The Drum Awards Festival - Extended Deadline

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Client: Busche
Date: Nov 2018
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Russian bakery chain Busche has rolled out its new branding – a series of posters and imagery lifted directly from the streets of its hometown, Saint Petersburg.

The brand teamed with agency Suprematika to develop its new identity, which was needed to represent the ‘new values’ of the expanding company. The agency scoured the city’s walls for textures and colour palettes to print onto Busche’s posters, packaging and cards.

The campaign’s out-of-home guerrilla piece sees posters with cut-out silhouettes of mugs, glasses and loaves of bread placed directly onto backgrounds that may not be traditionally attractive, yet perfectly complete the image.

For instance, a cut out of a strawberry milkshake is placed perfectly over a wall covered in flaking pink paint. Meanwhile a coffee is filled with rust from a corregated perimeter.

Credits

Bushe team:

Founder and owner: Oleg Lega

CMO: Roman Pevzner

Project director: Eugenia Pes’yakova

Suprematika team:

Creative director: Vladimir Lifanov

Project manager: Marina Lokteeva

Designers: Vladimir Lifanov, Eugenia Maximova, Valeria Vaizehovskaya

PR-managers: Marina Lokteeva, Ksenia Lipilina