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-05-26. New Year Firecrackers
| Agency | TDI Group |
| Creative head | Artem Cheley |
| Author of idea | TDI Group |
| Product | Ministry of Emergencies of the Republic of Belarus |
| Description | During the Pre-New Year period the number of injuries to school age children dramatically increases because of negligent use of firecrackers and other fireworks. Task: • To warn teenagers against and remind them of the consequences of firecrackers negligent use. • To urge teenagers stop using firecrackers. • To decrease the number of accidents connected with using pyrotechnics. • Target audience: school age teenagers • From 10 to 18 years old. Under age teenagers buy firecrackers more often than others, and they tend to buy firecrackers on the black market. Such firecrackers are of low quality, so they are really dangerous. Idea: Every time when you agree to buy firecrackers on the black market, be ready to stay without fingers. Solution: Hand-shape advertisement with tear-off phone numbers, where tear-off labels with telephone numbers make fingers of the hand. When the person interested in the offer tears off a label with telephone number, the person tears off a finger. In such a manner we clearly demonstrate the risk of injury, which may be caused by the use of firecrackers. Placement: Advertisements were placed in schools, youth centers and places popular among children under age. Results: • The advertisements were placed in 2 500 Belarusian schools. • The project was covered by regional television channels. • The news about the project was covered by various Internet resources, including the most popular resource of the country – TUT.BY. During the period of boards placement more than 500 teenagers called the specified telephone number. These teenagers were explained why using firecrackers is dangerous. |
| Team members | Artem Cheley – Creative Director Anna Tishkevich - Copwriter Miroslav Stroganov – Copywriter Nadezhda Shonina – Designer |
