Advertising Campaign for PIK Residential Developments
PIK’s Christmas tree refuses to leave and stars in a sequel.
The Clients created "Yolka. The Sequel," a mini-series advertising campaign for Russian residential developer PIK. Responding to a brief to make a follow-up more compelling than the remembered original Christmas-tree film while explaining the benefits of PIK homes, the campaign follows a dried-out Christmas tree that stays with a family and unsuccessfully attempts household chores. Shot in a real PIK apartment, the deadpan episodes use the tree's comic mishaps to show features including high-ceilinged lobbies and step-free entrances, under the line "Homes you don't want to part with."
Insights
- PIK wanted a follow-up to its remembered Christmas-tree film that could also explain the qualities of its homes. The Clients expanded the character into a mini-series.
- The dried-out tree remains with the family and attempts domestic tasks, including cleaning and cooking. Its failures create recurring situations for the episodes.
- Features such as tall lobbies and step-free entrances enter the story through the tree’s actions. The series was filmed in a real PIK apartment with deadpan performances.
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