What do we dream of on hot days? Relaxing in nature, enjoying refreshing drinks, and, of course, indulging in ice cream. This treat is fondly remembered and loved by almost everyone since childhood. Children and adults, men and women, workers from any field—the audience of ice cream enthusiasts is diverse. Hence, the choice of advertising space for the campaign of the RUD company (PJSC "Zhytomyr Butter Plant") was not accidental. In the Kyiv metro, we launched full-scale advertising campaigns representing products from two brands of the RUD company:

• "Eskimos" - the campaign ran from 01/03 to 30/06, aimed at brand support.
• "Imperium" - the campaign ran from 01/05 to 30/06, focusing on entering the market and promoting new brand products.

To make a truly "big impression" on each consumer, or in marketing terms, to have a targeted impact on attention and memorability, ad layouts were placed in various passenger areas. The following mediums were utilized:

• Backlit displays: 12 units
• Metro lightboxes: 80 units
• Track walls: 22 units
• Escalator arches: 12 pairs
• Informational video stands: 15 units
• Door leaflets inside train cars: 715 units

Effectively, wherever a person looked in the metro, they could see attractively designed creatives from the RUD company. This placement proves to be an efficient strategy for promoting brands with seasonal products. The viewed ads:

• Enhance the desire for a person to cool down with a tasty portion of ice cream, especially when the weather is unbearably hot.
• Have an image-building character, allowing the product to stand out among similar offerings from other companies.

For metro advertising, stations such as Khreshchatyk, Maidan Nezalezhnosti, Vokzalna, Politekhnichnyi Instytut, Zoloti Vorota, Shuliavska, Palats Sportu, Vystavkovyi Tsentr, Livoberezhna, Darnytsia, Arsenalna, and Maidan Nezalezhnosti/Khreshchatyk were selected.