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Home / Focus / Russian nominees to Cannes Lions 2008

This subsection of Ad Archive combines best commercials from all over the world according to certain themes, focusing on different creative methods and techniques, on best reels of directors, studios, agencies and brands. The section supplements the collection of prints “ Mysterious coincidences ”. However, in the TV-spots case we are talking about “focus” in particular, making an attempt to categorize creative methods and strategies.

«« Striking anti-drug ads

Russian nominees to Cannes Lions 2008

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HomeCredit: Car fire

TV-Spots Home Credit Ogilvy&Mather Moscow

Stills from video click to enlarge

Released:	May 2008
Brand name:	Home Credit
Agency:	Ogilvy&Mather Moscow
Country:	Russia
Category:	Banking
Tags:	Cannes 2008 , Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (4.3 MB in .mpg)

Credits:

Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA
Copywriter: Ivor Jones
Art Director: Bartek Rams
Agency Producer: Dmitry Nikonorov
Account Supervisor: Joe Nutt
Advertiser's Supervisor: Igor Prerovsky
Production Company: TANTRUM PRODUCTIONS , London, UNITED KINGDOM
Director: Mikko Lehtinen
Editor: Ivor Jones
Date Of 1st Transmission: 20/04/2008
Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA

Synopsis
A car breaks down in the middle of nowhere. We think the car has run out of petrol because the owner takes a petrol canister from the boot of his car. However, when he eventually returns with the filled canister of petrol, instead of pouring it into the tank he pours it all over the car and sets it alight.

Tide: Сияющая белизна

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Released:	May 2008
Avertiser:	TIDE
Agency:	Leo Burnett Moscow
Country:	Russia
Category:	Household maintenance & pet products
Awards:	Kyiv Festival 2008 , Kyiv Festival 2008 Outdoor Gold , ADCR Awards 2008 , Golden Hammer 2008 Outdoor Gold , Golden Drum 2008 Outdoor Silver
Tags:	Award show winner , Russian nominees to Cannes Lions 2008 , Creative review , Creative outdoor , Ads placed on the floor, streets, asphalt, pavement, roadway, sidewalks , Михаил Кудашкин , Интервью , News , Онлайн интервью
Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Date Of 1st Implementation: 15/02/2008 Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Name Company Position Mikhail Kudashkin Leo Burnett Moscow Creative Director Alexandra Scherbovich Leo Burnett Moscow Art Director Irina Kulikova Leo Burnett Moscow Account Director Yaroslava Savel`eva Leo Burnett Moscow Account Superviser Polina Bogatyreva-Maguire and Viktor Lander Leo Burnett Moscow Copywriters Type of Media Date of 1st Implementation Media Placement Floor Sticker 15 February 2008 Ramstore Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. Dramatise whiteness, as Tide brand equity, in an authentic and memorable way. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. In many shopping malls there are circular lamps built into the floor; a totally useless thing, if you ask us. Who'd thought that it would take a mere sticker to turn it into catchy reminder of the cleaning powers of Tide for washing machines? Show how the media idea travelled across different touch points and successfully reached the target audience. Rejuvenated whiteness as Tide brand equity for our target audience in point of purchase areas, Tide was able to connect with its target audience to improve on its imagery attributes. Show how the execution maximised the value of the investment and generated business results Generated word of mouth + free PR; provoked 60% purchase intent, produced ample response for low budget.

RUSCLOTHING.COM: DEAD

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Released:	April 2008
Agency:	Ogilvy&Mather Moscow
Country:	Russia
Category:	Retail stores & rental companies
Awards:	Golden Hammer 2008 Print Gold
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner , Новости
Advertising Agency: OGILVY & MATHER, Moscow, RUSSIA Executive Creative Director: Ivor Jones Creative Director: Ivor Jones Copywriter: Ivor Jones Art Director: Julian Ennals Account Supervisor: Arkady Ivanchenko Typographer: Julian Ennals Photographer: Stock from client Type Of Ad: Magazine Date of First Appearance: 28/04/2008 Advertising Agency: OGILVY & MATHER, Moscow, RUSSIA

RUSCLOTHING.COM: SENSIBLE

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Released:	April 2008
Agency:	Ogilvy&Mather Moscow
Country:	Russia
Category:	Retail stores & rental companies
Awards:	Golden Hammer 2008 Print Gold
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner , Новости
Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA Executive Creative Director: Ivor Jones Creative Director: Ivor Jones Copywriter: Ivor Jones Art Director: Julian Ennals Account Supervisor: Arkady Ivanchenko Typographer: Julian Ennals Photographer: Stock from client Type Of Ad: Magazine Date of First Appearance: 28/04/2008 Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA

RUSCLOTHING.COM: STUPID

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Released:	April 2008
Agency:	OGILVY & MATHER Moscow
Country:	Russia
Category:	Retail stores & rental companies
Awards:	Golden Hammer 2008 Print Gold
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner , Новости
Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA Executive Creative Director: Ivor Jones Creative Director: Ivor Jones Copywriter: Ivor Jones Art Director: Julian Ennals Account Supervisor: Arkady Ivanchenko Typographer: Julian Ennals Photographer: Stock from client Type Of Ad: Magazine Date of First Appearance: 28/04/2008 Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA

RUSCLOTHING.COM: NO TOES

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Released:	April 2008
Agency:	OGILVY & MATHER Moscow
Country:	Russia
Category:	Retail stores & rental companies
Awards:	Golden Hammer 2008 Print Gold
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner , Новости
Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA Executive Creative Director: Ivor Jones Creative Director: Ivor Jones Copywriter: Ivor Jones Art Director: Julian Ennals Account Supervisor: Arkady Ivanchenko Typographer: Julian Ennals Photographer: Stock from client Type Of Ad: Magazine Date of First Appearance: 28/04/2008 Advertising Agency: OGILVY & MATHER , Moscow, RUSSIA

XXL-TAXI: DRUNK DRIVER

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Released:	April 2008
Avertiser:	XXL-TAXI
Agency:	GREY MOSCOW
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: GREY MOSCOW , RUSSIA Creative Director: Oleg Lapshin Copywriter: Nedda Al-Madani Art Director: Nedda Al-Madani Account Supervisor: Egor Vaganov Photographer: JoLin Type Of Ad: Newspaper and Magazine Date of First Appearance: 15/04/2008 Advertising Agency: GREY MOSCOW , RUSSIA

World Class Gyms: Gravity

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Released:	April 2008
Brand name:	World Class Gym
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Entertainment & leisure
Tags:	Prints , Russian nominees to Cannes Lions 2008 , Creative review , Outstanding gym ads (Fitness)
Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Viktor Melamed Account Supervisor: Anna Lysanova Advertiser's Supervisor: Marina Vasiltsova Typographer: Viktor Melamed Typographer: Viktor Melamed Type Of Ad: Standardised Outdoor Date of First Appearance: 18/11/2007 Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA

NIRT RETOUCHING STUDIO: DEODORANT

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Released:	April 2008
Avertiser:	NIRT
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Business equipment & services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Agency self-promo , Retouching Studios' Best Ads
Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Nikolay Kvartnikov Account Supervisor: Ekaterina Guvakova Photographer: Nikolay Kvartnikov Type Of Ad: Magazine Date of First Appearance: 01/04/2008 Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA

NIRT RETOUCHING STUDIO: TOOTHPASTE

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Released:	April 2008
Avertiser:	NIRT
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Business equipment & services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Agency self-promo , Retouching Studios' Best Ads
Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Nikolay Kvartnikov Account Supervisor: Ekaterina Guvakova Photographer: Nikolay Kvartnikov Type Of Ad: Magazine Date of First Appearance: 01/04/2008 Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA

NIRT RETOUCHING STUDIO: FABRIC SOFTENER

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Released:	April 2008
Avertiser:	NIRT
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Business equipment & services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Agency self-promo , Retouching Studios' Best Ads
Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Nikolay Kvartnikov Account Supervisor: Ekaterina Guvakova Photographer: Nikolay Kvartnikov Type Of Ad: Magazine Date of First Appearance: 01/04/2008 Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA

World Class Gyms: God

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Released:	March 2008
Brand name:	World Class Gym
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Entertainment & leisure
Tags:	Prints , Creative review , Russian nominees to Cannes Lions 2008
Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Viktor Melamed Account Supervisor: Anna Lysanova Advertiser's Supervisor: Marina Vasiltsova Typographer: Viktor Melamed Typographer: Viktor Melamed Type Of Ad: Standardised Outdoor Date of First Appearance: 18/11/2007 Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA

World Class Gyms: David

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Released:	March 2008
Brand name:	World Class Gym
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Entertainment & leisure
Tags:	Prints , Creative review , Russian nominees to Cannes Lions 2008 , Outstanding gym ads (Fitness)
Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA Creative Director: Andreas Mielenhausen Copywriter: Andreas Mielenhausen Art Director: Viktor Melamed Account Supervisor: Anna Lysanova Advertiser's Supervisor: Marina Vasiltsova Typographer: Viktor Melamed Typographer: Viktor Melamed Type Of Ad: Standardised Outdoor Date of First Appearance: 18/11/2007 Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA

DIEMA'S DREAM FOUNDATION: Vending machine

Stills from video click to enlarge

Released:	March 2008
Avertiser:	DIEMA'S DREAM FOUNDATION
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Public awareness messages
Tags:	Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (3.9 MB in .mov)

Credits:

Advertiser: DISABLED RUSSIAN CHILDREN'S FOUNDATION

Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA

Executive Creative Director: Roman Karev
Creative Director: Andreas Mielenhausen
Copywriter: Andreas Mielenhausen
Agency Producer: Yuri Medvedev
Account Supervisor: Katya Guvakova
Production Company: DELO SL, Moscow, RUSSIA
Director: Andreas Mielenhausen
Producer: Leonid Rakhmanin
Lighting Cameraman: Alexey Andreanov
Editor: Dmitriy Barvet
Post Production: Leonid Rakhmanin
Date Of 1st Transmission: 25/04/2008
Advertising Agency: LOWE ADVENTA, Moscow, RUSSIA

Synopsis
The most common reason why people don't make donations is because they think there's too much effort and time involved. This ad shows how much this attitude is not consistent with the average person's behaviour, because when it comes to buying a simple can of soda, they are willing to waste time and effort, much more than they're willing to spend on a worthy cause.

RUSSIAPROFILE.ORG: MATRESHKA

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Released:	March 2008
Agency:	GREY MOSCOW
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: GREY MOSCOW , RUSSIA Advertising Agency: GREY MOSCOW , RUSSIA Name Company Position Oleg Lapshin Grey Moscow Creative Director Sviatoslav Semenitski Grey Moscow Copywriter/Art Director Dmitry Dugin Grey Moscow Designer Tatiana Zakharova Grey Moscow Head Of Project Coordination Outcome This direct-mail ad campaign has just been launched, the project is going forward at a steady pace and we are getting positive reactions from our business partners and subscribers. Entry Description RUSSIA PROFILE.org is an English-language information service and community platform featuring a daily updated website and a monthly magazine that offers the most comprehensive and concise view of business, economic, political and cultural trends in Russia. Our target audience includes foreign businessmen, top managers working in the Russian market, as well as journalists, academia, etc. around the world. We want to increase the number of visitors (currently about 40,000 per month) coming to www.russiaprofile.org. We also want to find out low-budget channels of communication for contacting our target audience. Our main message is “We know Russia in-depth”. Entry Speciality Agency offers the client a direct-mail campaign, effective and low-cost channel for business to business communication. As this ad campaign is specific (place is Russia, but target audience are foreigners), we found a symbol of deep knowledge of Russia, relevant for the communication and insightful for foreigners doing business in Russia, Matreshka. We proposed the idea to send a direct-mail that works with a Matreshka’s mechanics. A customer opens the envelope, discovers inside another one, and finally finds a short message about www.russiaprofile.org. Headlines support the corporate slogan of Russia Profile.org: “Unwrapping the mystery inside an enigma”, and link to Matreshka’s mechanics.

