St Luke's Appeals to Russian Entrepreneurs for Knopka

St Luke’s have turned to their in-house production company to create 2 30 second films to promote Knopka, a unique business service for Russian entrepreneurs. The service is the first in the world to combine financial services, accountancy, legal support and administrative support in a single online offering.

The creative concept was developed in collaboration with Michael Wolff and NB Studio.

Each spot features a ‘spectral’ girl who arrives mysteriously and talks to individual entrepreneurs. In one spot she suddenly appears in an office late at night and says, “you work too hard, you must have a horrible boss.”  The entrepreneur replies, “I am the boss”, before the girl disappears again.  The spots are designed to demonstrate Knopka’s understanding of the entrepreneur’s unique mindset

Shot in Moscow, using Ballpark facilities company, the films were directed by St Luke’s in-house director, Simon Allen. Allen and St Luke’s had previously produced campaigns for clients such as Majestic, Strongbow and Mooncup.

Neil Henderson, St Luke’s CEO said:“Knopka is a highly innovative concept.  We are delighted to be helping them set the agenda in online business services and get to market. As a start-up Knopka needed to use a very targeted, cost effective approach.  Our in-house production team means we can provide high quality content, which is true to the brand at a price that suits the channel.”

Dima Afonin, Marketing Director for Knopka said: “Knopka is changing the way entrepreneurs do business in Moscow.  We wanted a campaign that was as fresh and different as Knopka itself and we believe St Luke’s have delivered this for us. Working with St Luke’s and Michael Wolff has shown us a new level of professionalism in communications and has absolutely justified our search for creative talent beyond our region.”

The films will run online - targeted at Moscow based entrepreneurs - from July and will be distributed by Unruly Media.