21vek Birthday Cake — Advertising Food Photography

18 years is a serious milestone. So when 21vek.by — Belarus’s largest online hypermarket — needed a birthday campaign, a regular cake knife wasn’t going to cut it. Literally.

21vek sells power tools. So we cut the cake with a chainsaw.

The creative concept came from art director Vitaly Kharevich: take a traditional birthday symbol and slice through it with something from the store’s own catalog. The absurdity was the point — and the visual had to sell it instantly on a billboard at highway speed.

Food stylist Evgeny Makarevich built a cake substantial enough to survive the chainsaw treatment and still look appetizing. The composition was engineered for outdoor legibility: high contrast, bold framing, no detail that doesn’t earn its place.

Post-production by Dmitry Zyablitsev completed the key visuals for billboard, citylight, and transit formats.

This project is part of our advertising food photography work. See also: Mak.by Burger campaign, Danissimo OOH, Babushka Anya outdoor campaign.

Client 21vek.by
Art Director Vitaly Kharevich
Photography Rodion Kovenkin
Food Styling Evgeny Makarevich
Post Dmitry Zyablitsev