A Foreign Affair, Loveme.com: Resolution (A real russian beauty)

Stills from video click to enlarge

Released:	March 2008
Brand name:	Loveme.com
Agency:	LOWE ADVENTA
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Best commercial parodies

View online or Download (original resolution) (7.7 MB in .mov)

Credits:

Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA
Executive Creative Director: Roman Karev
Creative Director: Andreas Mielenhausen
Copywriter: Andreas Mielenhausen
Agency Producer: Yuri Medvedev
Account Supervisor: Katya Guvakova
Production Company: DELO SL , Moscow, RUSSIA
Director: Andreas Mielenhausen
Producer: Leonid Rakhmanin
Lighting Cameraman: Alexey Andreanov
Editor: Dmitriy Barvet
Post Production: Leonid Rakhmanin
Music: Artist/Title: Roman Karev
Date Of 1st Transmission: 28/03/2008
Advertising Agency: LOWE ADVENTA , Moscow, RUSSIA

Synopsis
Russian women are famous for their beauty. In other words, they need no retouching to be perfect. Based on this belief, we created the story of a girl that will use A Foreign Affair's services. To look attractive to men in other countries, all she needs to do is look like she does well in life; in other words, show that she's not in it for the money.
Since this was supposed to be an internet film, we decided that the best idea would be to use Dove Evolution as a base, but to reverse the logic in favor of real beauty. So, we make changes and improvements only in the background, never on the (naturally perfect) girl.

SAMSUNG ELECTRONICS: Dreaming of you

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Released:	March 2008
Avertiser:	SAMSUNG ELECTRONICS
Agency:	Cheil Russia
Country:	Russia
Category:	Home electronics & audio-visual
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CHEIL RUSSIA , Moscow, RUSSIA Executive Creative Director: Jean Shuldeshov / Sergei Balabonin Creative Director: Jean Shuldeshov / Sergei Balabonin Copywriter: Daria Artamonova Art Director: Anastasia Pikalova Account Supervisor: Lala Akhmedova Advertiser's Supervisor: Marina Vaskina Producer: Vassiliy Kisselev Other Credits: Pre-Press By Ildar Murdashev Type Of Ad: Magazine Date of First Appearance: 1/03/2008 Advertising Agency: CHEIL RUSSIA , Moscow, RUSSIA Other Credits Pre-Press By Ildar Murdashev

Gmail: Art

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Released:	February 2008
Avertiser:	Google Mail
Agency:	Saatchi & Saatchi Russia
Country:	Russia
Category:	Business equipment & services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Getting real software interface
Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA Name Company Position Adrian Ely Saatchi & Saatchi Russia Art Director Daniel Lunn Saatchi & Saatchi Russia Copywriter Tatiana Gurevich Saatchi & Saatchi Russia Agency Producer Marina Lomteva Fetish Film Director Tatiana Aldyn-Kherel Fetish Film Producer Denis Lischenko Fetish Film Set Designer Yury Morozov Fetish Film Editor Type of Media Date of 1st Implementation Media Placement Viral Film 21 February 2008 YouTube Viral Film 21 February 2008 Google Channel Viral Film 21 February 2008 Blogs Describe the objective of the promotion. Create an instructional video for Gmail Russia that shows how to make the most of its unique functions. Describe how the promotion developed from concept to implementation. The Russian market is the one place where Gmail has serious competition, so an execution needed to highlight the advanced design of the Gmail interface. Explain why the method of promotion was most relevant to the product or service. The Gmail interface is more intuitive and easier to use because the design reflects how humans communicate. As such we created a viral video for Youtube of a giant human-based interface where people unfolded the windows, moved the cursors, typed the text and loaded the pages. Describe the success of the promotion with both client and consumer including some quantifiable results. The target from Google was 50,000 views in the first month. We got that on the first day. Views exceeded 250,000 in the first week and have now reached 680,000.

ГИБДД России и РСА: Везучий/DEVILISH LUCKY

Stills from video click to enlarge

Released:	February 2008
Avertiser:	ГИБДД
Agency:	YesTasteWinNow
Country:	Russia
Category:	Public health & safety
Tags:	tv-spot , Work , Social Advertising , Правда в глаза , Russian nominees to Cannes Lions 2008 , Creative review , Award show winner

View online or Download (original resolution) (7.4 MB in .mpg)

Credits:

Advertising Agency: YesTasteWinNow , Moscow, RUSSIA
Executive Creative Director: Sune Martin
Creative Director: Fedoror Maxim
Copywriter: Lomakin Dmitry/Beroev Vladimir
Art Director: Bazhenov Alexander/Beroev Vladimir
Agency Producer: Suschinskaya Julia
Account Supervisor: Salov Andrew
Production Company: DTV-MA PRODUCTION HOUSE , Moscow, RUSSIA
Director: Ben Hartenstein
Producer: Alekseev Viktor
Lighting Cameraman: Vasianov Roman
Date Of 1st Transmission: 17/03/2008
Advertising Agency: YesTasteWinNow , Moscow, RUSSIA

Synopsis
For the last 15 years, the number of cars has increased by three and a half times. The propagation of safe driving has actually been stopped. The old Soviet one died, though the new one has not been started yet. As a result 32,000 of people perish on Russian roads annually.

Therefore we tried to develop the advertising campaign which would

- Brightly and persuasively help to attract attention to the problem.
- Demonstrate that the infringement of any of the mostly ignored rules will be enough for a tragedy.

TRAVEL AGENCY ASTRA: PUTIN

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Released:	February 2008
Avertiser:	ASTRA
Agency:	VOSKHOD
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: VOSKHOD , Yekaterinburg, RUSSIA Creative Director: Andrey Gubaydullin Copywriter: Evgeny Primachenko, Alexander Parkhomenko Art Director: Vladislav Derevyannyh Typographer: Marat Dzhantuganov Photographer: Marat Dzhantuganov Type Of Ad: Newspaper and Magazine Date of First Appearance: 17/02/2008 Advertising Agency: VOSKHOD , Yekaterinburg, RUSSIA

AMWAY: FACE2FACE

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Released:	February 2008
Avertiser:	AMWAY
Agency:	LBL Media
Country:	Russia
Category:	Cosmetics & beauty products
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: LBL COMMUNICATION GROUP, Moscow, RUSSIA ANTI-AGING COSMETIC ARTISTRY TIME DEFIANCE Executive Creative Director: Sergey Zuev Creative Director: Sergey Zuev Copywriter: Vitaliy Dmitriev Art Director: Irina Terra Account Supervisor: Yana Smoljakova Typographer: Irina Terra Photographer: Andrey Kordovsky Producer: Igor Sokolov Type Of Ad: Standardised Outdoor Date of First Appearance: 15/09/2007 Advertising Agency: LBL COMMUNICATION GROUP, Moscow, RUSSIA Translation To direct women’s attention to fine wrinkles and to just appearing signs of premature facial skin aging and to make effective problem-solving proposal – Artistry Time Defiance.

PORNOMANIA: CENSORED AD

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Released:	February 2008
Brand name:	SEX SHOP
Agency:	Clayborn creative consulting
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CLAYBORN CREATIVE CONSULTING, Moscow, RUSSIA PRODUCT: SEX SHOP CHAIN Creative Director: Georgiy Bevzenko Copywriter: Igor Bevzenko Art Director: Viktor Zmei Account Supervisor: Vasilly Kupreev Type Of Ad: Standardised Outdoor Date of First Appearance: 18/01/2008 Advertising Agency: CLAYBORN CREATIVE CONSULTING, Moscow, RUSSIA Translation The most interesting on www.pornomania.ru.

RECHTSWISSENSCHAFT

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Released:	February 2008
Brand name:	RECHTSWISSENSCHAFT
Agency:	ONY
Country:	Russia
Category:	Personal effects - including perfumes, tobacco & luxury items Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: ONY, Moscow, RUSSIA Advertising Agency: ONY, Moscow, RUSSIA LEGAL COMPANY Name Company Position Max Orlov Ony Art Director Serg Serejin Ony Designer Russlan Lobachev Ony Designer Olga Serezhina Ony Designer Describe the brief/objective/goals. Task: To create a non-trivial, easy-to-remember identity system of a law company brand. Result: Graphic idea of Tetris is a definite expression of company positioning, it helps to transfer company promotional messages in more elegant and non-trivial way avoiding boring and trite images (such as balance, hammer or pillars) which are used by large amount of Law companies. This logo may be included directly into some promotional topic, expressing the motto "Rechtswissenschaft is a missing section of your business". Hence the logo becomes the main accent of promotional message increasing its effect.

PEPELIEV GOLTSBLAT AND PARTNERS CALENDAR

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Released:	February 2008
Brand name:	LEGAL SERVICES
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA PEPELIEV GOLTSBLAT AND PARTNERS LEGAL COMPANY Name Company Position Natalia Mesh TNC.BRANDS.ADS. Managing Director Sergey Tsarkov TNC.BRANDS.ADS. Chief Designer Aleksey Zhuchkov TNC.BRANDS.ADS. Creative Director Alena Plankina TNC.BRANDS.ADS. Creative Director Varvara Shirina TNC.BRANDS.ADS. Account Manager Describe the brief/objective/goals. Pepeliev Goltsblat and Partners is one of the leading Russian legal companies, providing a range of services to big foreign companies. In creating a corporate calendar for the customers of PG&P we wanted to emphasize the solid experience of the company in the unpredictable Russian market - which is still perceived as a “territory of risks” in international business circles. Partnership with PG&P will give you confidence and assurance in this market.

VELVET NEW BRAND IDENTITY

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Released:	February 2008
Avertiser:	VELVET
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Transport, travel & tourism
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA ZAO AVIA MANAGEMENT GROUP JET LINER SERVICE Name Company Position Natalia Mesh TNC.BRANDS.ADS. Managing Director Sergey Tsarkov TNC.BRANDS.ADS. Chief Designer Aleksey Zhuchkov TNC.BRANDS.ADS. Creative Director Veronica Danilova TNC.BRANDS.ADS. Strategic Director Varvara Shirina TNC.BRANDS.ADS. Account Manager Describe the brief/objective/goals. To create an identity that will express and convey the message of an utterly comfortable service for a jet liner, in which passengers are accustomed to the highest service and enjoy brands which support their status.

GLAVVINO, HUSKY VODKA

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Released:	February 2008
Brand name:	HUSKY VODKA
Agency:	UNIQA C.E.
Country:	Russia
Category:	Alcoholic drinks
Tags:	Vodka , Упаковка , Russian nominees to Cannes Lions 2008 , Creative review , Award show winner
Advertising Agency: UNIQA CREATIVE ENGINEERING, Moscow, RUSSIA Advertising Agency: UNIQA CREATIVE ENGINEERING, Moscow, RUSSIA Describe the brief/objective/goals. Russian premium vodka “HUSKY” Brand`s conception "HUSKY" - is a northern vodka. It is austere and beautiful in nature: blank lakes, boundless forest spaces, snow-caps on pine-trees. "HUSKY" - are people. These are travelers, rough men in warm jackets, and carry on across boundless spaces in dogs harness. "HUSKY" - is a dog, warm and fluffy, best friend for human, kind, with incredible heartfelt blue eyes. Design Brand`s symbol - dogs pad type in bottle-body. Laconic form of bottle with large punt. We created a 'kind' label on soft paper, with tracery, from the people of the north, transferred from a Scandinavian sweater. Gift-packaged in a warm woolen sock, especially hand-made for "HUSKY".

