Instagram series for Soviet perfume Red Moscow Дзюмина Мария
Task
Change the reputation of the brand "Red Moscow" as a perfume for old ladies. Find a new audience for perfume on Instagram. To increase awareness of Freud Agency among potential clients and other agencies. To declare itself as a content production, which can implement a creative project of any complexity.
Ideas and solutions
We have created a new identity of "Red Moscow" perfume through the synthesis of retro style, glamorous photography and postmodern literature. During the project we found our tone of voice - ironic stylization of the Soviet media. Their style became the basis for the project's copywriting. We wrote texts on the principles of fiction and at the same time on the canons of advertising. The project was the subject of extensive discussion in social networks, specialized publications, forums and media. According to the results of 1 season Freud team gave an interview to the popular newspaper Metro. We have received more than 10 mentions in the federal and regional media. In April, we announced the final of the project, but subscribers asked us to continue it. In June, the project was extended for season 2 and became an smm-series.
