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
DC-01-01. MARA
| Agency | AIDA Pioneer |
| Creative head | DMITRY APOLENIS |
| Author of idea | TATYANA SHVARTSKOPF |
| Product | CHILDRENS' POWDER MARA |
| Description | The ad with the combination of New Year greetings and promotion of the children’s washing powder “Mara” was required. A cute baby talk was chosen as the basis of the creative concept, as it’s the nearest way to the hearts of woman's target group. The commercial is voiced by a little girl, commenting mother’s activity connected with the product in a holiday rush. The child substitutes words about laundering for holiday in a touchy way, moreover repeating and changing words in a childish manner. Thus, the commercial serves as greetings. It evokes positive emotions and raise brand loyalty. Translation: – Today mum hanged clothes, hanged(in Russian hang clothes is pronounced like “vesila”),merrily-merrily (in Russian merily is pronounced like “vesila”), merrily-merrily, merrily-merrily we will celebrate New Year's Eve! – Children’s washing powder “Mara” wish mothers and children a happy New Year, bright thoughts and clear happiness. |
| Team members | DIRECTOR ELENA BAUSHINA |
