Yandex Market. Dacha Makes Us Closer
A 30-second film for Yandex.Market’s Dacha category, built around the line Dacha makes us closer and designed to split into three standalone vignettes, one per product category.
Yandex.Market is the e-commerce marketplace of Yandex, one of the largest online shopping platforms in Russia.
Yandex.Market needed a 30-second film to build awareness of its Dacha category. A dacha is a Russian country cottage, mostly used in summer, where city people escape urban life, grow their own food and return to a simpler way of living, and it remains one of the most cherished traditions in Russian culture. The film was aimed at people aged 14 to 65 in Russia’s big cities who were getting ready for their summer at the dacha. It had to work on both TV and social media and stay under a $60,000 production budget. It also had to be built so it could be cut into three independent vignettes for three different product categories.
Life in a megapolis like Moscow or Saint Petersburg leaves little time for the people we love, because work, traffic jams and daily routine keep us busy and slowly put distance between us and the people who matter most.
The dacha is where that distance disappears, and Yandex.Market’s dacha products are what bring people together there, whether they’re painting the fence, firing up a barbecue for friends and neighbours, gathering around the pool on a hot summer day or sitting down at a big table for afternoon tea. The line Dacha makes us closer works as a constructor that adapts to whichever category the brand wants to highlight: Dacha makes us closer with our family, Dacha makes us closer in the swimming pool or Dacha makes us closer around the table. Each version became its own vignette, which made the film easy to cut down for different products.
