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-02-08. THE SUPERHYDROPHOBIC BILLBOARD
| Agency | BBDO Russia Group |
| Creative head | Adrian Ely |
| Author of idea | Girgory Rakovskiy, Jessica Preskey |
| Product | TIDE GEL CAPSULE |
| Description | Tide laundry detergent removes stains and brightens whites. To dramatise its effectiveness, we built a simple billboard with a really clear message. We covered areas of it with a transparent, superhydrophobic coating that repels liquid. Passers-by were then invited to throw paint at it, helping to reveal our product benefit. After the action, a pure white t-shirt appears on the billboard, outlined with splashes of paint. |
| Advertiser | LTD "PROCTER & GAMBLE DISTRIBUTION COMPANY" |
| Team members | Creative director – Adrian Ely Аrt-director – Jessica Preskey Copywriter – Grigory Rakovskiy Client Service Director – Blazej Soniewicki Account manager – Anastasia Bulashchenko Key Account Manager – Inna Zharova Print Production Manager – Irina Lukashina Assistant Producer – Anna Chernaya Producer – Valeriy Gorokhov Director – Ivan Oganesov DOP – Alexandr Polischuk Producer – Maria Yakushina Producer – Andrey Rubtsov |
