BILO.
PERFECT CHEESE FOR REAL LIFE

BILO. PERFECT CHEESE FOR REAL LIFE

Strategy, creative campaign

BACKGROUND

Bilo approached us with a request to promote their new bite-sized cottage cheese, packaged perfectly for a quick snack on the go. Sounds exciting! But how do we convince Ukrainians, who see cottage cheese as an ingredient, only to be topped with honey, jam or sour cream, and not as a snack in its own right? It was time to shake things up and suggest a very fresh strategy.

GOOD ON ITS OWN —NO EXTRAS NEEDED

We didn’t want to disrupt the whirlwind lives of our busy audience, who juggle a million tasks and manage to have a quick snack only while jumping from one thing to the next. We wanted to show how this healthy snack can seamlessly and tastily fuel their busy, active routine. Just as it is.

So, we placed our bets on the snack’s perfect taste. We made a bold strategic move showing that Bilo cottage cheese is delicious all on its own. This self-sufficient, healthy snack is ready to sneak into those little pockets of time in your busy schedule, giving you a tasty energy boost for your next big achievement.

CAMPAIGN

SO LET US INTRODUCE YOU TO THE PERFECT CHEESE FOR REAL LIFE

STEP ONE. DESIGN:

We created a new packaging design to capture the softness and fluffiness of cloudy cottage cheese lumps. We envisioned it inviting you to enjoy every bite straight from the package. The cloud was embodied in the packaging and became the central visual element of the campaign, featured in the video, banners, and in the tiniest details, like the product's price tags in supermarkets. It’s light, airy, and impossible to resist.

STEP TWO. VIDEO:

We decided to play with the idea of ‘perfect you in a perfect world’ — you know, the “you” that rises and shines at 5 a.m. with fabulous makeup on, belts out tunes like a soul diva, and eats healthy food that always tastes good. In the video, we show Bilo as a perfect cottage cheese that is nutritious and delicious all on its own.

In reality, life is a bit messier — no singing birds to help with chores, and you’re so busy that finding time to eat is a challenge. But you like your life and it’s quite sweet in its imperfections. And Bilo cottage cheese remains perfect, just like in your dream — good on its own. No extras needed.

We invited the fabulous entrepreneur Dasha Katsurina to star in our video, where she effortlessly transforms from a whimsical princess in a perfect world into her perfectly imperfect authentic self in real life, enjoying Bilo cottage cheese straight from the package while effortlessly juggling her duties.

Key Visual

We took on the challenge of reshaping Ukrainians' perception of cottage cheese, inspiring everyone with a bustling schedule to embrace it as a delicious healthy snack — good enough to enjoy on its own, no extras needed.

The campaign went all-in, sweeping across cities, supermarkets, and shopping centers all over Ukraine. Reaching 15 million in coverage, it showed that Bilo cottage cheese is perfect on its own for real life as it is.

We've strengthened the campaign with a key visual, featuring characters from the enchanted forest indulging in Roshen wafers. Even fairy-tale creatures can't resist the temptation.

TEAM

CREATED BY

Client — BILO
Marketing Director — Oksana Stets
Communications Manager — Alla
Shabelnyk
‍
Agency — Drama Queen
Creative Director — Anna Goncharova
Creative producer — Oleksandr Khmyrov
Strategist — Yulia Shyrianina
Senior Copywriter — Valeria Semenets
Junior Copywriter — Valeria Hrinchenko
Project manager — Viktoria Beneshchuk

Production Co — FAMILY Production
Director — Liza Ruda
DoP — Borya Borysov
Executive Producers — Anastasia
Bukovska & Alena Babenko
Producer — Max Usyk

Junior Producer — Anya Fedoruk
Production Manager — Viktor Pomin
1st Ad —Alina Krasnyanska
Production Designer — Masha
Chupaylenko
Wardrobe Designer — Andy Anikeyev
Make up Artist — Sasha Vetrova
Gaffer — Yaroslav Kutnyk
Playback — Liosha Gonyaylo
Focuspuller — Sergiy Sardudinov
1st AC — Maks Shcherbonos
Rental — Patriot Rental
Catering — Energy Catering
Post Production — Casper Studio
Edit & Color — Kostia Semerei
Sound Design & Music — Cavemen
Records
Key Visual Production —Looma
Packaging Design Co — Gram

Client — BILO
Marketing Director — Oksana Stets
Communications Manager — Alla Shabelnyk

Agency — Drama Queen
Creative Director — Anna Goncharova
Creative producer — Oleksandr Khmyrov
Strategist — Yulia Shyrianina
Senior Copywriter — Valeria Semenets
Junior Copywriter —Valeria Hrinchenko
Project manager— Viktoria Beneshchuk

Production Co — FAMILY Production
Director — Liza Ruda
DoP — Borya Borysov
Executive Producers — Anastasia
Bukovska & Alena Babenko
Producer — Max Usyk

Junior Producer — Anya Fedoruk
Production Manager — Viktor Pomin
1st Ad — Alina Krasnyanska
Production Designer — Masha Chupaylenko
Wardrobe Designer — Andy Anikeyev
Make up Artist — Sasha Vetrova
Gaffer — Yaroslav Kutnyk
Playback — Liosha Gonyaylo
Focuspuller — Sergiy Sardudinov
1st AC — Maks Shcherbonos
Rental — Patriot Rental
Catering — Energy Catering
Post Production — Casper Studio
Edit & Color — Kostia Semerei
Sound Design & Music — Cavemen Records
Key Visual Production —Looma
Packaging Design Co — Gram

BILO.PERFECT CHEESE FOR REAL LIFE