Brain Tank

A new center of business attraction for Odessa

When a new large development project has a powerful and slender business philosophy, working with it becomes especially interesting and intense. This fall, our team has developed a branding and launch campaign for a new business center from the experienced developer Gefest. This business facility is supposed to become the largest in Odessa. First of all, the new object required a name that embodied its philosophy. We have been choosing between inventing an "international-like" name or following the concept of other developer objects naming using Greek names and titles. Well, or — since we are talking about Odessa — to create a brand name with a purely Odessa humor like "Taki Hub," but in the end, the theme of Greek names won, and the main argument was philosophy. The new business center in Arcadia was named Platon in honor of the founder of classical European philosophy.

And it was Plato's philosophy that gave the team the symbol of the Spiral, which illustrates the cyclical development of all phenomena and processes and shows that each phenomenon in a new round is repeated at a new, higher level. The symbol of Plato's spiral formed the basis for writing the name of the business center and its logo and the corporate identity for use in interior design, internal navigation and branding of media, and various business products — office supplies, souvenirs, and more.

It is the new business philosophy that will distinguish a new business entity from the competitors. In contrast to the old paradigm, the new business center takes a holistic approach to improve the "quality of life at work," which is well illustrated by the modern monsters of the IT industry and offers its client a consolidated commercial offer, which is so lacking in the commercial real estate market.

For more information, please follow 👉 https://www.braintank.ua/en/cases/a-new-center-of-business-attraction-for-odessa/

The Brain Tank marketing agency team has developed and shot a series of digital videos, featuring a number of interesting findings, as a part of a launching campaign of a new line of soft curds of the Slovyanochka brand from the PepsiCo Ukraine dairy portfolio. As the key situation of consuming a new product is breakfast, the creatives were searching for a non-standard and spectacular view of the morning table. Interesting fact: the food part of the video — a set of healthy products — the agency's production department did not shoot but modeled in 3D. The viewer sees muesli, honey, berries as if through the eyes of a walnut, which makes its way to the table. Spatial modeling of breakfast products allowed to achieve the "seamlessness" of the picture, so the viewer perceives the image as a nature shot.

Project

We wanted ukrainian children to combine eating healthy fruit food and spending their time happily and usefully. We also wanted to help their parents comfortably care for their kids while walking.

We created a game with eleven cartoon little animals and settled them on a digital platform. So children could just scan a QR-code on their doypack or tetra pack and get playing with funny kittens and puppies, little pandas or giraffes. Those little pets tell children their amusing poetries and teach them good habits such as care for the environment.

Book

We created and designed a bright tactile book about our little animals. It pleases children interacting with it, twisting it in their hands and touching furry tummies of their favorite kittens and puppies on the pages. This solution entertains kids and develops their fine motor skills.  

We got large feedback about help our book gives in children speech therapy.

An additional educational effect was that after kids read and played with their books they gave it further to kindergarteners to make other children play with funny pets and have a happy time.

Doypack & Tetra Pak

Educational games weren't our only purpose.

First of all, we wanted to help parents in their care of their kids. Our doypacks and tetra paks made healthy fruit food a very comfortable nosh. So the process of feeding children became both useful and easy wherever they went walking. That’s why we called our campaign “Easy on The Go”.

New Package Design

We redesigned the package for fruit juices and puree. Packages became brighter and more understood for kids. That’s how we achieved our main goals: kids read their books and play with cartoon pets, learning the world around them and enjoying the game. Parents feel happy being sure their children are healthily fed in time. And our team is pleased with feedback enjoying the results of its creative work.

Full-service marketing communications agency BRAIN TANK showreel 2019 ▶ More details: https://www.braintank.ua/en/

▶ Marketing Communications Agency Brain Tank conducted a study and analyzed the communication of competitive Shopping Malls in Kyiv, identifying four territories to which the consumer can relate them: Discount, Mass-market, Pret-a-porter, and Haute couture. Ocean Plaza occupies a free niche between Mass-market and Pret-a-porter, appearing in a special new category — Fashion Mall. To create a fashionable image, we drew our inspiration from boutique galleries in the world fashion capitals. Between the fashion world showcases, fashion houses Prada, YSL, Versace. The concept of annual communication has assumed the form of showcases, modeled for each individual event. Storefronts are a fabled world in the creator’s head; the imbalances and different sizes of objects are justified here and form the universe within each communication. Static images are created according to the canons of Visual Merchandising Art, but the dynamics go beyond its limits, inviting the viewer to move around the world of the window between objects. ▶ More details: https://www.braintank.ua/en/cases/tre...

Our agency likes not only making parallels, comparing and thinking about eternal, but also has a wonderful possibility to see an image of architecture future of the country on its beginning. Not because of esoterical skills, but only because it works with 22% of Kyiv estate market and takes part in beginning of most of develops trends/brands/blends (you can accent your favourite word). And during working process with Signature brand, that is being builded on Mechnikova street, during thinking about philosophy of housing complex project, we has created rare, but resistant feeling: «And really, - Signature is an iconic architectural object of modern Kyiv. It is its USP! That is the point of conversation with a customer!»

During the creation of film, that accompanies the launch, we have used of emotional dive in future. Retreat from the rational on behalf of dissolution in absolutely clean elegance area.

