Grand prix EFFIE Awards 2017

Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency -    Rapport Belgium

Media Agency -  UM (Universal McCann)

 

Client -      Beer Point

Andrey Fesenko, Director

Category: Short Term Effects

Free Beer Forever

Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet.

The pub has had no budget for a long-term coherent campaign. The shot must have been quick and precise.

Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine. 

Food
Gold

Happiness is cooked together

On the background of food price increase, leading company on the sunflower oil category and  premium brand in refined oil category managed significantly increase market share in volume. 

We managed to exceed targets due to insight, which contradicted communicational stereotypes of the category and touched deep feelings of target audience.

Instead of “ideal happiness around the family table”, TM “Oleina” used contradiction in relations between man and woman.   

True talk about what really woman waits in family relations influenced consumer more than rational proof-point about product.

Campaign not only attracted new consumers but also led loyal to choose TM “Oleina” more often. 


Agency - MullenLowe Adventa

Alexey Demin, Creative Director             

Olga Mamaeva, Business Development Director

Alexander Pletenetskiy, Art Director       

Second Agency - Mustang Research and Consulting

 

Client - SE “Suntrade”

Yevgeniya Roik, Head of marketing  department

Ganna Kraskovska, Oleina brand manager                  

Oleksander Falko, Junior brand manager

Silver

Quality campaign

Ketchup category has been in decline for several years due to the growth of retail prices, and for the trend of healthy lifestyle. Torchyn suffered the most as being one of the higher priced products in the category. Many consumers switched to cheaper ketchups, trying to save money, or preferred those ketchups, which they considered more natural. Forming the right perception of quality of ketchup is pricey and complicated: for one group of consumers it’s about the ingredients, for others it’s about expiry terms, and also about recipe, additions, and healthiness aspects. So many various facets of quality – but communication should answer at all question at once! Implementing an integrated campaign, we managed to put a stop not only to the sales of Torchyn, but we also managed to drive the growth of the entire category with the growth of Torchyn market share.  


Agency – VisageDDB

Anton Savchuk, Creative Director                   

Ruslan Palamarchuk, Art Director                

Roman Shemchuk, Designer            

Irina Denyak, Account Director

Yuliya Koritskaya, Senior Account Manager

 

Media Agency – Zenith

 

Client - Nestle Ukraine

Anna Gryshchuk, Group Brand Manager TORCHYN Cold Sauces BU Culinary

Non-alcoholic drinks
Finalist

Launch of functional juices

Juice is not a top-priority product bought by an average family during recession. That is why it is not an easy task to find and launch successfully a necessary product in this category. The needs of a big city dweller – energy, health, slenderness – require great efforts and self-improvement, and there is no simple solution. We offered this solution. All three needs were considered in each SKU of the range, which enabled us to launch a new product successfully, enhance the brand, and to take even more care for our consumers. 


Agency - Geometry Global Ukraine

Julie Mazour, Managing Director

Yana Isayenko, Group Account Director                              

Aleksandra Kuzmenko, Senior Account manager

Nadiia Trikoz, Creative Director                 

Sergey Yaroslavtsev, Creative Group Head

 

Client – Sandora LTD

Andriy Gotun, Senior Brand manager Sandora & Frutz               

Yuliia Miglovets, Brand Manager Sandora

Finalist

Pit Bull Battle

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull


Agency - ODDEE Agency

BAZAR IVAN Creative Director

ALINA TSYGANOK Creative Supervisor

 

Client - New Products Group

Elena Selutina Director of Corporate Communications & PR 

Boris Tkachev  Director of Research & Strategy

Oksana Tsygankova Group brand manager (till march 2017)

Finalist

Ukraine invites for coffee. Jacobs invites to Eurovision

This case is the example of how brand’s communication toolbox can be enriched with sponsorship, which phenomenally matches values, prominence and scale of the brand-sponsor.

Best-in-class integration of the national sponsorship event into its annual communication plan allowed JACOBS to gain market share, increase brand awareness, fuel uplift in retail Clients’ sales and interfere main competitor’s plans to benefit from Eurovision with any of its product categories.


