Datart
How a true electrical specialist became a symbol.
This top-tier update delivers enhanced canvas and layer panel functionality. We've revamped the Component symbol across the app to set it apart from Grids—no more guesswork. Plus, we've sharpened Primary Breakpoints and Variants in the left panel, making it crystal clear whether you're tweaking the primary or just an instance. Breakpoints now display their ranges right in the layer panel. Dive into more updates below.
With electronics, you can reach the customer higher than base camp, or even to the ends of the earth. And that's not all. Giving a playful face to a brand everyone knows and feels they've 'read cover to cover' was a perfect challenge. For DATART, we crafted an entirely new, distinctive world while maintaining the positive perception of DATART as an electronic specialist.
The core of the creativity is grounded in the DATART brand itself, a trustworthy electronics retailer with a wide network of stores and excellent services. In parallel, both the communication and execution concept developed side by side. On one side, what the advertisement says, and on the other, how it looks.
To quickly distinguish DATART from the competition, we created unique story-driven and visually distinct commercials that capture the viewer's attention and stand out from the advertising block. The concept utilizes semi-fictional advertising with simple tricks and a surrealistically stylized setting. It creates a rich image where the viewer always has something to discover. The main character is a charming 'guide' through the world of DATART, presenting the brand’s values and services in a fantastical cinematic mountain and space setting.
For visual inspiration, we turned to classic films like Baron Munchausen, and the entire work of Karel Zeman. The goal of the commercials was to enhance the brand's uniqueness and portray it visually in a way that clearly and entertainingly communicates the attributes that DATART has been built on for a long time. And also to show what sets it apart from others, primarily the range of customer services. And we succeeded. Several months after launching the new communication, DATART's sales were breaking records. Even Forbes reported on it. What made DATART Famously Effective: Creativity that stands out from category communication + product benefits as the backbone of communication + precise execution planning.
And this was just the beginning of our journey. In 2024, we won the gold Effie for long-term brand building of DATART.
