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-08-12. YandexDirect. Value each word

AgencyFastway
Creative headAlexei Lavrentiev
Author of ideaAlexei Lavrentiev, Ilya Solovyov, Max Tuzhakaev
ProductYandex Direct
DescriptionSituation:

People using Yandex.Direct know that it is an obvious efficient advertizing tool. But the emotional component of their work equals zero. No romance.

Task:

Make people using Yandex.Direct fall in love with both - the service and their work. Make top managers of the companies put an imaginary tick at "I’m doing it right cause I’m using Direct, that’s cool, I’m the man, it’s awesome".

Solution:

Raise love to the word to the power of pleasant absurdity.
Team membersAlexei Lavrentiev, Ilya Solovyov, Max Tuzhakaev, Kristina Yanovskaya, Georgiy Toudze