Heroika becoming Cashboika
Eva, it is almost a thousand shops with beauty and home goods all over Ukraine. It's a bright orange design and this song: "Always Eva, always profitable."
This is the favourite place of heroic women and mothers of the year. These are discounts, benefits and gifts. And now there is also cashback.
But despite the pink tubes of creams, scented bath foams and fluffy makeup brushes, this business is a real "fight" for the championship. And so, when another beauty retail tries to enter the territory of Eva, she goes out to prove her coolness.
Eva is the number one in discounts, promotions and other benefits. But this time not in cashback. Therefore, she needs to defend her leadership in the market, and we need to create a campaign about the coolest Eva cashback that will surpass the competition.
Eva calls all women "heroiki". Because every day they do their best for children, husband, girlfriends and colleagues. They manage to complete 100,500 things per day, and at the end — find some time for themselves.
Being heroika means being strong and responsible. Every day our heroiki fight for something, prove to others or try to "deserve". Because they believe that nothing is given for nothing. Especially for yourself. These truths have become so familiar to them that it is difficult for them to live differently and to relate to everything easier.
And even when cashback appeared in Eva, the heroiki go bravely to fight for it.
Heroika becoming Cashboika
Cashboika is a heroika who still finds it hard to believe in the benefits of cashback. And she aims to take her own. But cashback in Eva is the thing they don't have to fight for. It can be obtained simply. Just buying what you already need.
In the videos, we showed the collision of two worlds — imaginary and real. Expectations of cashboika with reality in the Eva store. We are not going to tame the strength and temper of the cashboika, we tell her: "Come for the cashback, cashboika" and spend everything on your beauty.
But that's not all. Who said that cashboika can only get cashback? After all, Eva is a complex of benefits, consisting of promotions, discounts and gifts. Therefore, we immediately put other profitable messages into the cash bank platform.
Our visuals also have courage. After all, they do not look like what Eva and her visitors are used to seeing. Vivid illustrations emphasized the strangeness of the entire campaign and showed that Eva is ready to change.
CEO — Iurii Gladkiy
Сreative Group Head — Oksana Denga
Creator — Olha Tkachuk
Art Director — Alisa Mezhenskaya
Designer — Olha Perepadia
Strategy Director — Elena Holovatiuk
Strategyst — Oleksandra Tereshchenko
New Business Director — Kseniia Sokur
Account Director — Olha Boiandina
Account Manager — Anna Verhai
Production: NO STARS
Director: Serhii Shevtsov
DOP: Dmytro Nedria
Production designer: Oleksii Velychko
1st AD: Denys Shvets
Executive producer: Ivan Krutous
Producer: Daria Volhina
Producer asst: Mariia Tuhai
Production manager: Mykola Poluden
Gaffer: Rostyslav Vasyliev
Costumes designer: Vasyl Bondarenko
Make up and hair: Lialia Mudrak
Sound recording: Serhii Hurevych
Editing: Viktoriia Dvornikova
Color: Maryna Tkachenko
Sound effects : Oleksandr Pustarnakov
Postproduction: Andrii A.
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