yandex pro
The campaign was created in collaboration with Magic Camp
Yandex Pro, a taxi ordering and search platform, is initiating a broad-based campaign designed to positively transform the perception of the driver profession. Yandex Pro, a platform for ordering taxis and searching for rides, is launching a comprehensive campaign aimed at changing the public perception of the driver profession for the better.
Our image video tells the captivating story of a taxi driver's journey in his profession—a narrative that strikes a chord with us, echoing experiences we've had as passengers. To add an element of intrigue, we've employed intricate visual techniques. Drawing inspiration from the masterful direction of Alfonso Cuarón in "Children of Men," we've boldly enhanced our video with stunning invisible graphics.
Our product videos offer a glimpse into the everyday life of a driver, emphasising the key benefits of partnering with Yandex Pro: a steady income and a flexible schedule
We're tackling biases against taxi drivers head-on, taking a straightforward, human-centric approach. In our campaign, drivers aren't just seen as order fulfillers; they're portrayed as individuals with their own dreams and aspirations. They're not just characters in a story; they're real people—these are the stars of the Yandex Pro advertising campaign. What do people want most? Ultimately, it's respect (especially for themselves), income, and freedom.
*A taxi driver earns up to 196 000 rubles per month
In our out-of-home (OOH) advertisements, we present taxi drivers as confident, independent individuals who enjoy the freedom to manage
their time as they please.
English version
Making of
*On average, a taxi driver rests whenever he wants