Advertising campaign: advertising, creative
MITKA is an inexpensive and efficient paint in spray cans.
Among the aesthetic benefits: a powerful design that has won a bunch of international awards, including the D&AD Yellow Pencil, Red Dot Award, and Dieline Award.
Functional advantages also set MITKA apart from its competitors: it has a shelf life of 10 years, is resistant to high temperatures, and has a lot of other useful properties.
The challenge was introducing a new brand to a super-saturated market with a super-demanding customer.
☝☝ HIGH VOLTAGE
We identified the main customer as a handyman who doesn't know what IKEA is because he's used to doing everything with his own hands: he can dismantle a car blindfolded and even build a house from scratch.
People with such a practical worldview are quite conservative. They have favorite brands that have been tested over years of use. And they won't change their preferences just like that.
Therefore we came up with a character who can win people's trust because he tests the properties of MITKA paint by himself. Meet Hennadii The Screw, the host of the Do-It-Yourself show «Powerful Craftsman.»
Thanks for MITKA to Vladyslav Hulak and Tetiana Herasymenko ❤️
Producer: Artur Redzynets
Creative director: Hleb Petrov
Copywriters: Roman Pyskun, Anton Solonko
Designers: Olesia Bahrii
Director: Sergey Shevtsov
1st AD: ulia Pavliuk
DOP: Dmytro Nedria
Executive Producer: Daria Volgina
Producer: Pavel Diachenko
Producer assistant: Evelina Bialaja
Art Director: Zhenya Popavichenko
Location: Gleb Ruden
Production Manage: Anton Vakulenko
Stylist: Yana Savchenko
MUA: Lilya Dzihovskaya
Casting: Easy Casting
Editor: Victor Lisin
Playback: Yura Klim
Sound Director on set: Serhiy Verdes
Gaffer: Rostyslav Vasyliev
Focus Puller: Yevheniy Bubley
1 AC: Max Sherbonos
Dolly: Nikita Solovyov
Stunt: Konstantin Chuzhitskiy
Post Production: Glutamat VFX
Post Production producer: Evelina Bialaja
Sound Design: Aleksandr Pustarnakov
Colour Grading: Asa Fox