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-17-14. Break the Blockade of Indifference
| Agency | Great Advertising Group |
| Creative head | Dmitry Makarov |
| Author of idea | Dmitry Assinovskiy, Anna Geraskina |
| Product | The Saint-Petersburg’s Region Charitable Social Non-Government Organization “Nochlezhka” |
| Description | Charity organization “Nochlezhka” helps homeless people of Saint-Petersburg over the years. Just before the officious celebration of the 70th anniversary of the relief of the siege of Leningrad “Nochlezhka” decided to draw the citizens’ attention to the fact that in a city where so many people died of cold and hunger during the war, it’s shameful to lose people for the same reasons in peacetime. We decided to use the image of a familiar to every Petersburger stencil sign that in wartime warned of the mortal danger on the street during artillery bombardment. And now on temporary fences and buildings appeared similar graffiti signs that drew attention to the fact that in our days people still die on the streets of St. Petersburg. And that now we need to break the modern blockade – the blockade of indifference. Campaign was actively discussed in the media, caused a storm of debate on the Internet and traffic to the site “Nochlezhka” increased 8 times. But the main thing - the size of donations increased twice, and that helped to feed the 2500 homeless in St. Petersburg. |
| Advertiser | The Saint-Petersburg’s Region Charitable Social Non-Government Organization “Nochlezhka” |
| Team members | Copywriter - Anna Geraskina Art director - Dmitry Assinovskiy Creative director - Dmitry Makarov |
