We wrote a “love” song and created a crazy animated film about well-known antipodes.

The love of crabs is a solution for more than 80 hyped conflicts: social, political, athletic, cultural, and fictitious.

And current Russian news stories:

controversy between bloggers, singers, actors and other celebrities.

Like the guy who was arrested for playing Pokemon Go in church.

A fight between the two top football teams.

Conflicts between official authorities and the people, and between our childhood heroes.

The voiceover of the animation is a well-known blogger, and the Russian voice of the Rick and Morty cartoon.

The video received more than 8 m views in one week - turning out to be a big viral hit.

About 10k viewers on YouTube alone commented the video and it snatched the mass media’s attention.

Thousands of people shared both the film and the song.

The bloggers recognized themselves and picked up on it: “Hey mom! I’m in the commercial!”

People immediately started generating reaction videos, “Easter egg” lists, fast and slow versions, memes, fan art, alternative voiceovers, and stickers… Adding extra views to the original video by Vici!

And VICI crabsticks sales added 19% to the previous year (not bad for a category leader with a more than 40% market share!).