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

H-01-01. Cleaning up with Voroniny

AgencyInitiative Russia
Creative headNone
Author of ideaJames May
ProductDomestos, Cif and Glorix
DescriptionThe brief: “win gold” for three brands with no news in a low interest category. Thinking “outside the box” we concentrated ON the box. Phil Rosenthal, “We all love Raymond’s” creator, redeveloped the show “Voroniny” for Russia and we considered Product Placement. But killing germs isn’t great comedy. Instead we did ‘People Displacement’ taking lead characters OUT of Voroniny and INTO adland in 5 spots echoing the show’s style. Running in breaks around each episode we engaged our audience with a complete household cleaning solution. We achieved our best-ever market share, 23%, literally ‘cleaning up’ with Voroniny.
Team membersMarina Zinovieva (Account Director)
Alexey Beloberodov (Media Group Head)