We searched through Internet and flea markets and found similar objects with insights from our heroes’ stories, prepared branded parcels with these insights inside and delivered personally to each celebrity. Each parcel was accompanied with funny individual invitation to the opening of YOUTH bar. So all recipients of direct mail were motivated due to the personal insights and specific things that once influenced their life dramatically.

100% of people visited the opening party.

Campaign became a real newsbreak for mass media and covered more than 100,000 people on Internet.

YOUTH bar became one of the most famous and popular bars in the city.

So..Times change, YOUTH stays the same!