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-04-01. Put the Music on
| Agency | Voskhod creative agency |
| Creative head | Andrey Gubaydullin |
| Author of idea | Evgeny Primachenko, Alexandr Parkhomenko |
| Product | indie-band Sansara/fashion store Siamm-Siamm |
| Description | In Summer 2013, popular Russian indie-band Sansara wanted to make a music video for their new song “Loving Eyes.” At the same time, newly opened fashion store Siamm-Siamm needed a promotion. These two briefs had one common, very important point — the target audience. The fans of Sansara and the customers of Siamm-Siamm are the same people. We decided to combine these projects. A prominent animator created an animated clip and each frame was printed on Siamm-Siamm t-shirts. With any purchase at the store, girls recieved one of the t-shirts and the opportunity to be in the Sansara music video. A special dressing room photo booth took pictures of each recipient wearing the exclusive t-shirts. Within 10 seconds the picture became a frame of the music video. And so, frame by frame, the video was stitched togehter on sansaraclip.ru. One month later the video was ready. For the offline video premiere, a large scale concert was held. Each t-shirt became a ticket to the concert. The music video, which Sansara didn’t spend a penny on, became the most viewed video in the band’s history and entered music-channel video rotations. Siamm-Siamm saw a 31% increase in the number of first purchases and instantly became one of the more popular fashion stores in the city. Two different briefs. One effective solution. |
| Advertiser | indie-band Sansara/fashion store Siamm-Siamm |
| Team members | Art-director: Vladislav Derevyannikh Animator: Nina Bisyarina Illustrator: Yana Akhmetshina |
