Avito Nedvizhimost / Digital
Advertisements for sale, purchase and rent of real estate
Avito Nedvizhimost — Rodnyye Steny
Brief
Avito Nedvizhimost wanted to create a high-profile project that would tell people about the service.
Solution
Avito Nedvizhimost and the educational project Moscow Through the Eyes of an Engineer have launched a special initiative called Native Walls. It explores the history of mass housing in Moscow from the mid-1930s to the present, offering a fresh perspective on standardized architecture through its engineering and design features.
An interactive landing page offers detailed insights into Moscow’s typical housing — including construction history, engineering solutions, layout variations, and key characteristics of iconic building series that have shaped generations.
Project Website / Sostav.ru
An interactive landing page offers detailed insights into Moscow’s typical housing — including construction history, engineering solutions, layout variations, and key characteristics of iconic building series that have shaped generations.
Project Website / Sostav.ru
Excursion for story
Visitors can also share personal stories about their own “native walls” for a chance to win a unique guided tour of Moscow’s typical residential architecture.
Ecofuril / Video
Diarrhea medicine
Ecofuril — Заклятье сраптивости
Сontinuation of the story of the legendary knight Ecofuril with his faithful horse Prebiotic.
Click to watch video
Click to watch video
Ecofuril — Дракон Сракон
Сontinuation of the story of the legendary knight Ecofuril with his devoted horse Prebiotic.
Click to watch video
Click to watch video
Tornado Energy / SMM
Energy drink
Tornado Energy — Wolf Wisdom
Brief
Develop a new communication territory for the Tornado Energy brand, relevant to the interests of the TA, in order to maintain the leadership position of the brand in the category.
Solution
TA of the brand are patsany and patsanesses (boys and girls with street spirit). We decided to communicate with the brand's audience in a language that is understandable and close to them: through humorous, but vital quotes with vibe of absurdity (as in the good old patsans' public pages), which they will understand, support and share. AUF!
Auf!
We started project on VK page, where the wolf became the main character of the broadcast of the life values of our audience. Users really liked our solution. They were happy to communicate with the brand in the comments, offer their quotes... and when the brand's SMM strategy changed, users asked for a long time to return "wolf posts".
Click to watch memes
Click to watch memes
ATTACK / Video
Washing powder from Japan
Attack — A tak?
Brief
Stand out from the clutter, easily declare the Japanese origin of the product and talk about three types of powder.
Solution
We show three unusual situations (in the style of Japanese advertising): the heroines first choose a difficult path to solve their problems with clothes. Then girls found a solution!
The campaign line is built on the consonance of the brand name «Attack» and word expression in Russian «Is it (better)?»
The campaign line is built on the consonance of the brand name «Attack» and word expression in Russian «Is it (better)?»
Ploom. 360
Tobacco heating system
Ploom — Be true to your taste
How we broke the stereotypes that arise when you first meet a person.
No more words, watch the video about project:
Click to watch case video (eng sub)
No more words, watch the video about project:
Click to watch case video (eng sub)
POBEDA / Video
Russian chocolate
Pobeda Single Origin — Taste conquers, not advertising
Brief
Talk about «Pobeda Single Origin» — chocolate made with unique cocoa beans.
Solution
«Pobeda Single Origin» chocolate is so tasty… that its taste is stronger than other usual arguments using in advertising. Even the film crew couldn't resist. :)
Taste conquers, not advertising!
Taste conquers, not advertising!
BALTIKA 7 / Digital
Baltika 7 — Towards Russia
Brief & Context
Until 2014, «Baltika 7» talked about itself as beer, which is recognized in the world and sold in 72 countries. But after political events (Crimea annexation etc), this strategy ceased to be relevant.
We had to talk about «Baltika 7» as a beer from Russia first of all. Slightly shift the focus from «internationality» to «locality» of brand.
Solution
In different parts of world «Baltika 7» always remember where it comes from. Do users from Russia be able to solve this task?
We invited users to listen to their hearts and guess where Russia is located on seven 360° photo panoramas. Each attempt, the user found himself in different cities of the world.