Agency – GOODMEDIA

Artem Gostev, Art Director

Mariya Gosteva, idea              

Andriy Nesterenko, Director               

Alexey Nazaruk, DOP                   

Viktor Maykov, Production Manager             

Kirill Timoshenko, Producer

 

Second Agency - SAATCHI & SAATCHI

Media Agency - MEDIA EXPERT

Marketing Services Agency - HAVAS ENGAGE UKRAINE

PR Agency - HOSHVA PR

 

Client - Jacobs Douwe Egberts Ukraina

Natalie Palina, Marketing Director, UA and EECA

Iryna Tkachenko, Marketing Manager, Instant Coffee Category, Ukraine         

Pavlo Prus, Brand Manager, Instant Coffee Category

Oleksandra Kostyuk, Marketing Intelligence and Category Development Lead, Ukraine & EECA

Inna Myronyuk, Junior Brand Manager, R&G Coffee Category and Superpremium brands

Alcoholic drinks
Gold

MAKE MARTINI YOUNG AGAIN

LAUNCHING IMPORTED ALCOHOL BRANDS IN UKRAINE DIFFICULT AND EXPENSIVE

The key limitation lies in the plane of communication channels with the audience - from the conditionally permitted only legally accessible media and HoReCa.

Media. Despite the limitations, TV and the Internet are the main collectors of budgets for alcohol brands, which creates a huge clatter of advertising messages. If the Internet still can legally circumvent the ban on demonstration of the product and the voice of the brand name, then TV is only available in the "sponsorship" format - de facto it is direct advertising with a cut-down functionality. The effectiveness of building knowledge directly depends on the size of the budget.

HoReCa is a traditional channel for sampling a new alcoholic beverage, but it is extremely limited in the volume of the audience, with weak involvement and a huge cost of contact. Despite the fact that sampling is traditionally part of multi-million dollar sponsorship contracts with institutions, the total number of sample contacts can hardly overcome the mark of 50,000 servings per year.

In 2017, Bacardi-Martini takes the decision to launch the Martini & Tonic sub-brand - the recipe for easy easy-mix cocktails, which were supposed to begin a reboot of Ukrainians understanding of the culture of Martini consumption:

• Cocktail based on Martini Bianco - to expand the situation of consumption by women

• Cocktail on the basis of Martini Rosso - to recruit in the brand of men

OUR KEY CHALLENGE SEARCHED ALTERNATIVE - MORE EFFECTIVE - MODEL OF LAUNCHING SABBREND


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                    

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director                    

                  

Media Agency - OMD | Media Direction

Digital Agency - NEOS Digital

PR Agency - HOSHVA PR

Other Agency - NEBO Event Management

 

Client -  BACARDI-MARTINI UKRAINE

Anastasia Yershova , Sales and Marketing assistant

Sergey Ostapchuk, on-trade manager

Bronze

The Blueberry rain is conquering the territory

Somersby with blueberry juice "blew up" the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations.

The Challenge: Become the number one cider among non-apple tastes.

The Idea: To rain down with seasonal blueberry on the territory of all Ukraine and organize incredible blueberry fun.

Bringing the Idea to Life: Fill TV and Internet with cool spots and dye hair of our craziest loyal consumers into the blueberry color.

The Results: The most successful launch comparing to all competitors


Agency -  PROVID

Kirill Chichkan, Creative Director                    

Olga Khanenko, Art Director               

Daria Gordiichuk, Copywriter

Andrii Myroniuk, Group Account Director                   

Maria Mazneva, Account Manager      

 

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client -  Carlsberg Ukraine

Dmitriy Pilipenko, Marketing Manager                   

Lesya Tarasenko, Senior Brand Manager               

Oksana Lening, Junior Brand Manager

Bronze

Story of how we have earned “lemons” on lemons together with dudes

S&R Garage has its brand heroes – Seth, Riley and Joe. They are hanging out in the garage and making Garage with lemons and ice. Later on, the competitors started to copy their style, and in order to keep the leadership we used something, that differs Garage from others – lemons.

Dudes started to do foolish challenges with lemons in their garage, put their faces on limited edition cans, and their Ukrainian protégé started a lemon vlog. We told guys and chicks about our dudes to make them remember, that Garage is an expert of naturalness.


