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-08-47. SHUSHILA
| Agency | Muhina Design |
| Creative head | Anna Mukhina |
| Author of idea | Anatolii Mukhin, Melnikova Valeria |
| Product | Electric drier for shoes |
| Description | Problem:In Russia weather conditions are rather difficult; it snows and rains 8 months a year; people often have to dry their shoes. A small electronic device for drying wet shoes had a very unattractive appearance and was lost on shop shelves. Solution: using a package which can be easily and inexpensively made, to create a bright attractive image of a useful funny pet living in the hall and hunting for wet shoes. We gave it a name “Shushila” which sounds close to the Russian verb “to dry”. It has large eyes and moustache in the form of phrases “I dry your shoes” and “I hunt for wet shoes!” We used the performance capabilities of transparent blister package to demonstrate the product itself and to make it a part of the image. The manufacturer liked the new package design and ordered to redesign the products; at present, the electric drier “Shushila” is sold having a new design and in three color variants. The created emotional image of Shushila clearly differentiated the electric drier from the other competitors. It is an offer of a certain game instead of dull everyday cares adding joy and optimism for people in rainy cold days in autumn and winter. |
| Advertiser | Natsionalnoye Dostoyanie |
| Team members | Art Director: Anna Mukhina, Anatolii Mukhin Copywriter: Krylova Tatiana, Melnikova Valeria, Galina Belozerova Дизайнер, иллюстратор: Agatha Sannikova, Asia Mukhina |
