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-04-05. Optimism in Your City
| Agency | e:mg |
| Creative head | Melnikov Anton |
| Author of idea | Semin Alexander |
| Product | Alpen Gold |
| Description | Alpen Gold’s main platform is a positive attitude to life that’s why our mission was to support a new platform of brand “Open the taste of each day!” in frame of main idea “Optimist and pessimist” and announce the mission of brand by activating positivity in cities. Shortly before the event, we conducted an opinion poll among the citizens, who confirmed that they are missing of optimism. Based on received results we have developed a multiactive integrated campaign with main events in the cities in order to raise optimism in cities. Optimism it’s not only action but also a possibility to look at workaday routine and negative aspects through the optimist eyes. Gradually cities became transformed - in the streets appeared optimistic street art, cruised an unusual bus where the tour guide told the most positive facts about the city charging passengers optimism. It does not matter if the heel is broken or hat blown away, clothing caught on or the road ran across the black cat - you can always stay positive! |
| Advertiser | Mondelez (ex. Craft Foods Rus) |
| Team members | CCO - Melnikov Anton Creative head - Semin Alexander Event manager - Ustinov Dmitry Event manager - Melanich Tatiana Копирайтер – Meretskaya Natalia Арт-директор - Alexeeva Janna |
