New generation’s taxi
Creative idea
In Serbia, ordering a taxi still means calling a dispatcher. For young people, it feels outdated. Although Yandex Go had been around for years, its benefits — app, geolocation, card payments — largely went unnoticed. To connect with youth, we set out to end outdated taxis — using local insights and situations that felt real. Instead of a celebrity, we chose Miloš — a true local and bartender from Belgrade. In OLVs, he navigates familiar struggles with Yandex Go — so relatable, people started recreating the videos on TikTok. In OOH, he became the face of change. And in BTL, we showed old-school taxis — and said goodbye for good.
Brand name: Yandex Go
Advertiser / client: Yandex Go
Product / service: Taxi service
Campaign name: New generation’s taxi
Agency network: INDEPENDENT AGENCY
Agency: Magic Camp, Beograd
Production company: Abroad Production
Agency chief executive officer: Mitya Meshcheryakov
Chief creative officer: Vasilii Podtynnikov
Art director: Kirill Kirillov
Strategic planner / strategist: Alina Zaripova
Senior planner: Nadezhda Tsaryova
Photographer: Yulia Tatarchenko
Additional company: Anya Kanikovskaya, Senior Creative Producer, Magic Camp
Evgeny Aksyutin, Head of Marketing, Yandex Go
Arina Pavlinskaya, Head of Consumer Marketing, Yandex Go
Elina Chernyshova, Head of Marketing Group, Yandex Go
Ksenia Smyshnova, Senior Marketing Manager, Yandex Go
Darya Bashkova, Marketing Manager, Yandex Go
Yulia Nesteruk, Head of Local Marketing, Yandex Go