Belaya Dacha
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Belaya Dacha

about project

—"You are what you eat" — this is the key message of the Russian salad market leader. They are advocates of healthy nutrition. They are the titans of crunchy green leaves whose green color is the color of a great mood. Belaya Dacha is more than just salads — it's a culture.

"You are what you eat" — this is the key message of the Russian salad market leader. They are advocates of healthy nutrition. They are the titans of crunchy green leaves whose green color is the color of a great mood. Belaya Dacha is more than just salads — it's a culture.

The advertising campaign was based on true human values, authentic emotions, and delicious and healthy salads. The salads from Belaya Dacha are a product that gives you time. They make healthy eating and cooking both simple and fast so that you can spend more time on yourself and do what really matters to you. We decided to try to look at the world as one big plate — with tons of activities taking place on it. This turned into a long running story that reveals more and more plot twists, and it's up to you which character you want to be.

Process

The campaign's main characters are a young man and woman, between 25 and 35 years old. Belaya Dacha had already used the stop motion technique in their videos showing the salads and ingredients. We decided to keep that tradition and chose colored designer cardboard as our main material for the campaign.

Once we approved the basic message of the stories that could be expressed in a few sentences, we started to work out the sketches of the "final" scene for each promo where you could see the details that helped set the atmosphere for the storyline. Then, using sketches, we approved the storyboard of the entire promo with the client: opening and closing credits, how the "salad" appeared on the screen, the characters, and how they interacted with each other.

Considering the specifics of working with this material, our goal was to make all the cardboard elements as realistic and recognizable as possible. We used different color combinations, cardboard of various shapes and thicknesses to create recognizable characters, products, and other items for the videos.

Cardboard cut-outs, starting from tiny shoe soles and buttons to giant packages imitating real packets of salad mixes were all brought together. We stuck some elements together with wood glue, while others were combined into moving constructions with double-sided adhesive tape.
We filmed sample videos for some fragments. They demonstrated how exactly this or that element of the storyboard would be put into practice. Once those were approved, we started working on the final promo.

Each video clip conveys the main idea of the campaign in a clear and concise form: the company allows you to spend less time cooking and save it for yourself and your family. This is what you get with the pre-made salad mixes from Belaya Dacha that you don't even have to rinse!

Channels

The company's Instagram and Facebook pages represent the brand identity, and our animated videos adapted for these platforms are the quintessential cherry on top. Not only did we manage to stay consistent with the existing account style, but we also gave Belaya Dacha a new boost of energy with fresh content. Add the right captions and hashtags, and we've created an account people want to follow and revisit over and over.

You thought we only did the digital stuff? We've actually designed the packaging, price tags, shelf wobblers, lifesize standees, and environmentally friendly shopping bags. We wanted to encourage more people to eat healthily while saving time for achieving their goals.
This campaign allows the company to come up with new designs and concepts and create additional POS materials and promotions.

They say time is our most valuable asset. Our concept reflects the importance of free time, and both our client and their customers loved it. Belaya Dacha gives you time to focus on what really matters and makes your diet healthier!

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