GK, RUSSKY ALCOHOL: CHINA TOWN

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Released:	February 2008
Avertiser:	Русский алкоголь
Agency:	UNIQA C.E.
Country:	Russia
Category:	Alcoholic drinks
Tags:	Russian nominees to Cannes Lions 2008 , Упаковка , Creative review
Advertising Agency: UNIQA CREATIVE ENGINEERING, Moscow, RUSSIA Advertising Agency: UNIQA CREATIVE ENGINEERING, Moscow, RUSSIA Describe the brief/objective/goals. CHINA TOWN - innovative product on the Russian market. It is a low alcohol cocktail with a green tea taste. Chinese name and oriental recipe determined the approach to product-design. For the brand an effective logo was created – a Chinese dragon. The name was organically plaited into this symbol. The symbol became the basis of the label-package. 90% of the label consists of the logo, on a black background, but in spite of this it has a lot of fine design elements. It is a drawing of dragon scales, created with transparent lacquer tracery on a black background and other things. This label is unique. Only with consequent contact with a Production Company, a few technical tests and innovation decisions in print, did we create this product.

TIDE LAUNDRY DETERGENT: BLACK & TIDE MOVIE

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Released:	February 2008
Avertiser:	TIDE
Agency:	Leo Burnett Moscow
Country:	Russia
Category:	Household maintenance & pet products
Tags:	Cinema ads , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Date Of 1st Implementation: 09/08/2007 Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Name Company Position Mikhail Kudashkin Leo Burnett Moscow Creative Director Viktor Lander Leo Burnett Moscow Copywriter Alexandra Scherbovich Leo Burnett Moscow Art Director Irina Kulikova Leo Burnett Moscow Account Director Philipp Yakovlev Leo Burnett Moscow Producer Type of Media Date of 1st Implementation Media Placement Hypermarket Cinema 09.08.07 Europeisky Hypermarket Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. Dramatise whiteness, as Tide's brand equity, in an authentic and memorable way. Tide was able to connect with its consumers to improve on its imagery attributes. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. If there’s anything white, that’s the white screen in the cinema auditorium. As whiteness is the equity of Tide, we thought that the darkness of the cinema theatre would be an ideal situation to remind our target about the cleaning power of Tide. We shot this ad and placed it in the advertising block so it runs just before the feature. Show how the media idea travelled across different touch points and successfully reached the target audience. Special placement in the cinema was attractive, more engaging and captivating to the target audience. Women were captivated by the unique campaign (no-one from the competition has done it before). We generated real stand-out: 40% campaign awareness. Show how the execution maximised the value of the investment and generated business results Generated word of mouth and free PR. 85% of interviewees spontaneously named Tide when asked about commercial shown before the movie. It provoked 65% purchase intent, high response on a rather low budget.

SAMSUNG LA FLEUR: DON'T TELL ANYBODY

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Released:	February 2008
Avertiser:	SAMSUNG
Brand name:	Samsung La Fleur
Agency:	NEWTON
Country:	Russia
Category:	Home electronics & audio-visual
Tags:	Russian nominees to Cannes Lions 2008 , mobile phones , Sales promotion , Creative review
Advertising Agency: NEWTON GROUP OF COMPANIES, Yekaterinburg, RUSSIA Advertising Agency: NEWTON GROUP OF COMPANIES, Yekaterinburg, RUSSIA Name Company Position Maxim Sidorchuk AGN Group Head Of Moscow Resident Office Alena Radionova AGN Group Account Manager Elena Gryzlova AGN Group Project Manager Natalya Klyavochkina AGN Group Regional Manager Denis Abramov AGN Group Designer Type of Media Date of 1st Implementation Media Placement Radio - 3 Spots 6-8 March 2007 Europa-Plus TV campaign - 6 spots 3-8 March NTV TV campaign - 6 spots 3-8 March TNT Describe the objective of the promotion. Target was to create the prerequisites for the impulse purchase, increasing the target audience and the shops’ staff loyalty to the brand, capturing the target audiences attention from the other mobile Realization of the nationwide project – promoting the new special female cell-phone series Samsung E500/E570/E420 LaFleur Co-promo activities with the loyal dealers New female cell-phone market launch – as a continuation of the ATL-campaign. Main motto – 'Don’t tell anybody!' Working out the BUZZ creative concept that supports an ATL-campaign theme. Describe how the promotion developed from concept to implementation. The idea was absolutely opposite communication. Usually promoters talk a lot with customers; in our project they kept silent a Literal visualization of the 'Don`t tell anybody!' slogan. The promoter’s mouth was tied up with a narrow piece of cloth with 'Shhh!' written on it. They gave out cards with promo’s conditions. By purchasing the mobile phone this card entitled you to a gift. AGN-GROUP activities: Creative conception development POSm design POSm production Promo-uniform design Promo-uniform production Address program compiling Shopping center booking Project organization and running Promo-materials logistics in the regions Explain why the method of promotion was most relevant to the product or service. Motion Pro is an effective way to draw the attention of the target audience to the high technological qualities of the product, as well as to it's appearance. External appearance and design are highly important. The cell-phones are female audience-oriented and for this audience, visual characteristics are significant. The technological qualities of the product are emphasized by the availability of a 3D-flyer. An intriguing way of delivering information makes a high impact on the intended audience. The idea of promotion continues and supports the 'Shhh..Don’t tell anybody!' ATLCampaign. Describe the success of the promotion with both client and consumer including some quantifiable results. - The different method of communication (silence instead of verbal persuasion) attracted consumers' attention at once. - Client’s comment regarding the project: "In December 2006 we started a TTL campaign, supporting launch of the new SAMSUNG La Fleur female cell phones. We can call the results of the BTL-campaign 'La Fleur. Don`t tell anybody!' as one of our most original and successful campaigns. Samsung La Fleur sales volumes exceeded our expectations". - Sales increased in comparison with the plan (confidence) - Contacts increased to 44,580.

AXE DREAM TEAM

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Released:	February 2008
Avertiser:	AXE
Agency:	Rapp Collins Moscow
Country:	Russia
Category:	Personal effects - including perfumes, tobacco & luxury items
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Impressive collection of Axe/Lynx ads
Advertising Agency: RAPP COLLINS MOSCOW, RUSSIA Advertising Agency: RAPP COLLINS MOSCOW, RUSSIA Name Company Position Valentina Kulbitskaya Rapp Collins Moscow Account Manager Tatyana Pavlova Rapp Collins Moscow Group Account Director Maxim Kolyshev Rapp Collins Moscow Creative Director Anna Bubnova Rapp Collins Moscow Creative Group Head Nina Reznik Rapp Collins Moscow Copywriter Stas Gusev Rapp Collins Moscow Production Director Elena Gorohova Rapp Collins Moscow Producer Elena Kuzakova Rapp Collins Moscow Strategic Group Head Trisha Fairless Rapp Collins Moscow Strategic Planning Director Type of Media Date of 1st Implementation Media Placement Outdoor Advertising: City Format 27 August 2007 Moscow,St.-Petersburg,Ekaterinburg,Nizhni Novgorod,Rostov-On-Don,Samara, Novosib The Underground 27 August 2007 Moscow Internet 27 August 2007 Www.youtube.com,www.rutube.ru, Www.loadup.ru, Www.zacepi.tv,Neitron.axeefect.ru TV Campaign - 1 Spot 10 September 2007 On All Russian National Channels And On Music Channels MTV And MUZ TV Press 11 September 2007 Magazines: Men's Health, Huligan, Molotok Universities And Colleges 08 October 2007 Moscow,St.-Petersburg,Ekaterinburg,Nizhni Novgorod,Rostov-On-Don,Samara, Novosib Describe the objective of the promotion. Support of new deodorant's 150ml pack. Gain in sample and permanent sales. Popularisation of AXE-effect. Consolidating the knowledge of AXE as a body spray. Creation of stable and positive AXE-aroma image Primary communication: New AXE - more AXE-effect! Descriptive adjectives of the brand: elaborated formula and innovations in pack. Describe how the promotion developed from concept to implementation. Teaser. Who else will be caught? Girls are leaving their usual places and are going away in unknown directions, into the sunset. What is hitching them up and taking away? Reveal. AXE-effect. Hitchs up in half-turn. The reason for the girls strange behaviour is revealed. The AXE deodorant is hypnotising them. Involve. Hitch up team AXE, feel hot, relax! Buy AXE, feel its effect on girls, play on-line game and get assured prizes. The main prize - AXE team come to your apartment. They will wash and iron. Turn cleaning into pure pleasure. Explain why the method of promotion was most relevant to the product or service. The method of promotion was most relevant because it was based on considering key features of the target audience and on that basis to construct the communications 360 which allows them to keep the consumer in dialogue with the brand during the action: a. The insights of the target audience - desires and dreams b. To choose the most effective channels of communication and to use them so that the involvment of the audience in the communications was maximal. c. To tell history and to allow participation in it For the consumer, and especially our target audience, this method of communication is the most vibrant, memorable and unique experience. It effectively works on loyalty to the brand, involving promo. The indirect effect of such action is that the participants become the living additional media channel. They tell their friends about the brand and the action attracts more participants. Describe the success of the promotion with both client and consumer including some quantifiable results. Results: Number of qualitative contacts – 640,000 people. Spray sales volume increased by 90% in 2007. Contribution of activation to sale growth – 30%.

Nestle: 4 DAYS OF SUCCESS

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Released:	February 2008
Avertiser:	NESTLE
Agency:	ZenithOptimedia
Country:	Russia
Category:	Baking & sweet foods
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA Date Of 1st Implementation: 12/02/2008 Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA Name Company Position Igor Ilin ZenithOptimedia Senior Internet Planner/Buyer Anna Voskhodova Nestle Russia Senior Brand Manager Anatoly Medynsky Nestle Russia Consumer Promo & Progressive Media Manager Dmitry Unkin Unikcom Project Manager Type of Media Date of 1st Implementation Media Placement On-Line Campaign - button 12-15 February 2008 odnoklassniki.ru Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. The objective was to establish Nestle Tenderness as a perfect gift for any occasion. Traditional media are cluttered with chocolate advertising before holidays. With Nestlé Tenderness chocolate we moved from TV with 99% penetration to Internet with 25% penetration. For younger consumers staying in touch with their friends is crucial, and social networks in Russia are growing at unprecedented pace. We developed a 4-day online communication campaign for the brand prior to Valentine’s Day. With “Schoolmates”, the No 1 social network uniting 1/3 of Russians online, we created a unique greeting tool for their users – Nestlé Tenderness E-VALENTINES. Every member received a personal button in their profile providing an opportunity to send a customized message to their sweethearts. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. A small button was integrated into the site menu that looked like a part of the interface. By clicking it users could create and send personalized e-valentines for any type of relationship: first love, romance, friendship, office affair. Many site members used this valuable tool to greet several (or even all) of their friends. Show how the media idea travelled across different touch points and successfully reached the target audience. With growing popularity of social networks, old schoolmates get in touch. But after initial contact it can be hard to find topics for conversation. Nestle Tenderness e-valentines provided a perfect opportunity to show your friends you care without hassle. For our target audience it was a relevant, timely, stress-relief greeting solution - another reason to connect with friends and sweethearts. Show how the execution maximised the value of the investment and generated business results 17% click-through rate vs. 1% worldwide norm. 250 clicks a second, 100 times a standard click rate for advertising at “Schoolmates”. The same number of impressions (115,000,000) on TV require 8 times more money or 3 years in magazines! Client will continue this project for all festive occasions.

