Got a cat? Learned a new recipe? Watched 10,000 videos? That already counts as a win. I came up with “I’m the best!” after noticing how easily we overlook our everyday achievements. For this New Year project, Yandex Browser became the voice celebrating them. I developed the idea with the team into a digital experience and campaign films, encouraging people to see their year from a kinder perspective.
I’M THE BEST
DIGITAL
YANDEX BROWSER
2024
Case study
As part of the project, we conducted a video experiment with practicing psychologist Yaroslava Ryndina. In the experiment, she helped participants reflect on their everyday achievements and recognize how even small steps can make a big difference. This gave the campaign a deeper emotional layer, showing that support and acknowledgment are essential for self-confidence.
Audiences loved the seal character from the commercial so much that we've decided to meet their demand and release a real plush toy version of the seal from the ad for sale.