Promin is a Ukrainian brand with over 20 stores, offering everyday clothing made from natural fabrics. Despite its wide presence, the brand had never run a major advertising campaign to clearly communicate its value.
We started by refining Promin’s positioning and partnered with Kantar to run qualitative research. Focus groups revealed that people deeply value the softness and comfort of natural materials — especially women, who often buy Promin not just for themselves, but for their families.
That insight led to a powerful idea: Promin delivers hugs through clothing.
Our campaign brought this to life with visuals shot in lush, natural settings — models gently embraced by greenery, reflecting the calm, care, and connection that Promin offers through its fabrics.