The Most Joyful Piece of Easter

Creative idea

Silpo turned the most loved part of Ukraine’s traditional Easter bread — the frosted top of paska — into a standalone product: The Most Joyful Piece of Easter. A playful twist on tradition that tapped into shared nostalgia, went viral, and gave people a reason to smile.

Brand name: Silpo
Advertiser / client: LLC 'SILPO-FOOD'
Product / service: Retail
Campaign name: The Most Joyful Piece of Easter
Agency network: INDEPENDENT AGENCY
Agency: Banda agency, Kyiv
Web address: https://silpo.ua/
Creative director: Artem Karelin, Maksym Boritko, Egor Petriv
Art director: Oleksii Prylipka
Copywriter: Alesia Bondar
Designer: Solomiia Maryniuk
Account director (agency): Yevheniia Dvoretska, Anna Sukhomlinova (PM)
Strategic planner / strategist: Olena Starko, Alyona Koltunova
Additional company: New Business Director (agency): Marusia Kuniets, CMO (client): Kateryna Ohuriaieva, Head of Brand Communications (client): Yuliia Zabrovska, Project manager (client): Marharyta Khomenko