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-06-09. Overcaring mother
| Agency | PROVID |
| Creative head | Serhii Zinoview |
| Author of idea | Vlad Galyapa |
| Product | “Children” cheese |
| Description | “Children” cheese is new product on the cheese shelf and it is recommended for children starting from 3 years old, but usually such products are purchased by adults, because they are “more healthy”. Cute and nice ads of “children” products cluttered TV-air, making it impossible to stand out this way. So we took different approach and came up with an unusual story for that category, where delivered all best cheese qualities via worst qualities of an overcaring mother – intrusive care and obsessive control over her son’s health and life. And the only product that receives approval of the demanding mother in the end is the “Children” cheese. In the end we got a very nice emotional story with correctly placed emphases, which not only amuses the audience, but also eloquently conveys the idea of the product – care for the children that knows no compromise. But full story of the heroes’ life with all the details was too long for TV, and the budget for TV-airing was not enough for such a long story. Therefore we decided to make the experiment – and the full version of the TVC was placed in the Internet where most of our TA is present. And short teaser versions were aired on TV with the link to full video on YouTube. Furthermore, Mom appeared offline – in stores. She spread her trademark care and gave away branded scarfs, attracting attention to “Children” cheese. And together with cheese buyers got Mom’s fridge magnets with funny advices and social media links to Mom’s profiles. |
| Advertiser | “Cheese Club” |
| Team members | Creative Director - Serhii Zinoview Creative Group Head, copywriter - Vlad Galyapa Art-director - Stas Khorolskiy / Dima Lobod Production Company: Family Production |
