
Agency	Orta Agency
Creative head	Alexey Safronov
Author of idea	Alexey Safronov
Series	Fellowes
Product	shredder
Description	Orta Agency has developed a creative advertising for the Russian office of Fellowes. The Fellowes company is a leading global producer of office goods, that operates in more than 80 countries, including Russia. In our country, the company is mainly interested in developing the market, as the need for such products here has not yet developed as widely as abroad. Thus the creative advertising campaign was aimed to realize two goals at the same tine – create demand for such type of products as shredder and to promote the Fellowes brand. The solution was found by a detailed analysis of the brand's audience. By results of the research the agency determined one of the core values of the Fellowes’s CA that goes completely with the brand’s values. The need for security and safety in the workplace became the basic idea of the creative advertising campaign. The complex message was created that simultaneously presented Fellowes as a unique developer of innovative technical solutions for the office and as a legislator of regulations in the field of paperwork. So, the main message of the campaign doesn’t only create a demand for shredders as a product category, but it ties their image in the minds of the audience with a specific brand. As a promotional production Orta Agency has created a series of educative posters. By comparing a problem situation (without using Fellowes) and a normal situation (using Fellowes), the posters are highlighting a negative impact of waste baskets and a favorable outcome of shredders. Advertising describes both situations, offering the consumers to choose what they like. All the situations created within a campaign are combined by a slogan "Fellowes is a problems’ breaker." As a part of creative advertising for Fellowes was used the data of VTsIOM’s survey on paperwork features in Russia. According to the study, the majority of Russian employees (75%) use scrap baskets within their work with documents, instead of 63% of them violate their own beliefs about the unreliability of such way, that poses a threat to their security. Totally the agency created nine situations for Fellowes that will be used in the outdoor ads, in the internet and other advertising in 2012-2014.
Team members	Alexey Safronov Yulia Butenko Maxim Inorokov Ira Kayukova

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