
Agency	e:mg
Creative head	Anton Melnikov (e:mg)/Artem Sinyavskiy (Marvelous)
Author of idea	Anton Melnikov (e:mg)/Artem Sinyavskiy (Marvelous)
Product	New Dan Brown’s novel “Inferno”
Description	In Russia, Dan Brown’s books were released in a different order to that in his native country. After the release of the super successful book “The Da Vinci Code”, two of Dan Brown’s earlier books were published. Counting on the great success of the writer, these two books were not backed by promotional support and that is why their sales did not reach expected levels. We had to promote the new book of a famous author and once again raise his popularity for the Russian reader. We saw that the book describes the social problems of contemporary society, which are pertinent to all of us and can be recognized by all readers. If we ignore them, we can end up living in hell on earth. We set up an extreme tourism agency – “Inferno Tours” and organized a tour of the capital, to point out the social wounds in our society. It was important for us to attract socially active people to the project. That’s why we set up a competition in Instagram, where competitors had to upload a photo depicting the current problems in our city using the hashtag #i’minhell. By means of PR in different media channels we draw attention of active social audience. In the end of excursion the intrigue of the evening was opened and everybody learned about the new novel “Inferno”, where Dan Brown as vividly described the hell of present days.
Advertiser	AST Publishing House
Team members	Project realised in partnership with Marvelous Chief Creative Officer – Anton Melnikov (e:mg) Creative Director – Artem Sinyavskiy (Marvelous) Head of Digital Production - Pavel Gusev (Marvelous) Digital Creative Group Head - Evgueni Tatarnikov (e:mg) Account Manager - Viktoria Markarova (e:mg) Арт директор - Eugeniy Kolesnikov (e:mg) Копирайтер - Natalya Meretzkaya (e:mg) Client Service - Andrey Korotykin (Marvelous)

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