Hasbro - Happy Losing
Role: Creative Director | Strategy/ Idea & Eco System Development / Creative Supervision / Production Supervision/ Client Management
Victory in defeat.
After a lifetime of letting kids win, the acting era is over.
"Happy Losing" is a campaign for Hasbro Gaming that celebrates the first time a parent loses — not because they’re being nice, but because they actually got beat.
A simple insight that resonated across borders, earning the project honors for both creativity and business effectiveness.
Credits:
Leadership and Creative Direction
Mikhail Kudashkin — CCO, Leo Burnett Moscow
Evgenii Shiniaev — Creative Director
Mikhail Tkachenko — Senior Art Director
Ilya Khruschev — Client Service Director
Oleg Gridasov — Agency Producer
Strategy
Kirill Yorish — Strategic Planning Director Aleksandr Popkov — Strategic Planning Manager
Film Service (Hero Film)
Felipe Gomez Aparicio — Director
Paco Femenia — D.O.P.
Ekaterina Getta — Producer
Ksenia Vostrikova — Post-Production Producer
Park Production (Product Films)
Ilya Aksyonov — Director
Yan Yafimsky — D.O.P.
Maria Yakushina — Producer