A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS
G-06-29. "Heartburn Award"
| Agency | Progression agency |
| Creative head | Mitya Keshishev |
| Author of idea | Anastasia Bandrina |
| Product | Gaviscon |
| Description | The campaign creative idea is in the unusual platform choice and in the fact that medical information was provided in an entertaining format (how the medication works, its efficiency and safety) It is a known fact that 50% of the population suffer from heartburn, most of them being women. Also knowing that they spend a lot of time on women's sites watching celebrity lives, we chose the popular website Woman.ru and offered users to sum up 2012 and vote for the people and events that gave us heartburn - both literally and metaphorically - throughout the year. The voting took place in 4 nominations: “Sugary Couple”, “Gorgeous event”, “Drop-dead look” and “The Fires of Fame”. Users could vote using "Likes" (Facebook, Vkontakte, Odnoklassniki), which showed up on their profiles and in their friends' newsfeeds, which gave the campaign additional viral effect. The host was a seductive fireman, already familiar from the Gaviscon commercials, who told the audience about Gaviscon's benefits in an entertaining format. Users could also view an infographic about how the medication works. |
| Team members | Mitya Keshishev - CCO Progression Anastasia Bandrina - Creative Group Head Alexander Kuprin&Ostankova Daria - Strategy Vlad Tuytyunikov - Digital art-director Vladimir Veretennikov - Art-director Anton Basistov - Designer Dmitry Rakhmanchuk - Copywriter Management&Production: Lavrookhina Svetlana - Account Director Manoylo Tatyana - Account manager Surenskaya Olga – Media manager Maguseva Vera – Media manager Blokhin Eugeniy – Digital producer Tribunsky Grigoriy – Post-production producer. |
