Client: EFES, Staryy Melnik (Old Miller)
Challenge: Many beers talk about traditions – in this category the older the better. But we wanted the brand not just to claim years, but to show that some things in national character never change, for the TA to recognize themselves and smile.
Solution: Since most consumers are men, we just looked at their main interest and understood that cars is a huge part of them. So we imagined how would a man take care of his carriage in old Russia, bringing to life all the modern language and routine.