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
C-17-03. Birdhouse for rent
| Agency | LIFT |
| Creative head | Ivan Dzivakovskiy |
| Author of idea | Dmitriy Pint |
| Product | Website ДОМВНАЕМ.РФ, providing service for direct (without middleman) habitation rent |
| Description | Often fly south? Make money out of your home! Now an apartment isn’t empty place! * The website ДОМВНАЕМ.РФ, providing service for direct (without middleman) habitation rent, has been launched in Yekaterinburg. Task: Having a catastrophically low budget it is necessary to attract progressive owners of dwellings, who rent their apartments or other living spaces. Solution: Audience, which we addressed, doesn’t accept settled lifestyle. They’re like birds: constantly flying away somewhere, leaving their places empty. We’ve decided to make a good use of the «migration» subject and to do it in a non-standard way with a standard medium. On the 1st of April, the International Birds Day, we placed a giant birdhouse on a billboard alongside the main pedestrian street of the city. Thanks to skills of street artists, the birdhouse turned into a real piece of art. The main gimmick of it was an effect produced by a built-in motion sensor. When a man came to the certain spot marked by the rug with the pictured smile on it, the light went out inside the birdhouse. In this particular moment the central message «Now an apartment isn’t empty place!*» took on a new meaning. Result: More than 50.000 men have seen the birdhouse personally and more than 150.000 via news websites so far. After the start of campaign, the number of people willing to rent living places via ДОМВНАЕМ.РФ has been growing every day. * In Russian the expression «empty place» also has a meaning «mere nobody». YouTube video: www.youtube.com/watch?v=g5B_TAzbVek |
| Team members | Ivan Dzivakovskiy - Creative Director; Dmitriy Pint - Copywriter; Alexander Smotritskiy - Producer (ДОМВНАЕМ.РФ); Tim Nevidim - Designer; Mike Dryomin, Alexandra Zhukova - Art Production. |
