|Media||Outdoor, Billboard, Poster, Transportation & Vehicles|
|Agency||Lowe Adventa Moscow|
|MIAF Awards 2011|
|Print advertising||Social advertising||Second place|
Credits & Description
Problem: life expectancy for men in Russia is 57 years old. Most premature deaths are related to alcohol consumption. Challenge: Convince 40 to 60-year old men to stop drinking without resorting to shocking images of the consequences of alcohol consumption, since they are already experiencing these things in their own lives. Solution: Our target audience grew up in Soviet times, accustomed to a single form of communication – illustrated posters. We invited an illustrator specialized in Soviet illustrations to repaint the most famous Soviet poster 57 years later, showing what would happen to the iconic man who refuses to drink. We show the man in the same position and with the same attribute. He’s older, but alive, healthy and with his family around him. The headline adds to the original “NO!”, but saying “The more you say “no”, the more you will live. Execution: to be in line with the creative idea, we chose to use wall posters as the main advertising tool. To increase the message’s effectiveness, we hung the posters in hospital waiting rooms, where the target audience’s awareness of the problem is heightened and where they are normally surrounded by their own families.