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 For young people, it feels outdated.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 To connect with youth, we set out to end outdated taxis — using local insights and situations that felt real.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