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
G-06-07. Responsible Kilometres
| Agency | BBDO Russia Group |
| Creative head | Ilya Andreyev |
| Author of idea | Ilya Andreyev |
| Product | Car Insurance |
| Description | Speeding is a serious issue in Russia. In 2013 alone, more than 160,000 people were injured as a result. INTOUCH, a car insurance company for responsible driving, decided to take a step toward fixing the problem. INTOUCH pledged to donate 1,000,000 rubles to help victims of fast driving. But in order for that to happen, drivers had to make a contribution too, not with their money, but by changing their driving habits. Drivers installed the OK.INTOUCH app, and their trips were analyzed. The more responsible they drove, the more money was added to a virtual bank. Once 1,000,000 was reached, the funds were donated. |
| Advertiser | Intouch |
| Team members | Andrew Kontra / Creative Director Ilya Andreyev / Creative Group Head Alexandra Ermolenko / Art-Director Igor Dolgov / Designer Polina Zabrodskaya / Senior Copywriter Valentina Ekimyan / Copywriter Evgeniy Kovin / Copywriter Natalia Chiuch / Strategy Director Julia Mukhtar / Account director Ekaterina Smygina / Digital director Daria Konstantinova / Senior Project Manager Alexander Makarovsky / Digital director Ivan Malakhov / Art-Director Sergey Kurbatsky / Designer Tatyana Krivolutskaya / Project Manager Alexey Frolov / Animator Oleg Savchuk / Art-Director / Proximity Russia Digital Production / Indee Interactive Andrey Levkovitch / Music |
