Youth Marketing
This category will honor those efforts that successfully communicate to teens or young adults.
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PROGRAM
2018 GOLD
Launch of new color dye "Colorista"
8 out of 10 young Russian girls have never tried hair coloring as they consider it uncool. To change the situation L'Oreal Paris launched an innovative brand Colorista - temporary coloration in spray and balm formats that lasts 1 day/week. To attract girls attention to the non-inspiring category, we showed Colorista from an unexpectedly new perspective: not as a hair color, but as a makeup for hair. Campaign with young bloggers and musical collaboration made Colorista a locomotive of the trend and helped achieve annual sales plan in just 2 months.
Brand:
L'Oreal Paris
Client:
L'Oreal CJSC
Agency:
McCann Moscow
Language:
English, Russian
2018 GOLD
The Ideas People
«The Ideas Pdeas» is a large-scale project of 1+1 media staff that is being implemented as part of the brand's renewal of the group's employer and consists of a series of interviews, photo reportages and special events. Over the course of 10 months, the campaign has been able to tell the story of 90 employees whose professions have been given unique nymphs. A photo of 12 colleagues-winners of the internal voting was on billboards in the center of the capital, and in June 2018 the first #festivalPeopleItook place, which gathered 1000 guests. Coverage of materials #TheIdeasPeople in social networks reach over 600,000, and the number of preferences is more than 100,000. This is the first project in the media area of Ukraine that opens up all the tricks of the television.
Brand:
1+1 media
Client:
1+1 media
Agency:
ekonomika+
Language:
English
FINALISTS
Sprite
Heat Happens - Don't lose to Heat
Google
Me Being Me, and Google Gets Me
Mastercard
Unknown Legend
