Ads We Like: Russian agency turns Saint Petersburg’s flaking paint and rust into bakery’s brand

Guerilla posters were placed around Saint Petersburg

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 corrugated perimeter.

“We attempted to mark equality between the city and Busche with a new corporative style, because the major part of [the brand’s activity happens in] Saint-Petersburg,” explained Vladimir Lifanov, Suprematika’s creative director.

“The team works with various street projects, musical and dancing festivals, museum exhibitions. It even directed two films about the city it loves.”

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