Рекламная кампания для журнала "Индустрия рекламы", разработанная в 2004 году и получившая Гран-при и золото Московского Международного фестиваля рекламы за лучший принт-макет. Основная мысль кампании была в том, что бы донести до рекламодателя тот факт, что неинтересная реклама не работает, "не цепляет" и не продает товар потребителю, а лишь стимулирует его отойти от телеэкрана на время рекламной паузы по своим делам. А убедительности кампании мы добавили за счет цифр: посчитали стоимость каждой такой "непродуктивной" рекламной паузы, во время которой потребитель делает себе бутерброды, кофе, говорит по телефону...
The advertising campaign for the magazine "Advertising Industry", developed in 2004 and won the Grand Prix and the gold of the Moscow International Advertising Festival for the best print layout. The main idea of the campaign was that it would bring to an advertiser that uninteresting advertising does not work, "does not cling," and does not sell goods to the consumer, but only encourages him to move away from the TV screen during a commercial break on his own business. And the credibility of the campaign we've added by numbers: calculated the cost of each of these "unproductive" commercial break, during which the consumer makes a sandwich, coffee, talking on the phone ...
The advertising campaign for the magazine "Advertising Industry", developed in 2004 and won the Grand Prix and the gold of the Moscow International Advertising Festival for the best print layout. The main idea of the campaign was that it would bring to an advertiser that uninteresting advertising does not work, "does not cling," and does not sell goods to the consumer, but only encourages him to move away from the TV screen during a commercial break on his own business. And the credibility of the campaign we've added by numbers: calculated the cost of each of these "unproductive" commercial break, during which the consumer makes a sandwich, coffee, talking on the phone ...
Agency / Агентство: Leo Burnett Moscow
Креативный директор / Creative Director:
Михаил Кудашкин / Mikhail Kudashkin
Арт-директор / Art-Director:
Ольга Либерте / Olga Liberte
Копирайтер / Copywriter:
Денис Грачев / Denis Gratchev