Forsman & Bodenfors Looks to the Skies with Magical New Spot for Klinsky

Brand Klinsky in cooperation with Swedish creative agency Forsman & Bodenfors and strategic agency Resonate Strategies has released an epic star-struck video, aiming to encourage enjoyment of its audience, Moscow women. 

Klinsky, a challenger brand in its category, has previously gained a lot of attention for their bold commercials airing in the domestic Moscow region. However, this time they’ve chosen a new, even more challenging path that simply breaks advertising stereotypes. The campaign is the first chapter in the brand’s new concept ”Living your taste”. 

“We’re happy to be working with a progressive and bold company like Klinsky. We wanted to create something new and unique that differs from the dominant communication conventions of the meat industry. It takes courage to embark on a journey like that," says Greger Andersson, client director for Klinsky at Forsman & Bodenfors.

In the film we see a couple strolling on a tropical beach under a starry night sky. The magic begins when our heroine notices two badminton rackets and curiously decides to try them. She starts playing with her partner when she accidentally hits a star. The film ends with a magic fireworks display of stars in the sky, initiated by simple curiosity of a heroine, encouraging the audience to taste life.

”With this campaign Klinsky is addressing the very true character of Moscow women. Even though life sometimes can be rough, they never let their taste for life faint. There are so many simple, beautiful things in the world, we just want to support women to be eager to see it and taste it,” says Natalya Yafizova, Marketing Director, Meat gastronomy at Prodo Group.

“We admire the power of Moscow women who are masterly juggling their family duties, kids interests, careers, friends, sports, beauty care etc. Klinsky doesn’t want to put an additional pressure on them. There are many other brands for that. Instead, for years Klinsky keeps talking to the playful side of its audience. The goal of new campaign is to support their appetite for life by celebrating their vitality,” says Larisa Plotnikova, Head of Strategy and Founder of Resonate Strategies. 

The whole brand communication mix will be centred on “Living your taste” concept, including TV advertising, in-store communications, digital presence and product initiatives.