MATTHEW CHUDNOVSKI

FULL-STACK MARKETING & CREATIVE DIRECTOR

SBERBANK
NEIGHBORHOODS


Retailers in Russian cities often struggle with poor location choices and mismatched infrastructure.

Sberbank analyzed data from 80M customers and 1.2M businesses to identify what local communities truly needed. AI models and resident feedback shaped personalized recommendations for small businesses.

Empty storefronts and geo-targeted banners displayed tailored messages, turning vacant spaces into interactive communication channels. Automated design produced thousands of vibrant square layouts, engaging residents in everyday city life.

The campaign fostered dialogue between communities, small businesses, and the bank—transforming empty city spaces into opportunities. Creating the strategy and concept for an ad campaign for the biggest bank in Russia by Good Agency

2017 Cannes Lion Gold Creative Data
2018 D&AD Graphite & WoodPencils
2018 The One Show Gold
2018 Red Dot: Best of the Best


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360 CAMPAIGN FRANK&CO

CMO STAYA.DOG DTC BRAND  

INTEGRATED CAMPAIGN SDE SHANGHAI

BRAND STRATEGY YANDEX MARKET

CREATIVE DIRECTOR ◇ ALROSA  

MARK ZUCKERBERG PRANKS  


CREATIVE STRATEGY SBERBANK NEIGHBORHOODS  

SENIOR STRATEGIST   BBDO DDB