Dolmio - Italian in 20 sec - Fillecini

Fully online campaign for Dolmio Russia meant to relaunch the Mars-owned sauces on the Russian market.
The campaign is aimed at "cooking virgins" - young professionals who are flat-sharing or moved to their first home and just started cooking.
The concept is copy-born: we took the most famous Russian dishes and literally turned them into Italian ones with the help of Dolmio sauces.

Fillecini = File (Russian for "chicken breast") + Maccheroncini. In English, that could be Macandchickenini.
We also had the equivalent of Meatballtini, Fishandchipsoletta, Stewvioli, Friedchickenatta and so on.

The website is in Russian but the images speak for themselves.
Not one pixel on that website belonged to an image bank, all images were shot and art directed by the Proximity and Dolmio team, with the help of a talented production crew, including a locally famous food photographer/stylist and an up-and-coming director and DOP duo.

On the website, we inserted links to two major e-commerce sites, from which the entire list of ingredients for each recipe could be bought in two clicks.