KAMA Trading House, the official distributor of KAMA TYRES Complex, and the Genius Group won the 2025 MediaKult Award for Best Creative Concept of an Advertising Project for their project, "Viatti's Gastronomic Guide — 'Yest kuda' (Where to eat)."
The project got high praise for its integration of automotive themes with gastro routes across Russia, which allowed for a new understanding of the Viatti brand philosophy—inspiring movement and new experiences.
"Viatti is a brand for those who love driving and value reliability. The Gastronomic Guide is part of this philosophy, combining the quality of our tyres with the opportunity to expand the geography of travel and discover new destinations, tastes, and traditions. Winning this nomination confirms the relevance of this format," noted Timur Sharipov, CEO of KAMA Trading House.
The "Gastronomic Guide from Viatti" project is a communications concept integrating the tyre brand into travel itineraries across Russia. The concept centers on a series of recommendations for places with local cuisine and interesting gastronomic spots located along popular auto routes. This format allows for a new way to highlight Viatti's brand values associated with the road, discovering new routes, and supporting a culture of travel.
The MediaCult Award annually brings together the best projects and teams in advertising, marketing, and media communications to recognize their contribution, support innovative approaches, and highlight the importance of creativity in market development.
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