MITKA "Paints Mightily!"

Strategist: Oleksandr Solonko Producer: Artur Redzynets CD: Hlib Petrov Copywriters: Roman Pyskun, Anton Solonko Designer: Olesia Bahrii Production: NO STARS Director: Sergii Shevtsov 1st AD: Julia Pavliuk DOP: Dmytro Nedria Executive Producer: Daria Volgina Producer: Pavel Diachenko Producer assistant: Evelina Bialaja Art Director: Zhenya Popavichenko Editor: Victor Lisin Sound Director on set: Serhiy Verdes Sound Design: Aleksandr Pustarnakov

BACKGROUND MITKA is an inexpensive and efficient paint in spray cans that offers numerous useful properties. CHALLENGE The challenge was to introduce a new brand to a highly saturated market with demanding customers who hold practical yet conservative views. SOLUTION We came up with a character who could earn people's trust by personally testing the properties of MITKA paint. Meet Hennadii "The Screw" — the host of the Do-It-Yourself show "Mighty Handyman". RESULTS The campaign results indicate impressive success: over a period of 4 months Brand Awareness increased by +14.85%.