PITER BY BUSHE BAKERY

ClientBUSHE
Category A01. Cinema & Theatrical: Fiction & Non-Fiction
TitlePITER BY BUSHE BAKERY
Product/Service"A TRUE SAINT-PETERSBURG" BY BUSHE BAKERY CHAIN
Entrant RED PEPPER FILM Moscow, RUSSIA
Idea Creation RED PEPPER FILM Moscow, RUSSIA
Idea Creation 2 RED PEPPER Ekaterinburg, RUSSIA
Idea Creation 3 VGNC New York, USA
Idea Creation 4 BUSHE Piter, RUSSIA
Media Placement BUSHE Piter, RUSSIA
PR RED PEPPER Ekaterinburg, RUSSIA
PR 2 BUSHE Piter, RUSSIA
Production RED PEPPER FILM Moscow, RUSSIA
Production 2 VGNC New York, USA
Additional Company L'FILM PRODUCTIONS Los Angeles, USA
Credits
Name Company Position
Danil Golovanov Red Pepper Film Creative Producer
Alexey Sobolev VGNC Creative Director
Roman Pevzner Bushe CEO
Pavel Buryak VGNC Director's assistant
Anna Gavrilova Bushe Creative Director
Evgeniy Gurbenko VGNC Camera Man
Oleg Lega Bushe Owner
Katya Nefeld VGNC Producer
Yana Shmailova Red Pepper Film Producer
Anna Soboleva VGNC Producer
Mika Koroteev VGNC Director
Mika Koroteev VGNC Director
Ivan Sosnin Red Pepper Creative Creative Director
Masha Demidova Red Pepper Film Chief Officer
Julia Uzkikh Red Pepper Film Art Director
Julia Uzkikh Red Pepper Film Art Director
Polina Kondretieva Red Pepper Film New Business & Public Relations
Phill Lee VGNC Camera Man
Alexander Cherniy VGNC Editing Director
Alexander Legostaev VGNC Editing Director
Nikita Harissov Red Pepper Creative Copywriter
Dmitry Fathiev-Dolohov Red Pepper Creative Designer

The Campaign

“Piter by” is a branded content project which features a few short and long storylines with one unifying theme - these stories can only happen in the great multicultural city that is St. Petersburg. 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.

Creative Execution

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 also made a private screenings in Kiev, Erevan, New York, Amsterdam. In 2017 we will create a charity-screening program together with a "Formula Kino" - the biggest cinema-circuit in Russia, covered 42 cities. All proceeds will go to the Charity Fund of Konstantin Khabenskiy (main actor) which tries to help children with cancer diagnosis. We launched an official site of the film http://www.piter.film/ Additional info: https://readymag.com/vgnc/piterbyfilm/ Also, the film version will be made for the blind people. Online release was featured by all main medias in Russia. We've got more than 42 000 000 of media impressions.

We shot a feature film about St Petersburg. But we prefer to call this city "Piter" exactly like the locals do. This city was filmed a lot of times, but never by a brand. Especially by a chain of bakeries.

"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.