SAMSUNG ELECTRONICS: NEWS - NEVER YESTERDAY'S

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Released:	February 2008
Avertiser:	SAMSUNG ELECTRONICS
Agency:	Cheil Russia
Country:	Russia
Category:	Home electronics & audio-visual
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CHEIL RUSSIA , Moscow, RUSSIA Executive Creative Director: Jean Shuldeshov / Sergei Balabonin Creative Director: Jean Shuldeshov / Sergei Balabonin Copywriter: Daria Artamonova Art Director: Anastasia Pikalova Account Supervisor: Lala Akhmedova Advertiser's Supervisor: Oxana Syssoeva Photographer: Anastasia Pikalova Producer: Vassiliy Kisselev Other Credits: Pre-press by Ildar Murdashev Type Of Ad: Magazine Date of First Appearance: 1/02/2008 Advertising Agency: CHEIL RUSSIA , Moscow, RUSSIA Other Credits Pre-press by Ildar Murdashev

Рябушка: Полет / Ryabushka eggs

Stills from video click to enlarge

Released:	January 2008
Avertiser:	Parnas
Agency:	Saatchi & Saatchi Russia
Country:	Russia
Category:	Savoury foods
Awards:	Kyiv Festival 2008 Kyiv Festival 2008 TV Silver ADCR Awards 2008
Tags:	Award show winner , Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (15.4 MB in .mov)

Credits:

Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA
Executive Creative Director: Sergey Skazkin
Creative Director: Stuart Robinson
Copywriter: Irina Gorshkova
Art Director: Yuri Polonski
Agency Producer: Dmitry Lashkin
Account Supervisor: Elena Khishchenko
Production Company: PANDORA FILMS , St Petersburg, RUSSIA
Director: Dmitry Khonin
Producer: EvgeniaAronova, Olga Ivanova
Lighting Cameraman: Andrey Vakorin
Editor: Stuart Robinson
Post Production: Mesnyankin
Date Of 1st Transmission: 04/03/2008
Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA

Synopsis
This is the third spot from the series about the life of an old couple producing eggs in a village. With love.

IKEA: Sleep abc / Азбука сна

Stills from video click to enlarge

Released:	January 2008
Avertiser:	IKEA
Brand name:	ikea
Agency:	Instinct
Country:	Russia
Category:	Home appliances & furnishings Retail stores & rental companies
Awards:	IDEA 2008 TV Silver ADCR Awards 2008 Kyiv Festival 2008 Kyiv Festival 2008 TV Bronze Golden Hammer 2008 TV Diploma
Tags:	tv-spot , Work , Правда в глаза , Award show winner , Creative review , Empressive IKEA ads , Empressive collection of IKEA ads , Creativity

View online or Download (original resolution) (2.7 MB in .mpg)

Credits:

Advertising Agency:	INSTINCT , Moscow, RUSSIA
Executive Creative Director:	Ilya Selikhov
Creative Director:	Yaroslav Orlov/Roman Firainer
Copywriter:	Yaroslav Orlov
Art Director:	Roman Firainer
Agency Producer:	Suzanna Al-Samaray
Account Supervisor:	Tatiana Rudakova
Advertiser's Supervisor:	Polina Pashkevich
Production Company:	JUST PRODUCTION , Moscow, RUSSIA
Director:	Michael Frings
Producer:	Ilya Medovy
Lighting Cameraman:	Andrei Makarov
Editor:	Dmitry Orel
Post Production:	Park Production
Music: Artist/Title:	Frere Jacque
Date Of 1st Transmission:	25/01/2008
Advertising Agency:	INSTINCT , Moscow, RUSSIA

Synopsis
IKEA is proud of knowing everything about sleeping - literally from A to Z. The spot visualizes different people sleeping in different ways. Bedroom furniture from IKEA is an ABC, and miracle of sleeping is built from its letters.

EVENTIS BRAND IDENTITY

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Released:	January 2008
Brand name:	EVENTIS
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Commercial public services
Tags:	Telecom and communications , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA ZAO IVENTIS TELECOM TELECOMMUNICATION INVESTMENT COMPANY Name Company Position Natalia Mesh TNC.BRANDS.ADS. Managing Director Olga Kavun TNC.BRANDS.ADS. Chief Designer Nikita Kiselev TNC.BRANDS.ADS. Account Manager Veronica Danilova TNC.BRANDS.ADS. Strategic Director Describe the brief/objective/goals. To create an identity for a telecommunication investment company which provides innovative communication services in developing countries. We identified the positioning for the corporate brand as, “Open up possibilities for growth”, and for the retail brand as, “Freedom for development”.

VELVET BROCHURE

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Released:	January 2008
Avertiser:	VELVET
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Transport, travel & tourism
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA ZAO AVIA MANAGMENT GROUP JET LINER SERVICE Name Company Position Natalia Mesh TNC.BRANDS.ADS Managing Director Sergey Tsarkov TNC.BRANDS.ADS Chief Designer Aleksey Zhuchkov TNC.BRANDS.ADS Creative Director Alena Plankina TNC.BRANDS.ADS Creative Director Veronica Danilova TNC.BRANDS.ADS Strategic Director Varvara Shirina TNC.BRANDS.ADS Account Manager Describe the brief/objective/goals. To create an identity which would express the complete service of an airline for business passengers accustomed to the highest standards of comfort. This brochure needed to illustrate the comfort of service and destinations this airline flies to.

DEXTER BROCHURE

	See full size 1788x1200 px
Released:	January 2008
Avertiser:	Dexter
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Transport, travel & tourism
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA ZAO AVIA MANAGMENT GROUP AVIATION TAXI SERVICE Name Company Position Natalia Mesh TNC.BRANDS.ADS. Managing Director Sergey Tsarkov TNC.BRANDS.ADS. Chief Designer Olga Kavun TNC.BRANDS.ADS. Chief Designer Veronica Danilova TNC.BRANDS.ADS. Strategic Director Aleksey Zhuchkov TNC.BRANDS.ADS. Creative Director Varvara Shirina TNC.BRANDS.ADS. Account Manager Describe the brief/objective/goals. Our task was to create a new brand identity for an innovative aviation taxi service. Because this service is still very new and this mode of traveling still unconventional, the role of the brochure is to reassure potential passengers.

GROSSMART, MEMOIRE XO COGNAC

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Released:	January 2008
Brand name:	COGNAC
Agency:	DEPOT WPF Brand & Identity
Country:	Russia
Category:	Alcoholic drinks
Tags:	Упаковка , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: DEPOT WPF BRAND&IDENTITY, Moscow, RUSSIA Advertising Agency: DEPOT WPF BRAND&IDENTITY, Moscow, RUSSIA Name Company Position Alexey Fadeyev Depot WPF Creative Director Andrey Gladkov Depot WPF Art Director Describe the brief/objective/goals. Create a design for XO cognac. The design idea should display the age of the cognac. Brief: The packaging and label design for the mainstream cognac should deliver the idea of old vintage cognac (XO). Solution: The age of the cognac displayed on the label through the idea of a symbolic calendar, a set of 12 marks crossed through, symbolised one year. This label is for 25 year old cognac. For the 15 year old USPO cognac, there will be 15 sets of marks.

VODKA 7 FEET

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Released:	January 2008
Agency:	TNC.BRANDS.ADS
Country:	Russia
Tags:	Упаковка , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Name Company Position Natalia Mesh TNC.BRANDS.ADS Managing Director Sergey Tsarkov TNC.BRANDS.ADS Chief Designer Describe the brief/objective/goals. To create a design for a new vodka brand with focused distribution to night clubs. The Russian vodka market is overwhelmed with designs celebrating national character using bears, stars and other old fashioned attributes. We decided to find another image showing the bold and adventurous character of the brand.

Flagman vodka

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Released:	January 2008
Brand name:	Флагман
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Alcoholic drinks
Tags:	Vodka , Russian nominees to Cannes Lions 2008 , Упаковка , Creative review
Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS., Moscow, RUSSIA Name Company Position Natalia Mesh TNC.BRANDS.ADS Managing Director Sergey Tsarkov TNC.BRANDS.ADS Chief Designer Describe the brief/objective/goals. To redesign the existing Flagman (Flagship, Флагман) vodka brand and create a brand extension. Night Troops was created to communicate a contemporary and masculine image of the brand, celebrating the heroic image of the Russian Navy.

M&M'S IN DA HOUSE

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Released:	January 2008
Avertiser:	M&Ms/MARS
Agency:	BBDO MOSCOW
Country:	Russia
Category:	Baking & sweet foods
Tags:	Sponsorship , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: BBDO MOSCOW, RUSSIA Date Of 1st Implementation: 01/06/2007 Advertising Agency: TNT-TV, Moscow, RUSSIA Name Company Position Denis Yarotsky MARS LLC Marketing Director Diana Sozinova BBDO Account Manager Elena Shanovich OJSC TNT Broadcasting Network Art Director Marina Turova OJSC TNT Broadcasting Network Account Manager Irina Kiseleva OJSC TNT Broadcasting Network Broadcast Designer Esmina Kaibhanova OJSC TNT Broadcasting Network Producer Maksim Juikov OJSC TNT Broadcasting Network Broadcast Designer Type of Media Date of 1st Implementation Media Placement TV campaign 1 June-31 December 2007 OJSC TNT Broadcasting Network Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. Animated characters, Red and Yellow M&Ms, appear as the show “DOM-2” contributors. “DOM-2” is a reality show, whose contributors enter the project to find their true love. The main goal of the brand in the program is to enhance the brand loyalty of the target audience (16-24) towards M&Ms. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. Every bumper is a mini story, in which the Red and the Yellow characters find themselves in different romantic situations, where they behave just like the “DOM-2” regulars. The style, the music and the graphics are consistent with that of “DOM-2”. Following the main message of the show “Build Your Love”, the two characters cause ripples of fun by trying to build their relationships in the show. Product Placement highlights the consumer qualities of the product, which the client wants to broadcast to the target audience – “It is cool to eat M&Ms in any company - there will always be enough of them for everyone!” The emotional characteristics are important for the brand –“M&Ms are always there, where there’s laughter, fun, and friends!” The environment for M&Ms’ integration corresponds to the strategy – parties, celebrations, competitions, and fun things in general. Show how the media idea travelled across different touch points and successfully reached the target audience. The brand was associated with the project, which is extremely popular with its target audience (share – 18.1%, 2007). Association with the reality show "DOM-2" characters, who speak directly to the target audience and comment favourably on the project. Visual demonstration of the consumer qualities of the product and emotional qualities of the brand. Original, creative and humorous approach. Show how the execution maximised the value of the investment and generated business results The brand loyalty of the target audience has increased. The customer was happy with the execution of the task and the results.

SAATCHI & SAATCHI: HIRING STUNT

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Released:	December 2007
Avertiser:	SAATCHI & SAATCHI
Agency:	Saatchi & Saatchi Russia
Country:	Russia
Category:	Business equipment & services
Awards:	Golden Hammer 2008 Best Use of Media Gold
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner
Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA Executive Creative Director: Stuart Robinson Copywriter: Irina Gorshkova Art Director: Yury Polonsky Producer: Roman Presnyakov Type Of Ad: Standardised Outdoor Date of First Appearance: 22/11/2007 Advertising Agency: SAATCHI & SAATCHI MOSCOW , RUSSIA

Snickers: Rugby

Stills from video click to enlarge

Released:	November 2007
Avertiser:	Snickers
Agency:	BBDO MOSCOW
Country:	Russia
Category:	Confectionery & snacks
Awards:	Kyiv Festival 2008 Kyiv Festival 2008 TV Bronze ADCR Awards 2008
Tags:	tv-spot , Award show winner , Chocolate Bars , Russian nominees to Cannes Lions 2008 , Creative review , Behind The Scene , Work , Good!

View online or Download (original resolution) (4.9 MB in .mpg)

Credits:

Synopsis
When you are having fun, you get so carried away, it’s like moving to a different reality. If something like hunger distracts you, it takes you out of this fun reality and brings you back to the ordinary. Snickers does not let hunger do that and thus allows you to keep playing.

