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
H-02-06. How the Tsar opened a road
| Agency | SODA agency |
| Creative head | Vladimir Martynov |
| Author of idea | Vladimir Martynov |
| Product | Social responsibility |
| Description | Occasion: To put an end to the endless repair of one of the main streets named after the medieval Russia insurgency leader Stenka Razin the municipal and historic project was implemented, built on the ancient Russian habit to start working only when the Tsar himself controls the affairs.The purpose of the project - to publicly shame officials and builders for missed deadlines, get them to finish the road. Deed A single billboard, standing next to the heavily excavated roadway, shows a dialogue between Stenka Razin and the Russian Tsar Ivan the Terrible, where the Tsar sternly asks, "What for have they shattered your street like asps?" And Razin answers, "Am shocked too, my Lord!" Profit Unusual project has collected more than 50 publications in federal and local media, more than 2,500 users shared this news on social networks. The buzz around the street reached the main goal: the road was opened for traffic in two weeks “under the strict supervision of the terrible tsar”. |
| Advertiser | Civic Initiative |
| Team members | Creative director - Vladimir Martynov Copywriters - Alexsander Ragozin, Dmitry Pint, Alina Lekanova |
