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-04-19. Creativity is in the air

AgencySol Creative
Creative headDmitry Chigirin
Author of ideaDmitry Chigirin
ProductWebsite about advertising
DescriptionPROBLEM
Sostav.ru changed its editorial policy and now writes not only about advertising, but media, marketing, and economical news. How can we persuade creatives that it’s still what they need?

IDEA
«To breathe the same air» means to have a common interest, to understand each other. The idea was to visit best creative agencies of Russia and collect samples of their air.

DECISION
24-th of December 2013 journalists of Sostav.ru gathered the most creative air of Russia and determined its ingredients. Video report appeared on the site and in social networks of advertising agencies. Now tubes with creative are always in Sostav.ru office. So journalists can breathe the same air with creatives.

RESULTS
Thanks to the project, creatives from across the country felt the most creative atmosphere on the web. They liked and shared the video in social networks. Creatives became ingredients of new Sostav.ru by themselves. Loyalty increased.
AdvertiserSostav.ru
Team membersEldar Sokolov, Daria Barkalova, Dmitry Krasnov, Sergey Kovalev, Denis Shashkin, Evgeny Kudelnikov