On this base agency has developed a campaign with idea of sense parallels. Like epoque architecture ideas of past has become of its time, as the Signature complex, with its ideas and technologies, has all chances to step in history, becoming the symbol of Kyiv city development of XXI century first quarter.

More info:

https://www.braintank.ua/en/cases/real-estate-highlux/

The team of our agency stands on the position of non-alternative respect for the personal life and the personal space of everyone. With all the existing range of emotions and manifestations, boldly practiced by Brain Tank team, the encroachment on the personal space of anyone here is considered unacceptable.

For this reason the Brain Tank team gladly agreed the human rights defenders request of helping to create visual images for the campaign aimed to protect the rights of vulnerable groups of the people.

Presented to the public images were defiant, screaming, which generate reflex rejection and visualize manifestations that are denounced by the agency. And in these visualizations the creative team of the agency gave vent to their creators fantasy and talent.

Since the first day of the campaign in the media, each of the prints has caused a flurry of comments and reviews. It is interesting that the campaign’ pros and cons “struggling to the death” about the method of images were illustrated and did not in any way question the significance of the campaign, as well as the very fact of inadmissibility of encroachments on the personal rights and freedoms of representatives of vulnerable groups of people.

Well, perhaps, it's a positive result, isn’t it?

Serial capital developer bUd Development launched the autumn "chapter" of multi-series communication tactics, combining eight major residential quarters of its portfolio.

The actual autumn campaign insight is that often the market offers the buyer an advertising 3D visualization, which embellishes the living object. bUd Development decided to fix the client on the fact that their quarters in life do not differ from the declared renderings.

For more information https://www.braintank.ua/en/cases/insight-challenge-how-much-insights-wi...

The oldest Kyiv retailer Karavan mall with Brain Tank agency “released” aggressive shoes all over the city, drawing attention to a large-scale re-branding into the outlet.

Autumn flight tames "biting" prices, personified by "evil" shoes, accessories and clothes, showing them much more "affectionate", announcing the upcoming opening of the Mall. While the teaser flyer relied on the horror of a frightening grin on the teeth of a sneaker, the autumn disclosure filled the info-ecosystem of shoppers with positively bright colors and good-natured facial expressions.

And while “Outlet Karavan” is carrying out construction work inside the mall at an accelerated pace, Brain Tank is preparing to place two more platform flights to bring all the benefits of the re-conceptual Mall.

Creating of tires brand targeting. Based on complex research and as a result of 2 years of development, we have created tires brand, unique for its structure, which have subtracted 6% of market share in B segment. During brand creating agency team have spent more than 150 hours at the brand production halls and laboratories. It have afforded to transform cumbersome technique innovations to effective customer qualities.

More info:

https://www.braintank.ua/en/cases/creating-a-michelin-competitor/

When you are coming somewhere, where you haven’t been waited for anyone, it’s need to show great ingenuity to be noticed. So for occupying by Kartofun chips its «place under the sun» on the shelf our agency completely rethink visual brand element, creating for it package design of six tastes in oldschool-crafted foodscapes manner.

Yesterday Kartofun left only brand name and dynamic slogan «All will be FUN!», which did not interrupt future changes. But gloomy 90ies package did not evoke trust, just like the composition base of the line.

Solution

Redemption from last remnants lasted in two stages. 

First Brain Tank worked on «inner world» of Kartofun package: uncomfortable tight foil package was replaced by corex. Also form of chips has changed – long rectangular wafers has become compact.

Than was the turn of creating of new visual identity of brand, during that many ideas were sent to trash. Agency searched for design, that responds to two non-simple requirements: it must foreground and be one and only.

The winner of hard casting became foodscapes style — technique of creation of products’ landscapes. That was it. To find some similar in the world is quite hard (maybe, without mentioning of this course’s evangelist — Carl Warner), and at the Ukrainian market – the same. Customer wants to take a package with such cover from the shop’s shelf and see it more closely.

But the main feature of rebranding have become stories on each package of Kartofun line. To fly by balloon, go to excursion to cheese pyramide, walking down the mushroom meadow – all depends on taste you like. Now everyone has such opportunity.

More info:

https://www.braintank.ua/en/cases/foodpaysaging/

Rethinking of monumental art is a trend today. Its vivid and noticeable example — mural, has organically diluted city architecture by creating the whole new art genre.

Murals have become a part of art contests, social-art projects and quickly turned into sights.

Now it is no need to wait, when mural will appear on the wall of your house. It can be considered at building phase. Developers of bUd Capital did it together with Brain Tank agency, by making their canvas on the new object in spectacular architectonics of Holosiyivsky Park. 

More info:

https://www.braintank.ua/en/stories/mural-marketing-in-practice/

Who and what for is inundating back-to-school Kyiv and internet-surroundings with aggressive clothes and accessories, which want to bite you?

It is the agency of marketing communications Brain Tank, that on the instructions of ██ ██ █ █ █ (information is hidden because of intrigue) announcing the reposition of one of country’s retail-market old-timers.

The agency payed attention to mid-segment buyers and has understood that waiting for a high price often deters them from the buying. Sometimes attitude to «bity» price tag is so significant, that feeling of shopping danger becomes real.

That’s why the agency has created heroes that demonstrate found issue of customers’ segment, connected with idea that «price tags are biting».

Only agency and client’s brand-team know the final of this story. Meanwhile funny animations with living products are floating by digital and promise to bite all around with purpose and without it.