The making of the Yandex.Translate advertising campaign

We start by exploring the subject field. Looking at current achievements in advertising of language courses, translation software, foreign language schools, etc.

Getting designers and copywriters together and starting to generate ideas.

Cherry picking the best ideas and presenting to the client.

The client really likes the bogatyr idea. Starting to bring it to life.

Artistic director: Unconvincing.

Choosing the alternative about spending products (in Russian переводить means both “to translate” and “to spend”) from the first presentation and developing it. Since the advertising campaign is primarily targeted at younger audiences, we use fun illustrations to make the prints.

The client likes the idea, but notices that illustrations do not go well with the established image of the company and asks to replace them with photographs.

Coming up with a concept of a promo website, banners and a video commercial.

Approving the final images for the poster ads.

The client asks to use the Textbook typeface, dim the background and make the logo larger.

Choosing the actors, calling the make-up artist, holding a photo shoot and retouching the photographs.

The client asks to abandon the colored backgrounds altogether, add the corporate white margin to all posters and enlarge the logo. Also to add footnotes to the dialogues and provide translation of all foreign words.

Drawing banners and teaser ads.

The evolution of the poster ad.

The concept of a video commercial which will be broadcast in universities takes into account possible technical limitations such as broadcasting without sound or with low image quality.