Avito’s Online New Year “Under the Food Show”

Late Night Show.

“Under the Food Show” was a true journey through time and space, blending 1970s nostalgia with a modern context. Avito employees transformed into iconic 70s characters and appeared as stars of vintage talk shows, seemingly going live to engage with both participants and the audience.

The Late Night Show format was chosen for a reason — it created a dynamic, engaging atmosphere where each viewer felt like part of a big, vibrant, and one-of-a-kind show. Every element of the project — from the set design to the video clips — was crafted to extend this central idea.

Focus Shifts. The Effect Lands.

One of the key highlights was a series of video clips starring Avito employees. Directed by Maksim Kalinichenko, eight mini-masterpieces were filmed, each blending vintage Avito items with modern style and aesthetics.

The locations — including both Moscow and St. Petersburg — served as ideal backdrops for stories merging past and present, showcasing the wide variety of items available on the platform. The clips were light and humorous, fostering a feeling of natural and engaging interaction.

Your Exclusive Mix.

The show ended with a high-energy performance by Alexey Romeo, setting the tone for dance and celebration. One of Russia’s top DJs, Alexey electrified the nation with his energy and positivity.

A special highlight of the finale was a concert by a cover band, which gave the show a dazzling close. Their live renditions of popular hits added vibrancy and created a truly festive mood. The music, paired with choreographed dance numbers, brought the show to a powerful close and left a lasting impression on every viewer.

Just as Promised. Magic.

The show’s finale marked a milestone for the entire iMARUSSIA team, showcasing exceptional creativity and professionalism in executing this large-scale project. We didn’t just put on a show — we built an immersive atmosphere where every viewer felt part of the experience. Feedback from participants highlights how naturally the show combined entertainment with interactivity:

“Felt like watching a talk show on TV where I could actually join in — so cool”. “The looks were absolute fire”. “Awesome format. Loved the clips and the whole show”.

This project marked a milestone in our partnership with Avito and proved that iMARUSSIA is the agency for the most ambitious and unconventional challenges. We showed that we can deliver more than just entertainment — we create experiences that forge deep, lasting connections between brand and audience.