G-01-33. Moriamin. There will be no replay button.

Agency	Adpro Ukrainian Partner of isobar
Creative head	Tomas Gruzdys
Author of idea	Tomas Gruzdys, Mila Krutchenko
Product	Moriamin (amino acids complex, keeping health, beauty and vital activity).
Description	Situation Agency’s task was to launch totally unknown category of amino acids in Ukrainian market. Female TA has no need for the product. To secure successful Moriamin launch, we had to stress its significant impact on day-to-day life on the example of ordinary woman. Insight For long 75 years women had no opportunity to choose their way of getting older. Almost all of them became grandmammas with kerchiefs on their heads sitting on the benches near blocks of flats. «I don`t want to grow old like my Mom» Idea Every modern post-Soviet female is aware of 2 life scenarios: to become grandma on the bench near house or remain active, like Europeans. Solution We created interactive video-site, which shows TA how its life will look with and without Moriamin. In both cases it’s a long life, but with Moriamin web-site heroes live it to the full and without Moriamin life just passes by.
Team members	Ksenia Babankova – Art Director Mila Krutchenko – Senior Strategic Planner Artem Brin – Designer

http://www.moriamin.ua

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