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
I-05-03. Smart. The Unexpected Test Drive
| Agency | BBDO Russia Group |
| Creative head | Mihai Coliban |
| Author of idea | Mihai Coliban, Sergey Kozhevnikov, Darya Agapova |
| Product | Smart |
| Description | The once elusive, now strongly emerging Russian middle class still prefers big, expensive cars, an obvious proof of its social succes. Although most of them are in dire need of a second car, our potential customers showed virtually no interest in our Smarts. Our secret weapon: once you take the Smart for a ride, you’ll fall in love with it. Our core audience’s weakest point: their big cars and all the problems they bring along. Context: most illegally parked cars in Moscow are picked-up during the weekend shopping. Once car-less, drivers go through a real ordeal – an exorbitant, hours long cab ride through Moscow’s traffic, in order to get back their cars. Idea: at the peak of the driver’s desperation, the Smart Teams jump in, offering free rides, a unique opportunity to test drive the versatile Smart in some of the World’s worst traffic jams. |
| Advertiser | Mercedes Benz AG |
| Team members | Chief Creative Officer: Igor Lutz Creative Director: Mihai Coliban Deputy Creative Director: Sergey Kozhevnikov Senior Art Director: Darya Agapova Senior Producer BBDO: Valery Gorokhov Producer Assistant BBDO: Natalya Abzalova Animation: Kirill Kulygin Producer Park Production: Irina Lanskaya Director Park Production: Ivan Oganesov DOP Park Production: Georgy Leonov Managing Director Pelican Event: Elena Novikova Account Manager Pelican Event: Maria Stepkova Client Service Director: Christina Tancher Group Account Director: Anna Sokolova Account Manager: Yana Bader |