Title : Ragby

Brand: Snickers
Client: Mars

Creative dicertor: Andrey Zaytsev (Андрей Зайцев)
Art-director: Andrey Ivanov (Андрей Иванов)
Copywriter: Nikolai Megvelidze (Николай Мегвелидзе)
Senior Group Head: Natalia Cyganova (Наталья Цыганова)
Manager: Olesya Shepeleva (Олеся Шепелева)

Producer: Anna Yakanina (Анна Яканина)

Director: Alex & Steffen
DOP: Maher Maleh
Production Company: Spy Films, Toronto, Canada
Executive Producer: Carlo Trulli
Producer: Peter Oad

Postproduction: Unexpected GmbH, Stuttgart, Germany
VFX Supervisor: Alex & Steffen
Character Design: Felix Mertikat, Sebastian Stolle
Character Modelling: Gereon Zwosta, Benni Diez
Texuring Artist: Gereon Zwosta, Sebastian Nozon
3D Lead: Alexander Kiesl
Character Animation: Alexander Kiesl, Sebastian Stolle, Claudius Urban
3D Operator: Jörg Haeberle
Particle Artist: Emil Stefanov
Compositor: Steffen Hacker, Raphael Hamm, Claus Rudolph

Music & Sounddesign: Jörg Orlamünder, JAMusic

MULTIMEDIA SCREENS: THE EYE

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Released:	November 2007
Agency:	Восход
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertiser: A CHAIN OF MULTIMEDIA SCREENS FOR FUTURE MEDIA Advertising Agency: VOSKHOD, Yekaterinburg, RUSSIA Creative Director: Andrey Gubaydullin Copywriter: Evgeny Primachenko Art Director: Vladislav Derevyannyh Typographer: Dmitry Maslakov Typographer: Dmitry Maslakov Type Of Ad: Magazine Date of First Appearance: 09/09/2007 Advertising Agency: VOSKHOD, Yekaterinburg, RUSSIA

Oral B: Smile

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Released:	November 2007
Avertiser:	PROCTOR & GAMBLE
Brand name:	Oral B
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Toiletries & pharmaceuticals
Awards:	Golden Hammer 2008 Direct Marketing Diploma
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner , Funny bandage
Advertising Agency: TNC. BRANDS. ADS. , Moscow, Moscow, RUSSIA, RUSSIA Advertising Agency: ARC , Moscow, Moscow, RUSSIA, RUSSIA Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Name Company Position Polina Zvereva TNC.BRANDS.ADS Account Manager Larisa Faustova TNC.BRANDS.ADS Account Superviser Alena Plankina TNC.BRANDS.ADS Creative Director Aleksey Zhuchkov TNC.BRANDS.ADS Creative Director Andrey Livshin TNC.BRANDS.ADS Chief Designer Irina Abramova TNC.BRANDS.ADS Designer Type of Media Date of 1st Implementation Media Placement Ambient media November 2007 Moscow`s clinic Outcome The ambient campaign, which took place in Moscow’s clinics, was praised by the client, enjoyed by dentists and made the brand message truly memorable for consumers. Entry Description Our brief was ideal for the creative team – to deliver the concept that would highlight the unique proposition of the brand in Russia “The Brand Most Dentists Use Themselves - Worldwide”. Entry Speciality As a key element of the campaign we created the dentist’s mask with the illusion of a shining white smile behind. The smile is so bright that it can be seen through the mask.

RUSSIAN RAILWAYS: FAST MOVING BEAUTY

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Released:	November 2007
Avertiser:	RUSSIAN RAILWAYS
Agency:	Sauce
Country:	Russia
Category:	Corporate image
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Name Company Position Vladimir Gorshkov Sauce Director Of Design Studio Describe the brief/objective/goals. The calendar is aimed to show the advantages of modern railway. Some years ago one of the advantages pointed out was an opportunity to see a wide expanse of Russia through the train window, but now the speed of train makes you see very different sights, so this calendar helps you to get used to the new views.

Samsung K.I.N.O.: Алексей Герман-младший

Stills from video click to enlarge

Released:	November 2007
Avertiser:	SAMSUNG
Agency:	CHEIL COMMUNICATIONS RUS
Country:	Russia
Category:	Home electronics & audio-visual
Awards:	Epica Awards 2008 Film Bronze
Tags:	tv-spot , Work , Creative review , Cannes 2008 , Russian nominees to Cannes Lions 2008 , Award show winner , Новости , Creativity

View online or Download (original resolution) (10.0 MB in .mpg)

Credits:

Advertising Agency: CHEIL RUSSIA, Moscow, RUSSIA
Executive Creative Director: Dmitriy Shumilov
Creative Director: Jean Shuldeshov/Sergei Balabonin
Copywriter: Daria Artamonova
Art Director: Jean Shuldeshov/Anastasia Pikalova
Agency Producer: Vassiliy Kisselev
Account Supervisor: Elmar Akhmedov
Advertiser's Supervisor: Anna Sviridova/Yuriy Pustovoit/Vladimir Dourbajev
Production Company: METRAFILMS, Moscow, RUSSIA
Director: Alexei German-Jr.
Producer: Artem Vassiliev/Natalia Demidova
Lighting Cameraman: Live Action: Maxim Drozdov / Product Demo Sequence: Andrey Makarov
Editor: Artem Golikov
Editor: Jean Shuldeshov/Sergei Balabonin
Post Production: Motor Studio Moscow
Music: Artist/Title: Dmitriy Shumilov
Other Credits: Director For Product Demo Sequence: Vassiliy Kisselev
Date Of 1st Transmission: 01/12/2007
Advertising Agency: CHEIL RUSSIA, Moscow, RUSSIA

Synopsis
Famous Russian movie director Alexei German-Jnr presents his vision of 'K.I.N.O.', the name of the product and Russian for 'cinema'.

МТА (Moscow Translation Agency): Ernest Hemingway Autograph

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Released:	October 2007
Avertiser:	Moscow Translation Agency
Brand name:	Festival
Agency:	Максима
Country:	Russia
Category:	Commercial public services
Awards:	Golden Drum 2007 Press Gold , Moscow Festival 2007 , Moscow Festival 2007 Silver , IDEA 2008 , IDEA 2008 Grand Prix , Golden Drum 2007 , ADCR Awards 2008
Tags:	Award show winner , Text line localization , News , Advertising Market , Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: MAXIMA COMMUNICATION GROUP, Moscow, RUSSIA Executive Creative Director: Dmitry Avdeenko Copywriter: Alexander Ovsyankin, Tatiana Sosnitskaya Art Director: Oleg Panov, Denis Popenkov Type Of Ad: Newspaper Date of First Appearance: 25/04/2007 Advertising Agency: MAXIMA COMMUNICATION GROUP, Moscow, RUSSIA

AMWAY: WRINKLES ERASER

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Released:	October 2007
Avertiser:	AMWAY
Agency:	LBL Communication Group
Country:	Russia
Category:	Cosmetics & beauty products
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: LBL COMMUNICATION GROUP , Moscow, RUSSIA Executive Creative Director: Sergey Zuev Creative Director: Sergey Zuev Copywriter: Vitaliy Dmitriev Art Director: Irina Terra Account Supervisor: Yana Smoljakova Typographer: Irina Terra Photographer: Andrey Kordovsky Type Of Ad: Magazine Date of First Appearance: 22/10/2007 Advertising Agency: LBL COMMUNICATION GROUP , Moscow, RUSSIA Translation To demonstrate the effectiveness of anti-aging cosmetic Artistry Time Defiance by a non-standard, memberable way

Студия танца "Жара": Кукарача / Kukaracha

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Released:	October 2007
Avertiser:	Студия танца "Жара"
Agency:	РА Восход
Country:	Russia
Category:	Entertainment & leisure
Awards:	IDEA 2008 IDEA 2008 TV Silver
Tags:	tv-spot , Work , Новости , Award show winner , Creative review , Russian nominees to Cannes Lions 2008

View online or Download (original resolution) (2.9 MB in .avi)

Credits:

Advertising Agency: VOSKHOD, Yekaterinburg, RUSSIA
Executive Creative Director: Andrey Portnov
Creative Director: Andrey Gubaydullin
Copywriter: Alexsandr Parchomenko, Evgeny Primachenko
Art Director: Vladislav Derevyannyh
Production Company: VOSKHOD, Yekaterinburg, RUSSIA
Director: Andrey Gubaydullin
Date Of 1st Transmission: 12/10/2007
Advertising Agency: VOSKHOD, Yekaterinburg, RUSSIA

Synopsis
Bird Cucaracha gets her female happiness through the art of dancing. In Russian the word 'Cucaracha' is synonymous with the word 'Chicken'.

Greenpeace: Scorpion

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Released:	October 2007
Avertiser:	GREENPEACE
Agency:	BBDO Russia
Country:	Russia
Category:	Public health & safety
Awards:	Moscow Festival 2007 , Moscow Festival 2007 Gold
Tags:	Figures from products , Prints , Social Advertising , Work , Наблюдения AdMe.ru , Russian nominees to Cannes Lions 2008 , Creative review
Do you know what you eat? The DNA of genetically modified plants may contain the genes of insects, animals or even viruses. These products may potentially cause harm to your health. Look for a "GMO free" sign on the package. Advertising Agency: BBDO Moscow, Russia Creative Director: Andrey Illiasov Art Directors: Giorgi Popiashvili, Fabiano Marques Copywriter: Tatiana Moseeva Photographer: Goran Tacevski

Greenpeace: Spider

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Released:	October 2007
Avertiser:	GREENPEACE
Agency:	BBDO Russia
Country:	Russia
Category:	Public health & safety
Awards:	Moscow Festival 2007 , Moscow Festival 2007 Gold
Tags:	Figures from products , Prints , Social Advertising , Work , Наблюдения AdMe.ru , Russian nominees to Cannes Lions 2008 , Creative review
Do you know what you eat? The DNA of genetically modified plants may contain the genes of insects, animals or even viruses. These products may potentially cause harm to your health. Look for a "GMO free" sign on the package. Advertising Agency: BBDO Moscow, Russia Creative Director: Andrey Illiasov Art Directors: Giorgi Popiashvili, Fabiano Marques Copywriter: Tatiana Moseeva Photographer: Goran Tacevski

Greenpeace: Grasshopper

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Released:	October 2007
Avertiser:	GREENPEACE
Agency:	BBDO Russia
Country:	Russia
Category:	Public health & safety
Awards:	Moscow Festival 2007 , Moscow Festival 2007 Gold
Tags:	Figures from products , Prints , Social Advertising , Work , Russian nominees to Cannes Lions 2008 , Creative review
Do you know what you eat? The DNA of genetically modified plants may contain the genes of insects, animals or even viruses. These products may potentially cause harm to your health. Look for a "GMO free" sign on the package. Advertising Agency: BBDO Moscow, Russia Creative Director: Andrey Illiasov Art Directors: Giorgi Popiashvili, Fabiano Marques Copywriter: Tatiana Moseeva Photographer: Goran Tacevski

MegaFon: GET A CHARGE

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Released:	September 2007
Avertiser:	MegaFon
Agency:	APR MEDIA SERVICES/OMD RUSSIA
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner
Advertising Agency: APR MEDIA SERVICES/OMD RUSSIA , Moscow, RUSSIA Date Of 1st Implementation: 25/12/2007 Advertising Agency: APR MEDIA SERVICES/OMD RUSSIA , Moscow, RUSSIA Name Company Position Anna Vasilieva APR Media Services/OMD Russia Media Service Director Olga Emelyanova APR Media Services/OMD Russia Senior Media Group Head Teya Zantaraya APR Media Services/OMD Russia Media Group Head Svetlana Keffer APR Media Services/OMD Russia Media Manager Natalya Danilova APR Media Services/OMD Russia Junior Media Manager Darya Ivanova Optimum Media Buying/OMD Russia Head Of Special Projects Department Anton Belashov Optimum Media Buying/OMD Russia Special Projects Manager Igor Pepeliaev MegaFon Marketing Director Denis Kesler MegaFon Head Of Marketing Communications Oksana Sevian MegaFon Senior Marketing Communications Manager Elena Kameneva MegaFon Senior Marketing Communications Manager

Cofemania Wi Fi: Feel the freedom (Emrion)

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Released:	September 2007
Brand name:	Кофемания
Agency:	Euro RSCG Moradpour
Country:	Russia
Category:	Fast food outlets & restaurants
Awards:	Euro RSCG Worldwide 2007-2008 Starchannel: Best from the best
Tags:	tv-spot , Work , Новости , Creative review , Award show winner , Russian nominees to Cannes Lions 2008

View online or Download (original resolution) (2.3 MB in .mpg)

Credits:

Advertising Agency: EURO RSCG MORADPOUR, Moscow, RUSSIA
Creative Director: Katia Krasulina
Production Company: POST PRO 18, Moscow, RUSSIA
Editor: Edouard Moradpour
Date Of 1st Transmission: 17/09/2007
Advertising Agency: EURO RSCG MORADPOUR, Moscow, RUSSIA

Synopsis
In our life there are only a few months when we really need a wire. Wi-Fi - feel free.

