A. FILM

B. PRINT

C. OUTDOOR

C-2. Non-Alcoholic Drinks

C-3. Alcoholic Drinks

C-5. Home furnishing & appliance

C-6. Home Electronics & Audio-Visual

C-7. Health & Beauty

C-8. Fashion and other consumer goods

C-9. Vehicles and transport services, car

C-10. Entertainment , Leisure, Travel

C-11. Consumer & retail services

C-12. Telecommunications services

C-13. Banking, Investment & Insurance

C-14. Publications , Media & Self promo

C-15. Corporate Image

C-16. Social advertising, Fundraising, Donations and Appeals

C-17. AMBIENT (Non-Standard and Free-Format Outdoor Advertising)

C-18. Digital outdoor

D. RADIO

D-1. Food & Beverage

D-2. Manufactured & Consumer goods

D-4. Publications , Media & Self promo

D-5. Social advertising, Fundraising, Donations and Appeals

DC-1. Script writing

DC-2. Music and sound design

DC-3. Acting Performance

E. FILM CRAFT

E-1. Production

E-3. Cinematography

E-6. Music and sound design

E-7. Visual Effects

E-9. Acting / Dialogue or monologue

F. DESIGN

F-1. Corporate Identity

F-3. Posters and billboards

F-4. Postcard & brochure

F-5. Corporate Publishing

F-6. Illustration and Photography

F-7. DM-materials and original business gifts

F-9. Design in an urban environment, design of stands and interiors

F-10. POS-design and materials

F-11. Design websites and banners

G. DIGITAL & MOBILE

G-1. Commercial Websites

G-2. Non-profit digital projects

G-3. Web Banner

G-4. Online Campaign

G-5. Viral campaign

G-6. Mobile advertising

G-7. Best use of social media

G-8. Other digital communication

G-9. Digital craft: illustration & graphic design

G-10. Digital craft: copywriting

G-11. Digital craft: video

G-12. Digital craft: animation & motion graphics

H. CREATIVE USE OF MEDIA

H-1. Use of TV, Radio, Cinema

H-2. Use of Print and Outdoor

H-3. Use of Digital Platforms

H-4. Use of Special Events, Branded Content & Sponsorship, promotions

H-5. Use of Non-traditional and Ambient Media

H-6. Use of Integrated Media

I. PR

I-1. Marketing PR

I-2. Corporate Reputation & Communication

I-3. Charity, not for Profit and Political PR

I-4. Digital PR

I-5. Non-traditional PR-projects

I-6. Crisis Communications & Issue Management

J. MARKETING SERVICES

J-1. Promotional campaigns

J-2. Event Marketing

J-3. Internal/corporate events

J-4. DM-communications

J-5. Integrated campaigns with the use of marketing services

K. ADVERTISING CAMPAIGNS

K-1. Integrated advertising campaigns

K-2. Advertising series

A-16-06. The Turtleneck


Agency	Leo Burnett Moscow
Creative head	Mikhail Kudashkin
Author of idea	Natalia Roumyantseva, Maria Gladkova
Series	Fund Bela Children
Product	Fund Bela Children
Description	Each TV ad from this pull first shows some situation from everyday life (tights tearing, bubble gum bust, turtleneck putting on) that looks innocent but suddenly turns into a metaphor for the awful skin problem that children with EB face from the moment of their birth. So the viewer can really feel and imagine how much these children need help. The “Children Bela” Fund is the one who knows how to help, so you can call them if you have such a child or have to deal with them.
Advertiser	Debra Russia/Fund Bela Children
Team members	Mikhail Kudashkin, Executive Creative Director Natalia Roumyantseva, Associate Creative Director Maria Gladkova, Art Director Anastasia Vygon, Copywriter Patimat Magomedova, Client service director Oksana Severin, Agency TV Production Group Head Anna Flankina, Producer Oliver Julius, Director/DOP Philipp Alexandrov, Sound design (studio "S.L.A.P.") Veniamin Raev, Sound design (studio "S.L.A.P.") Ekaterina Kaznacheeva, Head of Production department Daniil Snegirev, Junior Production Producer

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