Agency -   THINKMcCANN

Yevhen Kaminskyi, Creative Director

Victor Vysotskyi, Creative Group Head

Oksana Kapranova, Art Director

Illya Yankovsky, Сopywriter

Mariya Sheremet, Designer

Olga Kutuzova, Group Account Director

Olena Tkachuk, Account Manager

Yuriy Sklyaruk, Producer

 

Media Agency - OMD Media Direction

Digital Agency -  AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Dmytro Pylypenko, Marketing Manager

Yuliya Kyryllova, Senior Brand Manager

Viktoriya Khalanska, Brand Executive

Finalist

Arctica launch

This case is a successful example of unconventional thinking and going against the trend on all possible stages: growing on a declining market, asking premium price for an extremely price sensitive product, making more value by adding less ingredients, being rationally persuasive with an emotional communication, and eventually winning more than it seemed possible.


Agency - TBWAUkraine

Svetlana Tsvelenyeva – Creative Director       

Olga Perepelytsia – Account Director            

Anton Momot – Art Director                

Taras Bai – Junior Art Director    

 

Digital Agency -  AGAMA DIGITAL GROUP 

 

Client - Eastern Bevrage Trading

Bezugly Aleksey, Marketing Director                   

Kushch Dmytro, Group Brand Manager (vodka)                   

Skripchenko Olga, Junior Brand Manager (vodka)

FMCG
Gold

Born for Hugs 2017

For 3 years in a row Huggies leads the emotional communication, delivering the main brand
values. More than that: they carry the charity mission, drawing the attention of the society on
the children deprived of mother`s hugs and providing help for them.
In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand
awareness, market share, trial purchase).


Agency - ISD Group

Nataliya Tachinskaya, Creative Director, Executive producer

Nataliya Tachinskaya,Strategy Director: Mikhael Traverse; Art Director

Juliya Ovcharenko, Creative Group Head: Ihor Tulub ; Copywriter

Nadya Lugovskaya, Development: Andrew Sergeyev; Design

Vladimir Bilets, Account manager: Svetlana Myronchuk; Analyst

Aliya Nisapova, Copywriter

 

Client - Kimberly-Clark Ukraine

Echkenko Elena, brand-manager

Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe

Finalist

Domestos – The Expert of Cleanliness

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience.

The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity.    


Agency – Initiative

Andrew Andrushenko, Managing Director                     

Sergei Kostin, Executive Director                  

Kirill Prokhur, Account Director

Ilona Dyachenko, Media Group Head                

Angelika Ischenko, Media Planner

 

Second Agency -  Starlight Brand Content

Digital Agency - Starlight Digital

 

Client - Unilever Ukraine

Alexey Popov, Marketing Manager, HouseHold Care & Beverages                   

Aleksandra Iasko, Media Manager               

Elena Shvoryak, Head of Marketing

Health & Beauty
Bronze

Scare or Dare. Veet Sensitive Precision Launch Campaign

Veet Sensitive Precision Trimmer launch was aimed to challenge the trimmer category as well as to compete with the regular razors in women’s daily routine. The project is a great example of non-standard approach to engaging users in digital channel. Our emotional campaign showed that women are tender and they deserve better.



Agency -  Hoshva DGTL

Anton Yatsenko, Head of Strategy                  

Nataliya Potasheva, Client Service Director                  

Alyona Sylchuk, Account Manager                                                        

Evgen Madenov, Art Director

Second Agency - Hoshva PR 

Media Agency -    Media Expert

 

Client -  Reckitt Benckiser Household & Healthcare Ukraine

Oleg Spivak, Marketing Director        

Olha Etke, Junior Activation Manager Veet

Medicines & medical care services
Silver

THE DAD

Bobotic is a drug for treatment of newborns’ intestinal colic. The main competitors are on TV with large media scales, where they show traditional videos  "problem – solution».

But the means for newborns don’t have a permanent target audience. The group of people who are wondering how to save a baby from colic quickly and safely changes every 2-3 months.

That’s why we turned to young parents living in a world of rapidly emerging and just as rapidly losing their relevance trends.

They are prone to quick methods of solving problems and don’t want to think about how to cook dill water.


Agency -   BART&FINK

Oleg Tomin, Creative Director                   

Misha Fishchenko, Copywriter   

Katya Chanysheva, Copywriter   

Petro Didenko, Head of Art Department

Iryna Kozachenko, Art Director

 

Client - Polpharma Ukraine

Irina But, Marketing Director                   

Olena Boichenko, Product Manager                    

Bronze

Synevo: Don’t ruin your life feast

Medical brands are not used to create fun & engaging content, because they still think that “people won’t get it seriously”. But sometimes (and this project proves that) it’s better to create a positive emotions & have fun even when we’re talking about such serious things as diabetes, prostate cancer or heart attack. This approach has shown it’s effectiveness and we already exceeded the planned KPI by 2 times. In addition, 2017 year results are dozens times higher than the previous year results. That’s why, we believe that this project deserves better!


