A. РЕКЛАМНЫЙ РОЛИК
B. РЕКЛАМА В ПРЕССЕ
C. НАРУЖНАЯ РЕКЛАМА
D. РАДИО РЕКЛАМА
E. ВИДЕОМАСТЕРСТВО
F. ДИЗАЙН
G. ИНТЕРАКТИВНАЯ РЕКЛАМА
H. КРЕАТИВ В МЕДИА ПРОЕКТАХ
I. PR-ПРОЕКТЫ
J. ПРОЕКТЫ МАРКЕТИНГОВЫХ СЕРВИСОВ
K. РЕКЛАМНЫЕ КАМПАНИИ
H-01-01. Cleaning up with Voroniny
Агентство | Initiative Russia |
Творческий руководитель | None |
Автор идеи | James May |
Продукт | Domestos, Cif and Glorix |
Описание | The brief: “win gold” for three brands with no news in a low interest category. Thinking “outside the box” we concentrated ON the box. Phil Rosenthal, “We all love Raymond’s” creator, redeveloped the show “Voroniny” for Russia and we considered Product Placement. But killing germs isn’t great comedy. Instead we did ‘People Displacement’ taking lead characters OUT of Voroniny and INTO adland in 5 spots echoing the show’s style. Running in breaks around each episode we engaged our audience with a complete household cleaning solution. We achieved our best-ever market share, 23%, literally ‘cleaning up’ with Voroniny. |
Состав творческой группы | Marina Zinovieva (Account Director) Alexey Beloberodov (Media Group Head) |