The main task of the project was to show the special atmosphere of the second capital of Russia and the uniqueness of "Bushe" as one of it’s signature destinations. "Bushe" always plays a crucial part in the plot, either helping out a character at the final twist, or being the place where it all starts.

Another idea was the involving of the local St.Pete creatives into the process of film-making: photo- and videographers, artists and musicians - more than 500 people, who are on the titles, helped absolutely free of charge and shared the movie on the social media after its release.

"Bushe’s" unique selling proposition is its costumers. Take the bohemian atmosphere matched with affordable menu list, and you get a mix of the hip artist crowd and young start-up flock. We decided to tap into this well of creative ideas and announced a competition for the best story about the legendary city that is St. Petersburg today. The best stories became part of the almanac we produced later that year.

Considering that this whole thing started as a grassroots movement, we wanted to continue the trend and decided to work with St. Petersburg’s most beloved characters - musicians, actors, athletes etc. These people would never be involved in advertising, but would take it on themselves to represent the city in the best possible way.

That’s how "Bushe" got it’s branded content to become the most awaited theatrical release of the year.

The movie cast St. Petersburg’s cult personalities - musicians, actors and athletes. Although, this project is categorized as branded content, it was delivered to the audience as a feature film, with premieres in St. Petersburg’s cinemas. And it’s advertising campaign used all of the tools of the big feature release - online media, OOH placements, trailer releases, and merchandise.

The teaser of the film have seen by more than a million people.

Theatrical release was done in St Petersburg, Yekaterinburg, Moscow. We featured film at TV Rain channel 14 of February.

We launched an official site of the film http://www.piter.film/

Additional info:

https://readymag.com/vgnc/piterbyfilm/

Online release was featured by all main medias in Russia.

Level of brand loyalty in the city increased to 89%

The number of checks per month exceeded 600,000 transactions