MegaFon: EXPLAINING THE UNEXPLAINABLE

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Released:	September 2007
Avertiser:	MegaFon
Agency:	APR MEDIA SERVICES/OMD RUSSIA
Country:	Russia
Category:	Commercial public services
Awards:	Golden Hammer 2008 Best Use of Media Silver
Tags:	Russian nominees to Cannes Lions 2008 , Creative review , Award show winner
Advertising Agency: APR MEDIA SERVICES/OMD RUSSIA, Moscow, Moscow, RUSSIA, RUSSIA Advertising Agency: INTERNET AGENCY DALEE, Moscow, Moscow, RUSSIA, RUSSIA Date Of 1st Implementation: 15/09/2007 Advertising Agency: APR MEDIA SERVICES/OMD RUSSIA, Moscow, RUSSIA Entry URL: http://video.megafonmoscow.ru Name Company Position Dmitry Smetanin MegaFon Moscow Advertising Director Sergey Mikhalev MegaFon Moscow Head Of Digital Department Alexander Korobkov MegaFon Moscow Digital Marketing Manager Alexey Zagryadsky MegaFon Moscow Advertising Manager Mikhail Beloshapka Internet Agency Dalee CEO Andrey Lebedev Internet Agency Dalee Art Director Ruslan Yakubov Internet Agency Dalee Project Manager Anna Vasilieva APR Media Services/OMD Russia Media Service Director Olga Emelianova APR Media Services/OMD Russia Senior Media Group Head Gregory Kochenko APR Media Services/OMD Russia Media Group Head Alexander Ruzavin APR Media Services/OMD Russia Senior Media Manager Andrew Molev Optimum Media Buying/OMD Russia Head Of Digital Department Anastasia Komrakova Optimum Media Buying/OMD Russia Manager, Digital Department

Nike: Don't let them stop you (case-study)

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Released:	September 2007
Avertiser:	NIKE
Agency:	NITRO
Country:	United Kingdom
Category:	Clothing & footwear
Tags:	Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (18.7 MB in .mov)

Credits:

Date Of 1st Implementation: 01/09/2007
Advertising Agency: NITRO, London, UNITED KINGDOM

Name Company Position
Olly Farrington Nitro Writer/Art Director
Neil Richardson Nitro Art Director/Writer
Paul Shearer Nitro Writer/Art Director
Paul Shearer Nitro Executive Creative Director
Tom Evans Nitro/Mook Creative Director (Digital)
Paul Shearer Nitro Director
Amy Sherwin Nitro Producer
Adam Brewster Nitro Designer
Jamie Boyd Nitro/Mook Designer (Digital)
Matt Jennings Nitro Account Director

Type of Media Date of 1st Implementation Media Placement
TV & Cinema Adverts - 3 Spots September Terrestrial Channels
Website September Online
Outdoor September Urban Centres
Press September Youth Titles
Instore/POS September Nike Stores
Events September Urban Centres

Describe the campaign / entry
Nike wanted to increase their sales in Russia - a market dominated by their competitors, who tend to use global corporate advertising.

So, instead of a normal ‘selling’ campaign, we started a wide initiative to connect specifically with Russian kids and get them playing sport.

To do this, we needed to get into their heads - and after much discussion with them, we realised they felt very restricted in their country.

Our solution, therefore, was to show them that sport could be a way to feel free.

Describe how the campaign / entry was launched and executed across each channel in the order of implementation.
Using the theme ‘Don’t Let Anything Stop You’ in a variety of media (TV, cinema, press, posters, ambient, retail - but above all, a Russian website) we encouraged them to fight through the barriers to play sport.

But more than that, we actively helped them through these barriers - by setting up special urban events and competitions, showing them how to find pitches and courts, and giving them new places to play.

Give some idea of how successful this campaign/entry was with both client and consumer.
The campaign led to a huge upturn in sport participation - not to mention web hits, sales growth, and increase in market share - with over 1500 kids at our urban events, and YouTube hits for our commercials at 200,000 and counting.

TIDE: Sheet (Простыня) cinema advertising

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Released:	August 2007
Avertiser:	TIDE
Agency:	Leo Burnett Moscow
Country:	Russia
Category:	Household maintenance & pet products
Awards:	Golden Drum 2007 TV Silver IDEA 2008 IDEA 2008 TV Bronze Epica Awards 2007 Golden Drum 2007 ADCR Awards 2008
Tags:	tv-spot , Work , Household maintenance & pet products , Award show winner , Наблюдения AdMe.ru , Creative review , Russian nominees to Cannes Lions 2008

View online or Download (original resolution) (3.5 MB in .mpg)

Credits:

Advertising Agency: LEO BURNETT MOSCOW , RUSSIA
Copywriter: Viktor Lander
Art Director: Alexandra Scherbovich
Agency Producer: Philipp Yakovlev
Account Supervisor: Irina Kulikova
Advertiser's Supervisor: Maxim Yermolayev
Production Company: POST PRO 18 , Moscow, RUSSIA
Editor: Mikhail Kudashkin
Date Of 1st Transmission: 09/08/2007
Advertising Agency: LEO BURNETT MOSCOW , RUSSIA

Synopsis
We created a spot with a clever art direction twist that transforms the movie theatre screen in to the symbol of the brand equity. To make it work better, we ran the spot last in the block of the ads and trailers, right before the feature.

GARNIER/L'OREAL: GARNIER COLOUR NATURALS

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Released:	August 2007
Avertiser:	GARNIER
Agency:	ZenithOptimedia
Country:	Russia
Category:	Cosmetics & beauty products
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: ZENITHOPTIMEDIA , Moscow, Moscow, RUSSIA, RUSSIA Advertising Agency: PUBLICIS UNITED , Moscow, Moscow, RUSSIA, RUSSIA Date Of 1st Implementation: 20/08/2007 Advertising Agency: ZENITHOPTIMEDIA , Moscow, RUSSIA Name Company Position Sacha Djokic L`Oreal General Director Of Mass Market Products Marina Dmitrieva L`Oreal Marketing Director Guzel Ichmatova L`Oreal Group Product Manager Victoria Prostyakova ZenithOptimedia Creative Media Director Julia Davydova ZenithOptimedia Media Group Head Svetlana Podchernyaeva Ways Media Sponsorship & PR Director Brian Dickinson Presentation Productions Director Type of Media Date of 1st Implementation Media Placement TV sponsorship 20/08/2007 Rossia TV channel Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. There are 52 million women living in Russia, every second dyes her hair. The competition is very strong. Colour Naturals - the main pillar in Garnier portfolio - has been the biggest investor in the category since 2004. However, it’s 2nd by market share and 3rd by brand awareness. Colour Naturals has strong positions in TV and press, however, return-on-investment analysis shows that TV is in the diminishing return field. Further investment there becomes less and less effective. Touchpoint research shows that advice is a very important contact in influencing purchase decision and increasing market share. All sources of advice are important, especially friends, stylists, salesperson, celebrity, It’s interesting to note that celebrities’ advice is more important in Russia compared to other countries. Furthermore, local celebrity advice is even stronger. We decided to use TV sponsorship as a means to capitalize the power of Celebrity advice. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. We developed the idea of Garnier Colour Naturals being an Official colourist of the Dancing on Ice show, BBC dance competition with celebrities’ participation. It was a figure skating competition featuring a galaxy of stars. Celebrity presenters, jury and 10 dancing couples each, a professional dancer paired with a celebrity. An official colourist title was the key. Colour Natural was an equal partner of the show. The sponsorship package included a studio decoration, branded jury, Garnier logo projection on ice, oral announcements, and sponsor spots during the program. The audience assumed that all participants were hair-dressed with Colour Naturals. We aimed building an association between the firework environment and the brand. And the show generated irresistible emotional appeal so important for the consumers, making people trust the brand. Show how the media idea travelled across different touch points and successfully reached the target audience. Touchpoints research is the most sophisticated and innovative tool. The tool enables a comparison of different points of contact between the category and a consumer including traditional media as well as others (word-of-mouth, advice and recommendations, promotions and in-store presence). It analyses their ability to influence purchase decision and grow market share. Although advice is usually a very important contact, it’s always difficult to deal with through media. The easiest, celebrity’s advice, is actively used by many cosmetic brands in their TV commercials. So, celebrity used in TV commercials alone was not enough to differentiate from competitors. Sponsorship and product placement were identified as the right field for differentiation. Touchpoints helped to identify the most potential contacts as well as measure the results and return-on-investments. Show how the execution maximised the value of the investment and generated business results The best show in 2007, generated huge PR, media results are 10% above planned. According to Touchpoints Colour Naturals it scored highest in Celebrity advice and Product placement contacts. Brands using celebrity in TV commercials alone haven’t achieved such strong results. Finally, increased market share & the highest growth for the category.

LEFUTUR GIFT SHOPS: TAKE IT EASY

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Released:	August 2007
Avertiser:	UNITED BRAND COMPANY
Agency:	Sauce
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Name Company Position Vladimir Gorshkov Sauce Director Of Design Studio Describe the brief/objective/goals. LeFutur’s corporate calendar aimed to communicate to VIP clients, of the network of gift shops, the major idea of the brand: unusual gifts for unusual people. So the calendar should be interesting and fun, and should help the recipient to decorate his area

STS CHANNEL, REALITY SHOW 'THE RING': BASEMENT

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Released:	August 2007
Avertiser:	СТС
Agency:	Shandesign
Country:	Russia
Category:	Publications & media
Tags:	Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (3.2 MB in .mov)

Credits:

Advertising Agency: SHANDESIGN, Moscow, RUSSIA

Advertiser: Телеканал СТС

Executive Creative Director: Yuri Pryalkin
Creative Director: Sergey Shanovich
Copywriter: Natalia Isakova
Art Director: Alexey Mikhailov
Agency Producer: Grigory Dikkert
Advertiser's Supervisor: Natalia Isakova
Production Company: METRAFILMS, Moscow, RUSSIA
Director: Natalia Demidova
Producer: Natalia Demidova
Lighting Cameraman: Evgeny Ermolenko
Editor: Olga Golikova
Editor: Sergey Shanovich
Post Production: Studio Motor
Music: Artist/Title: Yuri Pryalkin/The Ring
Date Of 1st Transmission: 31/08/2007
Advertising Agency: METRAFILMS, Moscow, RUSSIA

Synopsis
'The Ring' - a new reality show started in September 2007 on STS channel. It's a real quest-adventure. A visitor to one of Moscow's cafés will suddenly find a ringing mobile phone. The voice will say that the game has started.
In every game there are two participants. They don't know each other. But only together can they pass all the trials. They need to follow the instructions of the Voice on every matter and go through the game's levels. Speed, excitement and the desire to win will decide the fate of 250,000 rubles! This spot recreates a thriller/horror starring a young man in good 'Saw' style.

STS CHANNEL, REALITY SHOW 'THE RING': QUAY

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Released:	August 2007
Avertiser:	СТС
Agency:	Shandesign
Country:	Russia
Category:	Publications & media
Tags:	Russian nominees to Cannes Lions 2008 , Creative review

View online or Download (original resolution) (3.3 MB in .mov)

Credits:

Advertising Agency: SHANDESIGN, Moscow, RUSSIA

Advertiser: Телеканал СТС

BRANDY DUELISTES

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Released:	August 2007
Avertiser:	GROSSMART
Agency:	DEPOT WPF Brand & Identity
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: DEPOT WPF BRAND&IDENTITY , Moscow, RUSSIA Advertising Agency: DEPOT WPF BRAND&IDENTITY , Moscow, RUSSIA Name Company Position Alexey Fadeyev Depot WPF Creative Director Benjamin Benimana Depot WPF Art Director Describe the brief/objective/goals. Brief: The design for a brandy label. Solution: Normally brandy labels all look very similar. The creative idea was found by differentiating the bottle on the shelf. The packaging design should deliver the spirit of men competing. Who is stronger? Strong alcoholic drinks - one of the topics of competition for men.

