The task was a b2c2b sales - i.e. it was necessary to show the product to the final consumer so that when he come to his favorite coffee shop, he said that he wanted croissants of this brand.
We developed a visual, tone of voice and a rubricator, which combined not just "sell" products, they sell the lifestyle of free creative people from Moscow.
Thanks to this way the Instagram account became the most effective first step of the selling funnel at the price of a lead.
The account has often been included in the ratings of commercial accounts of best Russian advertising agencies.