In the world where everything changes every second and people struggle to find common ground, we have discovered something that unites us all. Research conducted by our client, the crab stick brand VICI, revealed that 89% of people love crabs.

We embraced this insight and created a campaign that proves – no matter what you love, you love crabs.

We brought these bite-sized slices of deadpan humor to life with SKBD.SH and David Popescu. I worked on this project as a Copywriter at “Voskhod For Peace” agency with my partner Anton Rozhin.