Media Idea
The award honors media led ideas that are powerful enough to become the genesis of the communications program itself.
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2018 BRONZE
2018 BRONZE
Network in the metro
Millions of people use Moscow Underground daily, each of them facing poor connection there. This has had negative impact on general network quality perception. In 2017, MTS installed transmitters in underground train carriages. But the passengers hardly noticed any improvements as they were used to having no connection underground. Which of the channels would best target the passengers? What is their attention riveted to while traveling underground? Its free Wi-Fi. But there are loads of ads they get before they can start surfing, which they typically ignore. Instead of an ordinary ad, we created what looks exactly like a phone call, something that people expect least of all underground - a call from Dmitri Nagiev.
Brand:
MTS
Client:
MTS PJSC
Agency:
BBDO Moscow
Language:
English, Russian
2018 BRONZE
The Untouchables
The majority of charitable foundations use customary channels for fundraising (sms, websites, events), but how to create a new technological, reliable and transparent way? The BELA Fund, Mastercard and Citibank developed a method of contactless payment through unique posters. As a result, the campaign “The Untouchables“ attracted a lot of media attention (PR value - $ 1 million), the promo video collected 4.8 million views, users in social networks were actively sharing the video (including 100 famous celebrities). During the project the Fund gathered 630 000 rubles. And most importantly - other funds (and not only funds) also decided to use this channel.
Brand:
Fund “BELA. Butterfly children”, Mastercard, Citibank
Client:
Fund "BELA. Butterfly children”
Agency:
Publicis Russia
Language:
English, Russian
FINALISTS
RITZ
Puttin’ on the RITZ
U.S. Bank
Found in Translation: The untold story of children who give a voice to generations.
Pulsar N160
The (Un)Censored Ad
