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
C-16-05. Marble People against Hearts of Stone
| Agency | Great Advertising Group |
| Creative head | Dmitry Makarov |
| Author of idea | Alexey Butakov, Andrey Danskov |
| Product | The Saint-Petersburg’s Region Charitable Social Non-Government Organization “Nochlezhka” |
| Description | Petersburgers are justifiably proud of their city sights. But the capital of North hides behind the ceremonial front face problems, which man of culture cannot ignore. One of these problems - tens of thousands of homeless people. In the run-up to winter – a time when people living on the streets particularly need help – we decided to draw attention to the problem of homelessness and to help the charity fund "Nochlezhka" to increase donations. Thus we staged the promotion in a place, which made our message truly remarkable – the famous Summer Garden. "Marble petersburgers", the statues, addressed to the park visitors (after all the statues are, like these homeless people, – always in the street). Statues found their voice and said important words about living in the streets and about all these ups and downs of human life. As the result: - Promotion received wide media coverage - Outreach in social networks has been 1.2 million people - Site traffic homeless.ru increased by 37% - The amount of donations to the charity fund "Nochlezhka" increased by 16%. |
| Advertiser | The Saint-Petersburg’s Region Charitable Social Non-Government Organization “Nochlezhka” |
| Team members | Copywriter - Andrey Danskov Art director - Alexey Butakov Creative director - Dmitry Makarov |
