Yandex.Uslugi versus frustration Иван Дергачев
Task
Yandex.Uslugi (Yandex.Services) is a service for solving everyday problems, which helps to find any specialist: from a plumber and an electrician to a hairdresser or a dog walker. The company is changing standards of modern urban life by digitalizing the service sector. This campaign relaunches the brand to not only expand knowledge about it, but also to become the new standard in the category
Ideas and solutions
There are some people who are pretty good at making keynote presentations and case boards, but suck at fixing leaking faucets and broken washing machines. They are used to solving everything with the help of internet, but domestic "disasters" can knock them off their stride and make them feel desperate and even lonely. Using this insight we came to the role of the brand: to never leave people alone with any everyday problem. Our campaign hyperbolises and transforms trivial things into surreal images — to emphasize the feeling of loneliness and helplessness that the heroes experience when facing a furious washing machine or an endlessly dripping tap. Luckily, Yandex.Uslugi come on the scene and fix everything
