Convenient ordering of a ride for a quick departure
Description
Life in Serbia flows at its own slow pace.
There’s even a word for it: polako.
But young Serbs move to a different beat and often struggle with just how slow everything is. The good news is that Yandex Go has offered a convenient taxi service for a few years now. The bad news, the younger generation hasn’t even noticed. That’s why we decided to dig deeper into local insights to connect with the new generation.
We brought in Miloš, a young bartender known in Belgrade’s party crowd. And we asked him to become the face of our campaign.
We’ve found some insights watching the locals. The ones who still pay cash at the market, aren’t shy about showing affection in public, and party so hard they lose track of where the night ends. We turned these into stories and showed them to Miloš.
His reaction? “That’s literally me yesterday.” Next, we showed that with Yandex Go, it’s no longer a problem.
And then, we made Miloš the symbol of the new generation, all across the city.
This professional campaign titled 'New generation's taxi' was published in Serbia in June, 2025. It was created for the brand: Yandex Go, by ad agency: Magic Camp. This 360°, Film, and OOH Outdoor media campaign is related to the Transport industry and contains 9 media assets. It was submitted 28 days ago by Yandex’s in-house creative studio: Magic Camp of Magic Camp.
Credits
Agency: Magic Camp
Creative Director: Vasily Podtynnikov
Art Director: Kirill Kirillov
Senior Creative Producer: Anya Kanikovskaya
Strategist: Alina Zaripova
Client: Yandex Go
Head of Marketing Division: Evgeny Aksyutin
Head of Consumer Marketing: Arina Pavlinskaya
Head of Taxi Marketing Group: Elina Chernysheva
Senior Marketing Manager: Ksenia Smyshnova
Marketing Manager: Daria Bashkova
Head of Media Planning: Nadezhda Tsaryova
Production Company: Abroad Production
