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

F-07-01. Put the Music on

AgencyVoskhod creative agency
Creative headAndrey Gubaydullin
Author of ideaEvgeny Primachenko, Alexandr Parkhomenko
Productindie-band Sansara/fashion store Siamm-Siamm
DescriptionIn Summer 2013, popular Russian indie-band Sansara wanted to make a music video for their new song “Loving Eyes.”
At the same time, newly opened fashion store Siamm-Siamm needed a promotion.
These two briefs had one common, very important point — the target audience.
The fans of Sansara and the customers of Siamm-Siamm are the same people.
We decided to combine these projects.
A prominent animator created an animated clip and each frame was printed on Siamm-Siamm t-shirts. With any purchase at the store, girls recieved one of the t-shirts and the opportunity to be in the Sansara music video. A special dressing room photo booth took pictures of each recipient wearing the exclusive t-shirts. Within 10 seconds the picture became a frame of the music video. And so, frame by frame, the video was stitched togehter on sansaraclip.ru. One month later the video was ready.
For the offline video premiere, a large scale concert was held. Each t-shirt became a ticket to the concert.
The music video, which Sansara didn’t spend a penny on, became the most viewed video in the band’s history and entered music-channel video rotations.
Siamm-Siamm saw a 31% increase in the number of first purchases and instantly became one of the more popular fashion stores in the city.
Two different briefs. One effective solution.
Advertiserindie-band Sansara/fashion store Siamm-Siamm
Team membersArt-director: Vladislav Derevyannikh
Animator: Nina Bisyarina
Illustrator: Yana Akhmetshina