Cheburashka 2 X Sber: "New Year Game" - New Year 3D Catcher

Objective

Sber, as the general partner of the Cheburashka 2 film (released January 1, 2026), aimed to drive family engagement around the film's premiere in Russia and promote a limited-edition children's payment card series with the film's character design. The campaign targeted families with children aged 6–13, tying the film's cultural moment to a new banking product launch.

Solution

Funtech developed a 3D catch-and-dodge web game with a winter theme where players guide SberCat collecting oranges, candies, carrots, and bonuses while avoiding snowballs, icicles, and ice chunks. The game launched from a promo site with a single-screen instruction and a "Play" button for a fast start, with touch and keyboard controls on mobile and desktop. It featured seven power-up boosters to accelerate progress, escalating difficulty, a score display alongside the session's high score, and a results screen with a clear call-to-action directing players toward Sber's new children's card offering.

Results

Sber released a limited-edition children's SberCard series featuring Cheburashka artwork, available for clients aged 6–13, with two new designs — Cheburashka with oranges on a green background, and Cheburashka in the jungle — orderable through the SberBank Online app. The previous Cheburashka-themed card series, tied to the first film, resulted in over 700,000 cards issued to young clients, with demand strong enough that Sber ran additional print runs; that design was most popular among 7-year-olds.