IN RUSSIAFOR YOUNG PLANNERS

1ST AWARD

BACKGROUND

Advertising festivals created the cult of creativity by awarding

bright works without any strategicbase behind them

BACKGROUND

It’s especially true for Young Creativescategories where briefs are usually too plain. So winners have nothing

to do with solving the real problems

EXAMPLERED APPLE ‘14

Link to the brief

NICE OBJECTIVESTo develop a program to make drivers respect cyclists

ZERO STRATEGIC INPUT Just generic TA description and list of formats. No how.

EXAMPLEYOUNGSTERS ‘15

NICE OBJECTIVESTo make people subscribe to online book service

ZERO STRATEGIC INPUT Just creative task “to makereading popular”. No how.

Link to the brief

IDEA

1st Russian award for strategists. We will take briefs from Young

Creators festivals and give themto young planners for investigation

Every creative award needs strategic base

IDENTITY

Main logo Simplified logo BASE + Red Apple BASE + Cannes Lions

TASK

Client’s brief

Creative brief

EVALUATION

Connected to problem Connected to context

Connected to audience Revelatory

Valid and logical

JURY

CONTACT

Ilya Petrov mail@ilyapetrov.com