Moscou rouge
Moscou Rouge or Krasnaya Moskva is the first Soviet perfume, created in 1925 and became widely known in Europe and throughout the world by the mid-50s of the 20th century. In 1995, Krasnaya Moskva, recognized as a classic of perfumery art, took a place in the museum of fragrances Osmoteka in Versailles.
Case Studies
In Russia, the CIS and some European countries, such as Serbia, the classic version of Moscou Rouge still has many fans. To draw attention to the old and new perfumes of the manufacturer (Novaya Zarya), we created SMM-series in Instagram, consisting of 3 seasons, fully dedicated to Moscou Rouge for the fans of the fragrance.
Project plot
The first season was shot in the style of Soviet and post-Soviet aesthetics, the second — in the style of Peaky Blinders TV series , and the third in the style of dark fantasy. The project ended with New Year's sketches in the spirit of the 80s.
Each season had its own visual style and storyline. In the first season we told short stories related to the specificity of this fragrance, which is outside of time and space, and in parallel in a number of visuals we reconstructed the aesthetics of Eastern Europe of the 50-60s.
The second season was a detective story about a Soviet spy and the English mafia in 1930s London. It involves a special Leningrad-London wagon delivering to the British capital the newest Soviet perfume, Red Moscow, with the help of which our heroine intends to induce the English proletariat to participate in the world revolution. The London Mafia wants to prevent her, but of course in their own interests.
The third season was set in a fantasy kingdom, reminiscent of Estonia or Finland at the end of the 19th century. We've invented a mystical plot in which the adventurous heroes seek an alchemical elixir of immortality based on the Moscou Rouge. But dark forces — witches and vampires — get in their way...
Each season had its own visual style and storyline. In the first season we told short stories related to the specificity of this fragrance, which is outside of time and space, and in parallel in a number of visuals we reconstructed the aesthetics of Eastern Europe of the 50-60s.
The second season was a detective story about a Soviet spy and the English mafia in 1930s London. It involves a special Leningrad-London wagon delivering to the British capital the newest Soviet perfume, Red Moscow, with the help of which our heroine intends to induce the English proletariat to participate in the world revolution. The London Mafia wants to prevent her, but of course in their own interests.
The third season was set in a fantasy kingdom, reminiscent of Estonia or Finland at the end of the 19th century. We've invented a mystical plot in which the adventurous heroes seek an alchemical elixir of immortality based on the Moscou Rouge. But dark forces — witches and vampires — get in their way...
Advertising of a well-known product can be completely different and not fall under any stereotypes about marketing.
If the consumer knows and loves your product, why bore him every day with the same posts repeating Buy, Buy, Buy?
For this project, we developed the concept of an SMM-series:
The case with Moscou Rouge became our program project, after which we continued to work according to such a scheme with other clients.
If the consumer knows and loves your product, why bore him every day with the same posts repeating Buy, Buy, Buy?
For this project, we developed the concept of an SMM-series:
- Create an original story related to the product
- Create aesthetics of the story
- Integrate the brand, its story and the product concept into our story
- Show the project to the target audience in a separate Instagram account
The case with Moscou Rouge became our program project, after which we continued to work according to such a scheme with other clients.
BIG IDEA
RESULTS
PROJECT REACH
14k
INSTAGRAM FOLLOWERS IN 2 MONTHS
5М
20
ARTICLES IN MEDIA
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