The Odnoklassniki social network (Mail.ru Group holding) has turned 10. To celebrate the anniversary we have launched a major cross-media advertising campaign.


In their new birthday campaign Odnoklassniki wanted to show that for 10 years they have constantly been connected to their users and involved in their lives.


We chose a switch as the main campaign image — it is connected to the slogan and associated with a holiday (switch it on and it’s celebration time).


Showing the social network’s involvement into the lives of its multi-million audience and giving them holiday spirit. That’s what we aimed for in the clip with a 10-year-old boy as the main character. A lot has happened in his life throughout the years, but there’s much more to come. The clip was made in sitcom style to get the users involved in the holiday spirit.

Apart from ATL the campaign includes visual style elements, souvenir merchandise etc. Odnoklassniki plans to use our materials throughout 2016 in communications, event decoration and the social network design.


Hungry Boys
  • Copywriter Aleksander Shtefanets
  • Account Manager Artur Pechorin
  • Account Director Agunda Baeva
  • Designer Anton Vodogreev
  • Art Director Sergey Andronov
  • Creative Producer Ekaterina Sregeeva
  • Art Director (marketing) Dmitryi Zilpert
  • Marketing and Business Development Director Arsen Israpilov
  • Digital Communications Manager Anastasiya Tikhomirova