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-17-14. Myth Snow Beds
| Agency | Leo Burnett Moscow |
| Creative head | Mikhail Kudashkin |
| Author of idea | Leo Burnett Moscow |
| Product | Myth Laundry Detergent |
| Description | Frosty freshness is a benefit that Russian women seem to have always been seeking. This is why on freezing winter nights they hung their linen outside to dry. Making it its key benefit, the famous Russian detergent Myth became one of the most successful brands in Russia. But as time passed, the Myth frosty freshness benefit lost its freshness. The challenge was to help a brand synonymous with frosty freshness get its freshness back. For this we decided to give frosty freshness its literal meaning by inviting people to enjoy our Snow Beds. In one of Moscow’s most popular parks we set up several bed frames that we filled with snow. To complete the picture we added snow pillows and a couple of bed lamps. Anybody could come over, try the Beds, enjoy the freshness of snow, take and share pictures. Myth gift packs were used as rewards for such activity. Rather than increase sales, our task was to refresh the brand image, build an emotional connection with the audience and raise awareness through social network buzz. We had approximately 3000 viewers of our installation in the park per day. Almost all of them took pictures of our Snow Beds at the place and every third person shared them via various social networks right there. |
| Team members | Executive Creative director: Mikhail Kudashkin Creative director: Natalia Roumiantseva Art Director: Julia Chernyshova Copywriter: Maria Dmitrieva Head of production: Oksana Severin Producer: Ekaterina Kruchkova |
