Carpe Diem - Products
This award will go to those marketing ideas that had the ability to burn intensely for a finite period of time, putting a brand or product in a bright spotlight and creating immediate and measurable impact.
KFC TV Shopping
KFC reinvented TV Shopping and for the first time in brand history live-streamed its own “TV Shopping” on VK.com page. We changed the communication around the Anniversary Basket as a product: now it’s not an iron bucket that we buy with our favorite fried chicken, but also an independent product - a stylish accessory, a fashionable gadget and what not. And the entire stock of baskets was sold out in two days, instead of two months!
Client: YUM! Restaurants International Russia CIS / KFC
Agency: RODNYA Creative PR Studio
Jane Walker: Walking Towards Gender Equality in America
As a brand that believes progress is possible and beneficial for all, Johnnie Walker felt it had a responsibility to support those forging the future of America. In 2018, women were the ones shaping a better tomorrow for our country. We bravely seized Women’s History Month by introducing Jane Walker to celebrate the achievements of women, the men supporting them, and their shared journey towards gender equality. In doing so, we ignited a cultural conversation with 1.5 billion earned impressions in the first week.
Brand: Johnnie Walker
Client: Diageo North America
Lays & Pyaterochka employed Olga Buzova
Every autumn, crisps face low season. In response, Lay’s in exclusive partnership with “Pyaterochka” turned a limited-edition launch into a blockbuster with the whole country watching. The leading star Olga Buzova had tried herself in so many projects, yet hadn’t worked anywhere full-time. So we offered her a job at “Pyaterochka” to help us launch 2 exclusive Lay’s flavours! As a result, the 8-week new product volume was sold out in 2weeks, Lay’s reached sales growth +50% vs. last year, record-traffic (+103% clicks & +223% site visits) and buzz among the young audience.
Client: Frito Ley Manufacturing LLC
Agency: BBDO Moscow