We knew that is practically impossible to guess the right direction. So prizes were received by all users who shared the result on their pages in social networks.
We invited users to listen to their hearts and guess where Russia is located on seven 360° photo panoramas. Each attempt, the user found himself in different cities of the world.
We knew that is practically impossible to guess the right direction. So prizes were received by all users who shared the result on their pages in social networks.
Social media support
Also in social networks, we offered users a simple activation: they had to guess which of the two photos was taken in Russia and write the answer in the comments to the post. Users who guessed correctly received prizes.
At the same time, all users could participate in our main digital activation as well.
At the same time, all users could participate in our main digital activation as well.
Strepsils / Digital
Throat lozenge
Strepsils — Your health is your responsibility
Brief & Context
Digital support for the «Your health is your responsibility» campaign.
In Russia you can buy and use medicine with antibiotics without a doctor's prescription. But antibiotics in sore throat medicines are harmful because bacteria become resistant to antibiotics. Unlike its competitors «Strepsils» is safe, becase does not contain antibiotics.
In Russia you can buy and use medicine with antibiotics without a doctor's prescription. But antibiotics in sore throat medicines are harmful because bacteria become resistant to antibiotics. Unlike its competitors «Strepsils» is safe, becase does not contain antibiotics.
Solution
Uncontrolled use of antibiotics can be avoided by carefully reading the instructions. Вut it is sooo big and there are soooo many words... Therefore «Strepsils» offered users a special simulator to train their attention.
How it works
Users had to find all the words "ANTIBIOTIC" in a limited amount of time. The playing field got bigger with each new level.
The task was complicated by the fact that the «instructions» contained words similar in spelling and pronunciation («ANESTETIC», «ANTISEPTIC», and so on). If the user clicked on these words by mistake the game time was reduced.
The task was complicated by the fact that the «instructions» contained words similar in spelling and pronunciation («ANESTETIC», «ANTISEPTIC», and so on). If the user clicked on these words by mistake the game time was reduced.
NESCAFÉ / Video
Nescafé Gold Barista — Make the morning special
Brief & Context
Morning, breakfast, cozy kitchen... What a magical time before a working day!
But business girls (20-30 years old) put their careers ahead of their pleasures. They rush to work in the morning, and don't even have breakfast.
But business girls (20-30 years old) put their careers ahead of their pleasures. They rush to work in the morning, and don't even have breakfast.
Solution
«Nescafe Gold Barista» built a cafe where for the first time in the morning business girls can take a breath ... in the elevator of the business center! We filmed a video in a real cafe and broadcast it on screens inside the elevator to expand the space visually.
They were met by a friendly barista and offered to enjoy coffee with croissants. The morning went from being ordinary to being special.
They were met by a friendly barista and offered to enjoy coffee with croissants. The morning went from being ordinary to being special.
GENERAL MOTORS / OOH + Digital
Cadillac XT5 — "Sorry for this... but(t)"
Сonsumers in Russia believe that the Cadillac XT5 is just a beautiful toy.
But in fact it is a very powerful car that will easily leave everyone behind.
To prove it we decided to apologize to other drivers... ironically (and show some ass)!
Click to watch video (eng sub)
Click to watch interactive stories (eng sub)
But in fact it is a very powerful car that will easily leave everyone behind.
To prove it we decided to apologize to other drivers... ironically (and show some ass)!
Click to watch video (eng sub)
Click to watch interactive stories (eng sub)
«Golden» final work of my students
in the MADS Advertising School
in the MADS Advertising School
An international jury chose it as #1!
I am very proud of my students (and myself hehe).
I am very proud of my students (and myself hehe).
ROCKETBANK
Stickers to support the Russian Olympic Math Team. The stickers were created on the principle of a play on words (in Russian).
We put mathematical terms in the context of our ordinary speech.
Add / Download
We put mathematical terms in the context of our ordinary speech.
Add / Download
Qualifying round of Young Lions 2017
Idea won the first round of internal selection.
MADS
These ideas were created in cooperation with my team during
MADS courses 2015. All works have been highly graded by members of the international jury
MADS courses 2015. All works have been highly graded by members of the international jury
