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
J-01-18. Promo that’s never existed
Agency | NEF \ TBWA |
Creative head | Oleg Romanov |
Author of idea | Oleg Romanov |
Product | Jameson Whiskey |
Description | Problem: Byelorussian legislation strictly prohibits any promo of alcohol brands. Insight: Government supports “green” initiatives. Solution: We asked consumers not to throw away empty Jameson bottles and turn them into eco-souvenirs. Thus we created the unique «user-modified junk». Mechanics: Empty bottle was turned into a souvenir applying fusing technology at Jameson Workshop. This technology allows to fuse and modify bottles in a special furnace. Results: 735 souvenirs were turned into posters in participants’ homes. Jameson’s market share grew up to 70%, and the brand itself gained the status of a socially responsible brand. |
Advertiser | Jameson |
Team members | Vlad Saveliev (Creative Group Head), Vadim Durovich (Copywriter), Nikita Shumakov (Copywriter). |