|Industry||Restaurants, Pubs & Bars, Cafe|
|Media||Ambient, Case study|
|MIAF Awards 2010|
|Advertising campaigns||Financial services and insurance||Third place|
Credits & Description
Challenge A famous producer Fedor Bondarchuk opens “Paparazzi” restaurant in Ekaterinburg. It is necessary to attract attention of stylish and well-to-do young people. Solution We chose several dozens of young trendsetters (DJs, broadcasters, bloggers and clubbies). Professional paparazzi were following them during a week secretly making photos. Five days before the opening those followed received envelops with their photos and invitations and the picture of Bondarchuk with camera reading “Paparazzi in the city”. Result Astonished trendsetters spread the news among acquaintances, broadcasted and placed that in blogs. Thanks to the trendsetters we got free media to the amount of about 200 000 dollars, and “Paparazzi” restaurant still keeps the image of the most fashionable place in the city.