/ ART DIRECTORTONIVOO
<< Go BackCHER'17 Show-Off campaign

Show-Off

2026360° Campaign

The CHER’17 campaign launched in May 2026, hitting one million views in just 24 hours.

“Vyskochka” /вискочка/ is a traditionally negative term for a show-off – literally, someone who “jumps out.” We turned that meaning into the campaign’s core visual metaphor: a trampoline.

We encourage women to “jump out” and celebrate their achievements.

  • Agency: Drama Queen
  • Production: Family Production
  • Director: Daria Drozhdenko
  • My role: Junior Creative Copywriter

Teasers:

4 achievement-focused teasers for the campaign.

Their message resonated strongly enough to become a successful mini-campaign of their own.

CHER'17 Show-Off campaign portrait of a woman holding a small dog on a trampoline
CHER'17 Show-Off campaign portrait of a woman in a blue dress jumping on a trampoline
CHER'17 Show-Off campaign portrait of a woman in a white suit jumping on a trampoline
CHER'17 Show-Off campaign portrait of a woman in a polka-dot dress jumping on a trampoline