METRO Ukraine had long offered tools and discounts for wholesale shopping — but many everyday customers still saw it as confusing or “not for them.” To fix that, we introduced Optocultura: a fictional but functional culture built on clear, repeated rules of how wholesale works. It’s not just a set of promotions — it’s a mindset. And to make it stick, we used the logic of memes: exaggeration, absurdity, and repetition. The campaign is styled like a vintage sitcom lesson in a foreign language — complete with overdubbed voice, subtitles, and forced smiles. Our guide, TV chef Oleksii Yakutov, walks viewers through the rituals of Optocultura: stacking, comparing, combining, and — most importantly — saving. Each scene translates complex pricing mechanics into human behavior. Whether it’s buying for your restaurant or your home, Optocultura shows that wholesale can be smart, simple, and even fun. The campaign gave METRO a new brand voice: weird, memorable, and surprisingly helpful.