Nestle - Russia Generous Soul
Russia – Generous Soul / J. Walter Thompson Russia
“Russia – Generous Soul” reveals all its soulfulness
JWT Russia created another sincere campaign for the brand “Russia – Generous Soul” devoted to Russian soulfulness
Talking about non-material things, which soulfulness surely is, it is hard to stay clear without being banal. JWT Russia’s been “investigating” the territory of “wide Russian soul” for years. Finally, the agency has come to a clear and simple way to deliver the idea of soulfulness – idiomatic expressions.
Ways to express soulfulness are so dramatic and numerous in Russia. No wonder there’s as well quite a range of phrases with the word “soul” in the Russian language. “Soul open wide”, “living soul to soul”, “having fun with all soul” – that’s what really people say now and then. This is a true way Russians live and act.
Brand “Russia – Generous Soul” fully supports this mood. And such national features as soulfulness, hospitality and generosity are delivered best with a chocolate tablet or a box of candies.Campaign containing a number of spots will be aired on federal TV-channels.