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Bēhance

"Dixy" Image Campaign

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  • Dixy is one of the biggest retail chain. The brand is based on the unique strategic platform developed by Saatchi Russia. It sounds as "Good neighbor is back". Dixy as a good neighbor is always located nearby. You don't need to take a car to get it so you could visit it everyday to buy some everyday meal of consistently high quality. 
     
    The aim of the new image campaign was to support the "good neighbor" strategy and to shift the focus from low-budget audience to a middle-weight one. 
     
    Now all the Dixy campaign has turned into series of the good neighbors met in their favorite store. 
  • Credits: 
    Creative director: Stuart Robinson
    Account director: Maxim Kouznichenkov
    Account executive: Julia Kalugina
    CW: Tanya Moseeva
    AD: Alexander Bazhenov
    Agency producer: Medea Arshba
     
    Production: Bazelevs
    Director: Michael Baumbruck
    Producer: Lera Baburina
    Post production producer: Yana Sverdlova
     
    Song: 
    Composer: Oleg Karpachev
    Singer: Yana Sverdlova
    Lyrics: Tanya Moseeva