COMILFO CHOCOLATES

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Released:	August 2007
Brand name:	COMILFO
Agency:	DEPOT WPF Brand & Identity
Country:	Russia
Category:	Baking & sweet foods
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: DEPOT WPF BRAND&IDENTITY , Moscow, RUSSIA Advertising Agency: DEPOT WPF BRAND&IDENTITY , Moscow, RUSSIA Name Company Position Alexey Fadeyev Depot WPF Creative Director Vadim Briksin Depot WPF Art Director Anastasiya Razumova Depot WPF Account Director Describe the brief/objective/goals. To create an outstanding packaging design for the exclusive set of chocolates under the Comilfo brand. The brand identity is based on the concept of an independent, self-sufficient woman of the 1920-40s. The main reason for purchase is a gift occasion.

HUGGIES NAPPIES: Tigra

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Released:	August 2007
Avertiser:	KIMBERLY CLARK
Brand name:	HUGGIES NAPPIES
Agency:	Sauce
Country:	Russia
Category:	Toiletries & pharmaceuticals
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Advertising Agency: CREATIVE AGENCY SAUCE , Moscow, RUSSIA Name Company Position Vladimir Gorshkov Sauce Director Of Design Studio Natalya Novikova Sauce Designer Describe the brief/objective/goals. The promo pack for Huggies Nappies had to achieve 3 goals: attract the attention of mums and children, protect the sample from damages and prolong the length of contact with brand. So, the promo package is made in the form of the cartoon character Tigra. It transforms into a metre measure ruler and wraps the nappy in a special way.

WHITE PANTHER VODKA

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Released:	August 2007
Agency:	TNC.BRANDS.ADS
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , ALCOHOLIC DRINKS , Creative review
Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Name Company Position Natalia Mesh TNC.BRANDS.ADS Managing Director Sergey Tsarkov TNC.BRANDS.ADS Chief Designer Describe the brief/objective/goals. To create a design for a new vodka brand for women. Women too drink vodka in Russia and there is a possibility to offer them a special brand and extend sales. Our audience is demanding and mature (women 35-40).

DEXTER: NEW BRAND IDENTITY

	See full size 1275x846 px
Released:	August 2007
Avertiser:	ZAO AVIA MANAGEMENT GROUP
Agency:	TNC.BRANDS.ADS
Country:	Russia
Category:	Transport, travel & tourism
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Name Company Position Natalia Mesh TNC.BRANDS.ADS. Managing Director Sergey Tsarkov TNC.BRANDS.ADS. Chief Designer Aleksey Zhuchkov TNC.BRANDS.ADS. Creative Director Veronica Danilova TNC.BRANDS.ADS. Strategic Director Varvara Shirina TNC.BRANDS.ADS. Account Manager Describe the brief/objective/goals. Our task was to create a new brand identity for an innovative aviation taxi service. Russia covers a huge area of land with some very bad roads, so this service is very much in demand for customers who need to travel long distances in the shortest possible time. This service is critical in regions where regular airline services are not available.

WRIGLEY'S: FLAVOUR TRANSFORMATION

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Released:	August 2007
Avertiser:	Wrigleys
Brand name:	Eclipse Fusion
Agency:	MEDIAEDGE:CIA
Country:	Russia
Category:	Baking & sweet foods
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: MEDIAEDGE:CIA RUSSIA , Moscow, RUSSIA Date Of 1st Implementation: 01/04/2007 Advertising Agency: MEDIAEDGE:CIA RUSSIA , Moscow, RUSSIA Name Company Position Natalia Sabirova Mediaedge:cia Strategic Planning Director Sergey Olenuyk Mediaedge:cia Media Group Head Type of Media Date of 1st Implementation Media Placement Outdoor 1 April 2007 Street banners, bus stop posters, Metro posters, sampling and ambient TV and Radio 16 April 2007 Perviy, Rossiya, STS, Domashniy, Sport, DTV, MuzTV, NTV, TNT, RenTV, 7TV, MTV Event 1 June 2007 Megapolis FM Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. Wrigley’s wanted to launch a new gum, Eclipse Fusion, and to communicate its unique product proposition: taste transformation from Mint to Watermelon. Eclipse’s competitors spend 95% of their media budget on TV, with little investment in outdoor. Gum segment is consolidated with 80% share of market split between top players. With such domination in the market it is a challenge to launch a new gum. In light of these challenges, the media mix was driven by outdoor - our target audience are highly mobile urbanite, innovators and would be engaged by creative and new out-of-home communication. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. The hi-tech and inventive outdoor formats were all based on transformation, and so were ideal to illustrate the change in flavour. Consecutive street banners each had different messages. New bus stop poster technology had a top layer of stickers with a mint image which could be removed by the public to reveal a watermelon image. On the Metro, mint and watermelon posters were on adjacent doors fusing as they closed. Sampling and ambient solutions were employed at a nightclub event targeting the urbanites. Show how the media idea travelled across different touch points and successfully reached the target audience. We wanted to use television for brand awareness, but innovators are light watchers of TV. As our target audience are highly mobile (60% use public transport once a week) we communicated with them as they travelled. Targeting consumers as they were on the road, waiting for a bus, on the Metro or out clubbing. At each of these places the outdoor format represented the taste transformation. Show how the execution maximised the value of the investment and generated business results The client sold their predicted annual volume in their first month alone! Brand Awareness increased by 125% As the posters had all their stickers removed within three days the public engaged (literally) with the ad. Indeed these stickers were seen on commuter’s bags proving that the campaign resonated.

IKEA: Girl / Девочка

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Released:	July 2007
Avertiser:	IKEA
Brand name:	ikea
Agency:	Instinct
Country:	Russia
Category:	Home appliances & furnishings
Awards:	Moscow Festival 2007 Bronze Kyiv Festival 2008 Kyiv Festival 2008 TV Silver
Tags:	tv-spot , Household maintenance & pet products , HOME APPLIANCES & FURNISHINGS , Work , Новости , Award show winner , Russian nominees to Cannes Lions 2008 , Creative review , Empressive IKEA ads , Empressive collection of IKEA ads

View online or Download (original resolution) (2.7 MB in .mpg)

Credits:

Advertising Agency: INSTINCT , Moscow, RUSSIA
Creative Director: Yaroslav Orlov/Roman Firainer
Copywriter: Alexey Meshkov
Art Director: Mikhail Koshelev
Agency Producer: Roman Jirnikh
Account Supervisor: Tatiana Rudakova
Advertiser's Supervisor: Polina Pashkevich
Production Company: BAZELEVS PRODUCTION , Moscow, RUSSIA
Director: Joachim Bach
Producer: Irina Pavlova
Lighting Cameraman: Pavel Edelman
Editor: Nikolai Bulygin
Post Production: Bazelevs
Date Of 1st Transmission: 08/08/2007
Advertising Agency: INSTINCT , Moscow, RUSSIA

Synopsis
This spot was shot for IKEA Catalogue campaign which we called “The book of your future home”.

The story is styled as a mystery movie. A little girl with strange eyes keeps on telling her mother that “everything is going to change soon”. At the end we discover that the source of those changes is the IKEA Catalogue, in which everybody can find lots of smart and stylish home solutions.

REXONA FOR MEN DEODORANT:

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Released:	July 2007
Brand name:	REXONA MEN CRYSTAL
Agency:	INITIATIVE MOSCOW
Country:	Russia
Category:	Personal effects - including perfumes, tobacco & luxury items
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: INITIATIVE MOSCOW, RUSSIA Date Of 1st Implementation: 15/04/2007 Advertising Agency: INITIATIVE MOSCOW, RUSSIA Type of Media Date of 1st Implementation Media Placement OOH campaign, citi-formats, crossroad banners 1st June 2007 7 biggest cities TV sponsorship 15th April 2007 Pervy channel Internet 18 June 2007 5 affinitive sites Press, advertorials Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. When men's extension of Rexona (Sure) appeared on the Russian market in 2002, it had already existed as a women's brand for 6 years. The key problem: consumers didn't consider Rexona as a brand for men despite of plenty of direct advertising. In addition men's audience has low TV viewing which is skeptical to advertising. Often women buy deodorants for men. Goal: create an image of Rexona as a brand for men among the difficult to reach men's audience, but at the same time not to avoid women. Insights: Men like sport and fighting, women are keen on celebrities’ life. Integration into the program helps to avoid skepticism to advertising.We decided to abandon spot placement for the launch on a new extension-Rexona Men Power and chose sponsorship of “King of the Ring” -celebrities boxing reality show. The sponsorship project became the basis for communication in other media Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. For the first time in Russia we used 3D integration into the program. Key unit of sponsorship integration was animated full-height 3D personage - Rexona spray can, which accompanied boxers to the ring, interacted with them, and supported them during the program. 3D personage made brand “alive” and close to the consumers. Participation in boxing strengthened masculine attributes of the brand. Other Rexona integrations in the program supported the communication: Logo on entrance boards when boxers come out to the ring, Arena screen, Program idents. Images of 3D personage and other attributes of the show were used in the multimedia campaign which started just after the show: OOH in biggest cities, Internet game and banners, Articles in men’s magazines. Media mix of the promo campaign was optimized by specially created tool to achieve maximum cover across combination of media within minimum budget. Show how the media idea travelled across different touch points and successfully reached the target audience. Men - passion for boxing, sports and winning: integration into boxing show, promo mechanics built on winning in “King of the Ring” internet game. Women - passion for celebrities: participation of celebrities in the show, use of celebrities images in promo, additional PR media coverage of celebrities that participated in the show. All people passionate for entertainment and big scale events: We run this new big project on the biggest Russian TV channel – Pervy channel. Broadcast Saturday 21:20 – most popular “home entertainment” time. Program got TVR 7.19 for Men 25-35 (3 times higher than average of the channel). Massive support of the new show in media. All skeptics of direct advertising. Deep integration into the program without direct advertising, attention to new technology used (3D). Show how the execution maximised the value of the investment and generated business results 3,725,000 Men 25-35 (70% of TA) saw the show. After the campaign Rexona Men Power took the second place in the portfolio of Rexona aerosols. “Trial” index for Rexona Men grew by 26% (Milward Brown). After 1st month of the communication sales grew+ 68%, after 2nd + 80%.

Russia. The Door is Open

Stills from video click to enlarge

Released:	June 2007
Brand name:	Сочи-2014
Agency:	FCB MA
Country:	Russia
Tags:	tv-spot , Work , Олимпийские Игры , Personal effects - including perfumes, tobacco & luxury items , Бизнес , News , Правда в глаза , Новости , Russian nominees to Cannes Lions 2008 , Creative review

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Credits:

Advertising Agency: FCB MA , Moscow, RUSSIA
Executive Creative Director: DTV-MA Production House
Copywriter: Rupert Wainwright, Lee Nelson
Account Supervisor: Oleg Volkosh, Victor Galkov
Production Company: DTV-MA PRODUCTION HOUSE , Moscow, RUSSIA
Director: Rupert Wainwright (USA)
Producer: Misina Oxana (DTV-MA), Alekseev Victor (DTV-MA), Lee Nelson
Lighting Cameraman: Jeffry Kimbell (USA)
Editor: Anatoly Konoplin
Post Production: DTV-MA Production House
Music: Artist/Title: Alexander Voitinsky
Date Of 1st Transmission: 03/05/2007
Advertising Agency: DTV-MA PRODUCTION HOUSE , Moscow, RUSSIA

Synopsis
Russia has an almost 100 year commitment to the Olympic Moment. It is one of the great winter sports powers and has an opportunity for the first time ever, to bid and play host to the 2014 Winter Games. We wanted to welcome the International audience to ‘the new Russia’ and show our strong commitment to hosting the Olympic and Paralympic Winter Games in Sochi in 2014. As a result of this and other Sochi 2014 campaigns, the International Olympic Committee has designated Sochi as the host city of the 2014 Olympic and Paralympic Winter Games.

