Nuts Outdoor BOOKS by Brandnew Design, J. Walter Thompson Moscow

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Industry Bars
Media Outdoor, Billboard, Poster, Transportation & Vehicles
Market Russia
Agency Brandnew Design
Agency J. Walter Thompson Moscow
Art Director Andrey Shtapauk
Copywriter Andrey Kashtanov, Mikhail Kovalev|Ivan Chimburov
Account Supervisor Ekaterina Kazakova
Typographer Alexander Medvedev
Released January 2012

Credits & Description

Category: Small Scale Special Solutions
Advertiser: NESTLÉ ROSSIYA
Product/Service: NUTS CHOCOLATE BAR
Agency: JWT RUSSIA
Agency: BRANDNEW
Chief Creative Officer: Ivan Chimburov
Creative Director: Andrey Shtapauk
Copywriter: Ivan Chimburov/Andrey Kashtanov
Art Director: Andrey Shtapauk
Typographer: Alexander Medvedev
Account Supervisor: Ekaterina Kazakova
Advertiser's Supervisor: Nikhil Chand
Account Manager: Daria Brazhnikova/Olga Pototskaya
Planner: Andrey Slepchenko
Account Manager: Daria Brazhnikova/Olga Pototskaya
Planner: Andrey Slepchenko

English Translation of Main Headlines
Book title: How To Enjoy Hard and Low Paid Job
Bookmark: Or... Charge Your Mind (with Nuts)

Ambient Execution Description
HOW TO ENJOY HARD AND LOW-PAID JOB
The “books” with such a title were seeded at café/canteens, Universities, and Moscow subway – the places our TA visits regularly. There were 3 colorful versions of covers and a bookmark suggesting ‘Or… Charge Your Mind’ with NUTS.
That was a provocation: physical jobs are not aspirational today in Russia; an office position is a dream. No late-teenager wants to work physically – hence one has to be in the University and regularly pass the exams or you can lose everything.
We remind our TA of their potential choice: It either you “charge your mind” and stay at the University – or “enjoy hard job”.
(It was a part of a bigger brand campaign and the sales for February-March 2012 increased +5%, comparing to 2011, core image attribute for NUTS “stimulates brain activity” grew by 3,9%)