The Epica yogurt brand is number one in the Russian market.

They came to us with the task of making something entertaining and fresh without any references. They needed a youtube-based project at the intersection of advertising music and film industry.

Objectives:

- Brand or Product Integration into popular Music Content

- Organic celebrity involvement

- The creation of the film series content impossible without brand participation and band producing

- Increasing brand loyalty

- 3 000 000 core audience reach

We decided to make a music film series. The first collaboration between the FMCG brand and Music Label . As a result, we created 5 fresh music videos for the fresh bands and 40 minutes long musical for the brand.

According to the legend, EPICA yogurt turned to Ivan Dorn for creating a script for this musical.

We started with a hot and weird teaser with a pop superstar in a yogurt bath.

Then we placed all pieces of content in a special new youtube channel and Instagram account @themostepicday (including backstage, interviews, and photos).

Then we released a full video.

Initially, we created a special shortlist for label artists from more than 20 compositions and jointly chose five directors. One of the clips as an experiment agreed to remove the label creator - famous pop star Ivan Dorn. Then the directors chose compositions for themselves together with Epica, thought through the story inside the clips and how to combine all of them into a single whole - the most epic day. This time it was important for us to show epic in a new, non-standard form.

The scale of the project is worldwide: the collaboration between the German company, Russian creative production, and Ukranian music label. The project was filmed in 5 countries: USA, Georgia, Turkey, Ukraine, Russia.

The results measured the impact of each video on the audience, saw the portrait of the project audience - men aged 18-34 years.

6 148 293 organic views on Youtube.

Over 10 000 followers in a new Instagram account.

Retention of the audience on the channel more than 50% on short videos. 20 261 reposts. The main thing is organic comments and discussions, a positive tone for the communication of the audience.