hh.ru: a creative brand promotion concept

Our objective was to design communications that would be familiar and understandable for entrepreneurs, telling them how hh.ru would help them find new hires.

We offered five creative concepts initially and kept working with one of those. We had to set up the narrative that would find the liveliest response in business owners. On top of that, we had to emphasize hh.ru's key advantage: a system of algorithms that help company owners find employees who are best suited for them. That's how we developed the “Phrasebook” concept that combined simple conversational sentences with hh.ru's advantages.

We know that the manner of communication and speech patterns change depending on the region. Following those norms brings us closer together, which means that we should use more local phrases in brand communications and be more down-to-earth. For our final creative concept, we developed a set of copylines based on simple, sometime colloquial phrases used by entrepreneurs in their daily speech. That was what our ad videos and banners were built around.

We wanted to preserve those same effects in static images, but make them convey the dynamics, and we were able to achieve that using props and blur effects. 

The Duck Soup agency shot the videos following our scripts, with well-known film producer Vladimir Besedin directing. We reviewed the camera report and the accompanying cinematics together with the client and the production team, ran casting for actors, finalized the three main characters and took part in professional shoots along with a huge team.