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-07-01. AXE vs. NMD (infographics)
| Agency | Escape Digital Marketing Group |
| Creative head | Lyosha Novikov |
| Author of idea | Escape Digital Marketing Group |
| Product | AXE deodorant |
| Description | AXE vs NMD (UA acronym of “No place to go”), animated infographics The young guys’ eternal problem is lack of a place to bring a girl to. Parents at home and crowds of neighbors at dormitories won’t let them get in private with HER. But for AXE brand there are no girls problems! The campaign is about how brand AXE has helped guys to solve their main personal problem - "where?". For solving this problem we organized the mysterious NMD Club (UA acronym of “No place to go”). All young cute guys who "had no place to go" became members of our Club automatically. Campaign “AXE vs NMD” we’ve conducted in two stages: 1) Teaser - we focused on the problem and got the NMD Club founded 2) Reveal – we proposed a solution: the dream apartment for six months for those who performed the tasks of the contest and was excluded from the club first. The main objective of the teaser stage was to draw attention to the project and to focus on the problem. To do this, we used the following tools: - Print (the most affinitive channels); - Banner and context advertising; - Website stubs ; - Social platforms for NMD. Banner campaign and communities in social networks led to the teaser website. The main page of this site contained animated infographics, which explained what the "NMD Club” was in quite. |
| Team members | Lyosha Novikov - Creative Director Aleksey Kondakov - Art Director Anna Launets - Senior Copywriter Aleksandr Nichiporchuk - Designer Elizabeth Vnukova - Designer Anton Pustovoy – Copywriter Dariia Nagornaya - Director Of Web Development Oksana Ovsyannikova - Project Manager |
