and all the semantic forms were defined, we started creating a visual system. The challenge was to develop building blocks that would allow us to quickly update creative content on a weekly basis and, at the same time, maintain consistency in communication and stay true to the idea.

Patsany created a system of visual elements that allowed to quickly turn specific products into Tsinotyzhyky. We have drawn dozens of eyes, mouths, tails, horns, ears, paws, feet, and wings. With the help of these elements, creating a custom unique Tsinotyzhyk is easy.

Yes, Tsinotyzhyky are inspired by the animal world, but they are not animals; they truly are unique creatures.

From a distance, they may resemble a hare or a bear. But where have you seen a winged hare with hooves? Or a bear with horns and a long tail? That's right, only in the world of Tsinotyzhyky at Silpo.

Patsany have also created a guide explaining how to work with the visual system, which elements can be combined with each other and which can not, and how many elements can be added to one Tsinotyzhyk.

The details are made in bright accent colors which help this communication stand out from the rest of Silpo advertising as well as assign its own identity, characters, and mood to the Tsinotyzhyky campaign.

We also took care of the habitat of the Tsinotyzhyky by illustrating several mise-en-scènes: forest, desert, mountains, countryside. They became the backdrops for the product campaigns and helped us to immerse the audience in this world even more.

Mykola Lutsenko

Patsany were looking for a guide who would help us communicate with consumers in the world of Tsinotyzhyky. Someone who would have a crazy charisma and a kind playful vibe that would organically complement the mood of the characters themselves. We wanted this person to be recognizable and evoke pleasant warm emotions.

Patsany searched, and Patsany found this person. Thus, the legendary weather presenter Mykola Lutsenko became our guide, introducing the audience to the new universe. As the saying goes, "don't let troubles and disagreements determine the weather for Tsinotyzhyky". And that's exactly what happened.

Image video

The video, which introduces the audience to the residents of Silpo, is based on a recognizable and organic form of a weather forecast for Mykola Lutsenko. Only now, instead of telling us where it will rain, he tells us where it will be sunny and what is happening in the world of Tsinotyzhyky.

The video, which introduces the audience to the residents of Silpo, is based on a recognizable and organic form of a weather forecast for Mykola Lutsenko. Only now, instead of telling us where it will rain, he tells us where it will be sunny and what is happening in the world of Tsinotyzhyky.

We also recorded an audio clip with Mykola Lutsenko to introduce Tsinotyzhyky on the radio. We are confident that many Ukrainians will recognize the familiar voice while stuck in traffic jams, and hopefully catch a moment of nostalgia and warmth.

Product commercials

Thanks to the developed identity system, integrating products into communication has become convenient, fast, and fun. For example, today's promotion features zucchini, so you fantasize about what kind of Tsinotyzhyk will be made of it – with a tail, horns, hooves, or wings. And then, there are sausages at a discount – what elements would you add to them?

Product videos are the best way to show the diversity of the world of Tsinotyzhyky and introduce the audience to new residents of Silpo every time. And to make the whole campaign look even more coherent, the voiceovers for the product videos also feature Mykola Lutsenko.

Out of the box

Patsany have developed a sticker pack constructor from various elements of tsinotyzhyky so that everyone can turn an avocado, a banana, a jar of cucumbers, or a pack of buckwheat into their own Tsinotyzhyk that they can take home.

The stickers are free and are waiting for you at the Silpo cash registers, but there is one small detail: if you are younger than 15 years old, then everything is fine and feel free to ask for your stickers. If you are older, you can pretend to be a teenager, or say that it is for your nephew. It should work, our fingers are crossed for you.

What's
next

Patsany did not just rebrand one of the country's favorite promotions, but created a separate universe from scratch with its own characters, features, laws, and even its own guide. It's nice that the world of Tsinotyzhyky has come to life and continues to come to life both in the digital world and offline.