Along with the brief we got several packages of Tic Tac from the client which was very nice from them. The product enthralled us so much that on the hundredth flick of the lid it hit us: people live in the paradigm of endless routine days and Tic Tac could become that very switch. A switch that would cheer you up a bit and show the world from a slightly different angle.
The first area we suggested to refresh was music. Big Baby Tape — Trap Luv hadn't even come out yet, but we already knew it was a cool thing. It's cool when artists don't do classic covers, but re-sing them in their own unique style by refreshing the song without being afraid to change the lyrics and arrangement.
At the time the Russian market was already saturated with Yandex.Music projects, so the choice was obvious — we had to go with Spotify. A streaming platform that was about to launch in Russia (at that time) and refresh the market with its features and algorithms. It was a perfect match for us and we're glad to be first in our category.
Playlist
Special project on Afisha website
Headliners MONATIK and Laima Vaikule shot a music video for their mashup track
The rest of the artists told us how they created their covers
🥇&🥉Silver Mercury |🥉Effie Russia & shortlist |🥉Red Apple
Client: Tic Tac
Agency: Rabbit & Carrot
Creative director: Vladimir Chernyshev
Senior account manager: Lidia Emelianova
Senior strategist: Roman Vlasenko
Senior creative: Konstantin Misyutin
Art-director: Pavel Lozovsky
Junior designer: Svetlana Levina
Project manager: Ksenia Pivovarova
Agency: Rabbit & Carrot
Creative director: Vladimir Chernyshev
Senior account manager: Lidia Emelianova
Senior strategist: Roman Vlasenko
Senior creative: Konstantin Misyutin
Art-director: Pavel Lozovsky
Junior designer: Svetlana Levina
Project manager: Ksenia Pivovarova
