In 2018 Takeda celebrated its 25th anniversary in Russia under the slogan “25 years of patient care”.  Takeda decided to strengthen partnership with Starost v radost (“The joy of old age”) fund and to launch flash mob #DARIDUSHEVNOETEPLO asking participants to post a photo of a soulful handshake and add the campaign’s hashtag. The funds for hiring special personnel – people responsible for cultural entertainment – were sent for each post on social media.


To launch the flash mob we involved the bloggers, they posted photos with the hashtag on their social media asking to participate in the campaign.

Our task was to create an emotional video emphasizing the need to find the money for additional personnel. The main message of the video lay in the fact that anyone can share soul warmth which people who live in retirement homes miss so much by just participating in the flash mob.