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-04-12. Whites Out
| Agency | Leo Burnett Moscow |
| Creative head | Mikhail Kudashkin |
| Author of idea | Serob Khachatryan |
| Product | Tide |
| Description | For many years, Tide’s been helping people to achieve remarkable whiteness. However prone they may be to put on display any achievement of theirs they deem remarkable, when it comes to remarkable whiteness they get thanks to Tide, Russians are rather shy. We decided to show that whiteness can also be displayed with pride. We took an entire row of windows in a residential building of Moscow downtown and hang dazzling white curtains outside the windows, not inside. Leaving a day for people to wonder what it’s about, we revealed our campaign by putting next a banner with Tide logo and the line “Whites you’ll be proud of". We expected this idea to appeal to passers-by, but it was also noticed by drivers and passengers of public transport. This act of ours generated days of buzz in social networks and lots of smiles from passers-by. |
| Advertiser | Procter&Gamble |
| Team members | Mikhail Kudashkin, Executive Creative Director Evgeniya Balabanova, Art Director Serob Khachatryan, Copywriter Ekaterina Georgievskaya, Group Account Director Ekaterina Kryuchkova, Producer Filmservice (Production) |
