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-03-36. Ice Boroda
| Agency | The Directors LLC |
| Creative head | IMAGINE Director Jul Evdokimchik |
| Author of idea | WTF Director Kolya Radchenko, WOW Director Nikita Sokol |
| Product | SKODA |
| Description | Task To create an image campaign to support brand ?KODA hockey sponsorship and to raise awareness about this sponsorship among the fans, potential brand TA. Insight Hockey fans are so superstitious so that they are ready not to shave and grow beards for good luck of their team. Idea Support Russian hockey team ¬¬— grow the beard! Implementation The idea was drawn as a polygonal beard and implemented to the cross-platform “Ice Boroda” application with a single userbase of participants: on the web-site, in Vkontakte, Odnoklassniki, Facebook social networks, on iOS and Android mobile platforms. Participants of the campaign should take a selfie, choose a beard and share the bearded result in social networks. Every photo added ten centimeters to the evergrowing beard. Results As a result — more then a kilometer of beard, almost a 10 million reach, over 350 thousand of unique application visitors, almost 30 thousand beards uploaded on all platforms. |
| Advertiser | LLC Volkswagen Group Rus |
| Team members | Agency: The Directors IMAGINE Director Jul Evdokimchik, INSIGHT Director Sasha Nikiforov, WTF Director Kolya Radchenko, WOW Director Nikita Sokol ASAP Director Ann Evdokimchik, ALOHA Director Artem Kashekhlebov, COME ON Director Andrey Khlybov Client: SKODA Pavel Kesado-Alonso, Elena Starikovskaya, Ilya Sheykhon Production: imagespark |