SAFETY BELTS

Stills from video click to enlarge

Released:	May 2007
Agency:	YesTasteWinNow
Country:	Russia
Category:	Public awareness messages
Tags:	tv-spot , Social Advertising , Creative review , The most horrible and shocking ads , Russian nominees to Cannes Lions 2008 , Work

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Credits:

Advertising Agency: YesTasteWinNow , Moscow, RUSSIA
Executive Creative Director: Prodchenko Alexandr/Prodchenko Slava
Copywriter: Manyakhin Dmitry/Shiabauer Alexander/Kuzyomin Eugene
Art Director: Bazhenov Alexander
Account Supervisor: Salov Andrew
Production Company: FIBRE FILM PRODUCTION , Moscow, RUSSIA
Producer: Filikov Alexis
Editor: Politik Sergey
Date Of 1st Transmission: 15/06/2007
Advertising Agency: YesTasteWinNow , Moscow, RUSSIA

Synopsis
The reel drags the viewer into the child’s state who is playing with her toy with no interest. The sharp outlet from the girl’s micro world into the occurred tragedy makes the viewer feel how horrible the situation is. She is too young to understand what has happened. The girl survived due to the safety belts while her parents died. The packshot where the dead bodies of her parents are fastened to the gurney says: “Fasten your seat belts, otherwise you will be fastened!”

You Internet / Твой Интернет

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Released:	May 2007
Avertiser:	ОАО «ТКТ»
Brand name:	Твой Интернет
Agency:	Небо
Country:	Санкт-Петербург
Awards:	IDEA 2008 IDEA 2008 TV Bronze ADCR Awards 2008
Tags:	Commercial public services , INTERNET SERVICE PROVIDERS , tv-spot , Work , Новости , Award show winner , Russian nominees to Cannes Lions 2008 , Creative review

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Credits:

Advertising Agency: NEBO, St Petersburg, RUSSIA
Executive Creative Director: Studio MillHouse
Creative Director: Vladislav Makarov/Natalia Smelova
Copywriter: Mikhail Smirnov
Art Director: Vadim Zigangirov
Agency Producer: Elena Belkova
Account Supervisor: Elena Selina
Advertiser's Supervisor: Elena Pasnjuk
Production Company: DALEX, St. Petersburg, RUSSIA
Director: Sergej Scherbin
Producer: Ivan Gavrilov
Lighting Cameraman: Andrei Vakorin
Post Production: Postproduction.ru
Music: Artist/Title: Alexej Yakovel
Date Of 1st Transmission: 25/04/2007
Advertising Agency: NEBO, St Petersburg, RUSSIA

Synopsis
Tvoi Internet (high-speed connection provider) doubled the connection speed and therefore one must be careful loading files because the loading is very fast now.

МТА (Moscow Translation Agency): Mark Twain Autograph

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Released:	April 2007
Avertiser:	Moscow Translation Agency
Brand name:	Festival
Agency:	Максима
Country:	Russia
Category:	Commercial public services
Awards:	Golden Drum 2007 Press Gold , Moscow Festival 2007 , Moscow Festival 2007 Silver , IDEA 2008 , IDEA 2008 Grand Prix , Golden Drum 2007 , ADCR Awards 2008
Tags:	Award show winner , Text line localization , News , Advertising Market , Creative review , Russian nominees to Cannes Lions 2008
Advertising Agency: MAXIMA COMMUNICATION GROUP, Moscow, RUSSIA Executive Creative Director: Dmitry Avdeenko Copywriter: Alexander Ovsyankin, Tatiana Sosnitskaya Art Director: Oleg Panov, Denis Popenkov Type Of Ad: Newspaper Date of First Appearance: 27/04/2007 Advertising Agency: MAXIMA COMMUNICATION GROUP, Moscow, RUSSIA

MILAN HOTEL: PASSION FOR HOSPITALITY

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Released:	April 2007
Agency:	Articul Media
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: ARTICUL MEDIA , Moscow, RUSSIA Executive Creative Director: Egor Aristakesyan Copywriter: Egor Aristakesyan Account Supervisor: Marina Artsybusheva Typographer: Vyacheslav Pikulsiy Type Of Ad: Newspaper and Magazine Date of First Appearance: 20/04/2007 Advertising Agency: ARTICUL MEDIA , Moscow, RUSSIA

PEPELIEV GOLTSBLAT AND PARTNERS: INVITATION

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Released:	April 2007
Agency:	TNC.BRANDS.ADS
Country:	Russia
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Advertising Agency: TNC. BRANDS. ADS. , Moscow, RUSSIA Name Company Position Sergey Tsarkov TNC.BRANDS.ADS Chief Designer Aleksey Zhuchkov TNC.BRANDS.ADS Creative Director Veronika Danilova TNC.BRANDS.ADS Strategic Planning Dmitry Chelnokov TNC.BRANDS.ADS Pre-Press Varvara Shirina TNC.BRANDS.ADS Account Manager Natalia Mesh TNC.BRANDS.ADS Project Supervisor Type of Media Date of 1st Implementation Media Placement Direct marketing 10/04/2007 Moscow, London Outcome The concept attracted lots of attention creating a memorable image for the company amongst a conservative competitive set and made it lively, amusing and attractive. The cartoon lawyer became so popular that it has become a constant focus for all communication materials for PG&P and is now acknowledged as a truly unique brand character. Entry Description Pepeliev Goltsblat and Partners is one of the leading Russian legal companies, providing a range of services to big foreign companies. With the design of an invitation for a series of seminars - for foreign companies and legal firms - we wanted to introduce a new graphic style and visual language for PG&P. We wanted to communicate that our Client has a truly impressive record of working in Russia, which is still perceived as a “Territory of Risk” Entry Speciality The potential customer would receive the small box with the message "Deal with people who know Russian law" and a illustrative character on the lid, which personalises the “wise old bird” lawyer. On opening the box the next part of the message reads “or you can do it yourself” with a free piece of medical plaster. This is offered for those who choose to face the potential damages of “the hard way”. On the base we placed an invitation for the seminar where customers will get to learn about the challenges they could face in Russia - without an experienced Russian legal partner.

IKEA: Line / Очередь

Stills from video click to enlarge

Released:	April 2007
Avertiser:	IKEA SWEDEN
Brand name:	Товары для дома IKEA
Agency:	Instinct
Country:	Russia
Category:	Home appliances & furnishings
Awards:	Moscow Festival 2007 Bronze IDEA 2008 IDEA 2008 TV Bronze
Tags:	tv-spot , Work , News , Наблюдения AdMe.ru , Favourite , Award show winner , Russian nominees to Cannes Lions 2008 , Creative review , Empressive IKEA ads , Empressive collection of IKEA ads

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Credits:

Advertising Agency: INSTINCT , Moscow, RUSSIA
Creative Director: Yaroslav Orlov/Roman Firainer
Copywriter: Daniil Ostrovski
Art Director: Igor Ivanov
Agency Producer: Roman Jirnikh
Account Supervisor: Tatiana Rudakova
Advertiser's Supervisor: Polina Pashkevich
Production Company: BAZELEVS PRODUCTION , Moscow, RUSSIA
Director: Joachim Bach
Producer: Irina Pavlova
Lighting Cameraman: Pavel Edelman
Editor: Nikolai Bulygin
Post Production: Bazelevs
Date Of 1st Transmission: 20/03/2007
Advertising Agency: INSTINCT , Moscow, RUSSIA

Synopsis
We are responsible for those we tamed. Bullshit, this is complete bullshit! Of course, we tamed the sheep. Every night they used to come to our bedrooms and we counted them to fall asleep. But now that we have IKEA mattresses we don’t need them any more. And, you know, I don’t care at all what is going to happen with jobless sheep. The main thing that with IKEA mattresses I fall asleep immediately and sleep well.

Western Union: THE WAY TO HOME!

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Released:	March 2007
Avertiser:	WESTERN UNION
Agency:	MediaVest
Country:	Russia
Category:	Commercial public services
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: MEDIAVEST , Moscow, RUSSIA Date Of 1st Implementation: 05/03/2007 Advertising Agency: MEDIAVEST , Moscow, RUSSIA Name Company Position Berezovskaya Irina MediaVest Special Projects&Sponsorship Director Krause Marina MediaVest Media Director Potapova Angelina MediaVest Media Planner Type of Media Date of 1st Implementation Media Placement TV campaign 5 March 2007 Pervy Channel (national) Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. We integrated WU into highly emotional popular TV program “Wait for Me”. The main concept behind this TV program is to search for lost people around the world. The program is broadcasted in Russia, CIS countries, Israel, Europe and the USA. Our strategy was to add tangible value to the program via real help to people. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. WU ensured money transfers to loved people abroad who are in trouble and helped them come back to home, to their families! With each money transfer we send more than money – help, hope, love… Show how the media idea travelled across different touch points and successfully reached the target audience. Russian senders: residents of Russia, senders from city to city within the country (Intra). Senders from Russia to CIS, Europe, USA. Immigrants living abroad. Show how the execution maximised the value of the investment and generated business results Client feedback: “It worked perfectly well” due to excellent TA response: 39% TV commercial ad recognition among senders in Russia – for the ad placed in Wait for Me +16% in 2006-2007 TV advertising awareness in Russia (senders)

Tide: PENETRATING BOOKMARK

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Released:	February 2007
Avertiser:	PROCTER &GAMBLE
Brand name:	TIDE DETERGENT
Agency:	LEO BURNETT
Country:	Russia
Category:	Household maintenance & pet products
Awards:	Moscow Festival 2007 , Moscow Festival 2007 Gold
Tags:	Russian nominees to Cannes Lions 2008 , ambient , Direct marketing , Creative review
Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Date Of 1st Implementation: 01/10/2007 Advertising Agency: LEO BURNETT MOSCOW, RUSSIA Name Company Position Mikhail Kudashkin Leo Burnett Moscow Creative Director Arina Avdeeva Leo Burnett Moscow Copywriter Vera Karpova Leo Burnett Moscow Art Director Irina Kulikova Leo Burnett Moscow Account Director Type of Media Date of 1st Implementation Media Placement Bookshop 1 October 2007 Dom Knigi Describe the communication goal for this entry and show how your innovative media strategy represents a new, consumer insights based approach. Women’s “Romance Novel” sections in bookshops are the places where our target audience can be reached in an uncluttered environment, at a relatively low cost. Show how the creative execution enhanced the overall impact of the effort and engaged the consumer. We created Tide Bookmarks to be inserted into bestselling Women’s ”Romance Novels”, providing a metaphor for our target to better appreciate the benefits of new Tide cleaning formula that penetrates deep between the layers of fabric and gets rid of the most severely ingrained dirt. Most people keep the bookmark in front of their eyes while reading, so, along with surprising context, long lasting contact allows rising penetration and facilitates conversion. Show how the media idea travelled across different touch points and successfully reached the target audience. Special placements in bookshops proved to be attractive, more engaging and captivating to the target audience. Show how the execution maximised the value of the investment and generated business results Proved to be cost effective: CPT - $ 3.8; it is more than 4 times lower than in standard Print Magazines: CPT - $16. Generated word of mouth and free PR.

STRIP BAR POLAR BEAR

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Released:	August 2006
Agency:	Perviy Million
Country:	Russia
Category:	Entertainment & leisure
Tags:	Russian nominees to Cannes Lions 2008 , Creative review
Advertising Agency: PERVIY MILLION , Moscow, RUSSIA Advertising Agency: PERVIY MILLION , Moscow, RUSSIA Name Company Position Vladimir Podvorniy Perviy Million Art-Director/Designer Describe the brief/objective/goals. Create a simple and identifiable sign for the bar "White Bear".

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