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.
Uncounted Since 1932
For 27 years of its independence, Ukraine has tried to get the international audience pay attention to the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor. As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.
Brand: Ukrainian Leadership Academy
Client: Ukrainian Leadership Academy
Agency: Gres Todorchuk PR
A story of viral contamination with Colorista
Hair colors of bright unnatural shades are considered as the niche product for nonconformists, but at the same time they attract “good girls”, since the spirit of rebel lives in each of them. How could Colorista encourage young people for the first coloring, overcoming the fear of unpleasant consequences? We refused of rational motivation in favor of inspiring emotions. Be bold, be different, and show yourself in colorful hair. Colorista is not an ordinary hair color, but the hair makeup, so you can quickly turn back to your natural color or change the shade. Our appeal was heard, and the virus of colorful hair spread all over Ukraine rapidly, causing a boom in social networks.
Brand: L’Oreal Paris
Client: L’Oréal Ukraine