ABR+

Task

In 2023, ABR restaurant chain united all its businesses into one mobile app abr+. Delivery orders, paying bills in restaurants, collecting bonuses, booking tables, tipping, and more — the app became a true breakthrough for the restaurant industry in Central Asia. The challenge was to tell people about it.

Context

Traditionally, restaurant chains rarely produce large-scale commercials. Most communication focuses on food or atmosphere. But in this case, it was not enough.

We needed to show that ABR was stepping into a new era: where every interaction between guest and restaurant happens through a single app — creating the most convenient and seamless customer experience.

Idea

We built the creative idea on the insight of a “seamless customer experience.”
Instead of presenting the app’s features one by one, the idea was to visualize the frictionless flow of everyday life, reflecting how abr+ integrates naturally into different guest scenarios.
The campaign aimed not only to explain functionality but also to signal ABR’s transformation into a brand that sets new digital standards in the region.

Execution

To make the video more interesting for the viewer, we created a «visual attraction»:

- A continuous “flying” camera movement with seamless transitions, symbolizing the app’s smooth navigation.

- Integration of 3D animation and dynamic editing, ensuring clarity while maintaining engagement.

- A dark visual key, unusual for regional restaurant advertising, highlighting ABR’s progressive positioning. A client agreed to use this style, rarely applied in Central Asia, making the video stand out in the restaurant category.

- To achieve this, we built custom locations (except restaurant interiors).

Result 

This video shows ABR not only as a restaurant chain but as a digital innovator in Central Asia. 

- Customer engagement: the app’s multifunctionality was clearly demonstrated, making everyday use intuitive and desirable. 

- Industry impact: the campaign attracted attention from corporate clients and partners, some of whom expressed interest in joining the ecosystem or replicating the model within their own businesses.  

- The film itself became a digital flagship: it was featured on the opening screen of the abr+ mobile app, gathering over one million views. To this day, it remains the pinned welcome video on the Instagram*(*запрещенная в России соцсеть; принадлежит Meta, которая признана экстремистской и террористической организацией в России) accounts of both the company and its owner, continuously reinforcing ABR’s role as a pioneer in shaping the future of restaurant experience.