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-02-04. USING ARMY IN OUTDOOR
| Agency | Red Pepper |
| Creative head | Danil Golovanov |
| Author of idea | Danil Golovanov |
| Product | "it's my city" city blog |
| Description | 1/ PROBLEM Walking on the Russian streets sometimes is not safe, especially for hipsters. Regular fights, thefts, violence. The city blog itsmycity.ru decided to draw the attention of society and authorities to this problem. 2/ SOLUTION To protect hipsters, we developed outdoor-campaign and implemented it using the main power of the country - the Russian army. In Russia, the parade of the military equipment is held at the 9 of May every year. A rehearsal is held every day in 2 weeks before the parade, when hundreds of tanks are going to the main streets of the city. We calculated the route of rehearsals in advance and marked the most dangerous places for hipsters. Then we hung banners that meant - hipsters made a revolution and finally won the right to walk in those dangerous places. 3/ RESULTS Photos immediately spread into internet. More than 200 references in the media (120000 $ earned media). The percentage of street fights dropped by 75%. A traffic of the portal “itsmycity.ru” has increased by 350%. Thanks to the campaign, a strolling in Yekaterinburg became more safety, and most of the hipsters had changed their attitude towards the history of the Russian army. |
| Team members | Nikita Harisov, Creative Director Ivan Sosnin, Copywriter Irina Korotich, Art Director Evgeny Harchenko, Video Production |