Agency -  Hoshva DGTL

Anton Yatsenko, Head of Strategy                   

Nataliya Potasheva, Client Service Director                  

Anna Mizina, Account Manager                   

Irina Kolokot, Account Manager                   

Yana Bogdanova, Art Director  

Second Agency - Hoshva PR

 

Client -    Synevo Ukraine

Bogdan Kidon, Head of Marketing and Sales Synevo Ukrainе                 

Bronze

Family Idyll

"Family Idyllic" campaign advertises a potency and libido strengthening medicine. On one hand - it's easy to sell what people want. On the other hand - in consumer habits we were going head to head with products boasting nearly magical properties of "here and now" effect. Not only Pravenor was never intimidated by such competition, it has identified changing consumer habits as its long-term objective - starting with this campaign! Judging by the fact that by the end of campaign overall category volume has grown by nearly 50% driven by Pravenor - some of Ukrainian men did listen to us!


Agency -   TBWAUkraine

Svetlana Tsvelenyeva – Creative Director      

Olga Perepelytsia – Account Director     

Anton Momot – Art Director          

Taras Bai – Junior Art Director

 

Client -   Universal Agency “Pro-Pharma”

Marina Zalyubovska - Product Manager Department of OTC                  

Victoria Charupa - Marketing Manager Department of OTC

Finalist

Endure man

The Gentos Forte promotion "Terpi, muzhik" is the best example of efficiency, because this idea is not standard for the pharmaceutical market, which has multiplied the marketing results by more than three times.

The advertising of the most pharmaceuticals is based on the standard "problem-solution" scheme. But we went beyond that scheme and added a social context to the advertisement as well as came up with a creative idea, which proved to be beneficial in the advertising field.

Due to the relevance of the problem and the social component of the promotional TV clip for Gentos Forte, we have achieved high results and have become an example of an effective campaign of the pharmaceutical brand.


Agency -  AdShot creative

Ekaterina Skibilyak, Account director               

Sergey Tsyganenko, CEO      

 

Client -   Omega Pharma    

Natalia Kuksinа, Brand Manager                   

Elena Peretyatko, Marketing director        

Home furnishings & appliances, office equipment
Finalist

Comfy. How to sell more than all refrigerators

Increase in sales in the category of large household appliances through the promotion of the category "Refrigerators"

The Challenge: To support the dynamics of sales growth

The Idea: Show that in Comfy a large selection of technology

Bringing the Idea to Life: With the help of the song they told about a wide range of equipment

The Results: leadership in the sale of refrigerators


Agency - Banda agency

Creative director — Pavlo Vrzhesch

Head of art — Yegor Petrov

Creative director — Alexandra Doroguntsova

Creative director — Taras Dzendrovskyy

Art director - Yury Kuznetsov

Copywriter — Sergey Vorvyhvost

Account manager — Daryna Gavrilova

 

Client – COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Computers, telephones, gadgets
Finalist

Radical sales Comfy in the most competitive category of smartphones

Thanks to the fact that we have creatively shown a large assortment of smartphones in Comfy stores, sales have increased in a short period of time/

The Challenge: COMFY encountered a problem: according to research, a significant part of consumers consume COMFY exclusively as a store for large household appliances. Some buyers did not even know that COMFY is selling smartphones.

The Idea: Tell and show that in the stores Comfy a lot of smartphones, the sea of smartphones.

Bringing the Idea to Life: In the video we literally showed the sea from smartphones with the help of special visual techniques

The Results: Sales increased significantly over the same period last year


Agency - Banda agency

Creative director — Pavlo Vrzhesch

Head of art — Yegor Petrov

Art director - Yury Kuznetsov

Copywriter — Roman Gurbanov

Account manager — Daryna Gavrilova

 

Client – COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Products & services for children
Bronze

Born for Hugs 2017

For 3 years in a row Huggies leads the emotional communication, delivering the main brand
values. More than that: they carry the charity mission, drawing the attention of the society on
the children deprived of mother`s hugs and providing help for them.
In 3 years Huggies Elite Soft outran the leader in the segment in the main criteria (brand
awareness, market share, trial purchase).


