A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS
G-01-02. o.b.® Feel Free
| Agency | Grape |
| Creative head | Vladimir Pashkovsky |
| Author of idea | Nika Glazunova |
| Product | o.b.® |
| Description | Teenage girls are constantly facing various myths about personal hygiene: discomfort, prohibition against using before the first sex, restriction of wearing bright clothing. They often feel embarrassed about discussing these issues with a doctor or even mom. Together with o.b.® we decided to help girls to solve this problem and not to feel constrained. Taking into account all girls’ online habits we created a fabulous and friendly world absolutely clear to girls in the project "o.b.® Feel Free!". A project participant was able to control the main character on the website (of the same age as she is) and to learn that with o.b.® she can put on her favorite clothes any day, communicate and move freely without feeling shy. Any girl could also order a free sample of o.b.® product on the website. Besides, we all know that “girls do not want to make decisions, they want a new dress”. So, every week we raffled certificates for trendy dresses, including those that were showed in the campaign videos on the website. To become a participant needed just to log in, get a unique link and share it with as many friends as possible. As a result, a 5 weeks campaign involved 330,000 people, 4,327 of whom participated in the competition. The average time spent on the site exceeded 3.5 minutes. About 10,000 free samples of ob ® products were sent to participants all over Russia. |
| Advertiser | Johnson & Johnson LLC |
| Team members | Creative Director – Vladimir Pashkovsky Creator – Maria Gilmanova Creative Strategist - Nika Glazunova Account Director – Sergey Rojnev Senior Account Manager – Marina Kovpak Art Director – Vsevolod Navashin Producers – Anton Kopylov, Alexey Kosilin |
