How do you reach a target demographic that’s completely immune to advertising? Simple. Give them what they want. In this case, entertainment.
We created a comedic branded film about a young Russian boy’s dream of becoming an American pizza delivery boy. When things didn’t go as planned, he fell back on hockey. The film starred Stanley Cup winner Alex Ovechkin as himself.
The campaign surpassed all goals – exceeding sales, gaining media attention, and winning an award.