The making of Yandex outdoor advertising in Russian regions

Studying the task and starting to collect ideas for Yandex Search advertising. Deciding to use the fact that while Yandex provides search results, the users feel that they have found what they needed all by themselves. Putting the emphasis on the letter Я which is not only the first letter in Yandex, but also means I in Russian. Now it’s obvious who really does the search.

Playing with words, trying to use a tag line.

Showing that the search engine works with very short queries that are not always obvious.

To make it clear, we refer to the local vernacular, adjusting it to our case.

A new designer joins in. He recalls proverbs about search and clarity of thoughts.

Showing that Yandex gives the right answers even before the question is asked. Using search suggestions.

Generating ideas for Yandex Maps. Recalling famous quotes and song lyrics. Showing that Yandex is always a step ahead and knows what the next question will be.

Looking for additional meanings in words.

Creating a road sign that shows the correct direction according to the search query.

Starting to work on other services. Recalling popular songs.

Playing with rhymes and associations.

In the ad for Yandex.Traffic we decide to show that the service clears the road for any driver.

For those who use Yandex.Traffic, the road is always free.

Thinking of a slogan for Yandex.Playbills.

Developing the idea “Yandex is Я.”

Demonstrating that Yandex speaks to the users concisely, politely and to the point by leaving only the essence.

Yandex knows what the user really needs. Even when the question is asked indirectly.

Developing this idea further.

Checking out how the designs will look on real objects.

The client chooses the first and the last concepts. Starting to work on them concurrently. As a result, the series “Я has found” transforms into “This is also Я.”

The idea with extended tips is dropped. So much text is difficult to read and comprehend while driving past the billboard. Half an hour before presentation to the client an idea with dialogs is born.

The client chooses the dialogs concept. Working in this direction.

Making answers less straightforward, inviting the viewer to make one more logical step.

No, that’s too complicated. Returning to the simpler option. The client likes the concept, but asks to restructure the dialogs so that Yandex would not only claim it knows everything, but that it is instantly ready to help. Brainstorming and choosing the best ideas.

Adjusting the dialogs promoting the search so that other Yandex services also contribute to the answer.

Trying various answers.

Preparing layouts of different sizes and estimating how they will look in real life.

Printing.