The perfect cheese for real life

This case was created for Bilo, the Ukrainian cottage cheese brand, to promote their bite-sized cottage cheese as a convenient snack. We began by developing a brand strategy to redefine cottage cheese as more than an ingredient. Then, we designed soft, fluffy-inspired packaging and created a campaign featuring a video and key visuals. The campaign launched across cities, supermarkets, and shopping centers in Ukraine, positioning Bilo as a modern, on-the-go snack choice.

We aimed to reshape Ukrainians’ perception of cottage cheese by highlighting its perfect taste and self-sufficiency. Bilo cottage cheese was positioned as a healthy, convenient snack for busy schedules, offering a tasty energy boost.

In the campaign, we play with the idea of a “perfect you in a perfect world”—the flawless person who rises early, sings like a diva, and eats healthy food that’s delicious on its own. Bilo cottage cheese is shown as perfect, no extras needed. Entrepreneur Dasha Katsurina stars in the video, transforming from a whimsical princess into her authentic self, enjoying Bilo straight from the package while managing her busy life.

Video text:

In a perfect world, you wake up with your hair already styled, humming a tune, and healthy food always tastes amazing.  

In reality, you might have no sense of pitch or melody, but even without them, you’re perfectly happy—just don’t forget to keep the Bilo cheese.  

Delicious on its own, just like in a perfect world.  

Bilo Cheese. Delicious on its own.