Agency -  ISD Group

Creative Director, Executive producer:Nataliya Tachinskaya;

Strategy Director: Mikhael Traverse; Art Director:Nataliya Tachinskaya;

Creative Group Head: Ihor Tulub ; Copywriter: Juliya Ovcharenko;

Development: Andrew Sergeyev; Design: Nadya Lugovskaya;

Account manager: Svetlana Myronchuk; Analyst: Vladimir Bilets.

 

Client - Kimberly-Clark Ukraine

Echkenko Elena, brand-manager

Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe

Finalist

“AguMoms Check”

“AguMoms Check”  had become the first unique educational and marketing project in baby food category. It was aimed not only to develop “Agusha” brand, but the category in general. With “AguMoms Check”  project we not only have reached our marketing goals but “Agusha” brand had become the “category driver” - Agusha is the only brand what performed growth during promo activity compared to previous year.


Agency - Optimum Media Ukraine

Kseniya Mikhaylenko, Strategy Director

Denis Nizovoy, Media Group Head                  

Natalia Kutsa, Head of Strategic department

Elena Gladirevskaya,_Account Manager

Stanislav Skripnik, Digital Coordinator

Second Agency -   FCBIbox

Media Agency - Optimum Media Ukraine

Digital Agency - Resolution Media Ukraine

 

Client -     SANDORA

Nataliya Kurta, Group Brand Manager (Dairy)                    

Vitaliy Besedin, Brand Manager (Baby Food)                   

Lesia Shchygol, Digital manager                   

Olga Kovaleva, Digital manager

Automotive
Finalist

KIA Sportage – the main car of National Selection to Eurovision 2017

On the background of the growing market and great sales of KIA in 2016, it was crucial to maintain the dynamics. The company has chosen the bold and unique decision for the automotive category – to become the partner of National Selection to Eurovision Song Contest 2017. Therefore KIA has risen from fifth to third position on the market.


Agency -   Starlight Brand Content

Nataliia Franchuk, Head of the National selection to Eurovision

Julia Grytsenko, Sponsorship Specialist of the STB Commercial Dep.

Alena Slutska, Head of Sales          

Iryna Kaminska, Project Manager            

Olena Shramko, Head of Analytical Department

 

Client -    FALCON-AUTO

Olena Yakovleva, Head of Advertising and Public Relations Department

Telecommunications services
Bronze

Roaming Monkey

In 2017 international roaming segment still remains not highly developed, therefore traditional competition within the segment didn’t have great potential. We have chosen the strategy of segment development. Many travelers used to turn their phone off travelling abroad, because they used to regard international roaming as expensive and uncontrollable.

Our advertising campaign has successfully overcome the set of business and communication goals and initiated a global change in the behavior pattern of mobile subscribers in roaming. Thanks to the offer from Kyivstar and its communications, we clearly and fascinatingly explained to Ukrainians that in roaming you really have not worry about the fact that the money on the account will suddenly end.


Agency - Serviceplan Ukraine

Igor Klymenko, Creative Director

Vasiliy Tanasiychuk, Executive Creative Director

Volodymyr Denys, Art Director

Elena Yakovleva, Client Service Director

Alina Boiko, Account Manager

Media Agency - Starcom

Digital Agency - Wizard Postproduction & Digital

 

Client - Kyivstar JSC

Pavel Daniman, Marketing Director

Yuriy Chornenkiy, Head of Marketing Communications Department

Mariya Kyrylyuk, Brand Manager

Finalist

3G Image

In 2015 mobile operators surprised users with plenty of new opportunities provided by digital communication. At first, companies competed mainly for innovators.

Just like the other operators, we continued to open up new technologies. However, we paid much more attention to the search of opportunities to create high-quality 3G experience for people who consider human values more important than trends and innovations.

Our advertising campaign is interesting because it showed the product part, but we made 3G not only a technology but also provided it with real human value. In addition, the indicators of its effectiveness fully met the goals.


Agency - Serviceplan Ukraine

Igor Klymenko, Creative Director

Vasiliy Tanasiychuk, Executive Creative Director

Oleg Prystupa, Art Director

Elena Yakovleva, Client Service Director

Yevgeniya Dubovik, Account Manager

Media Agency -      Starcom

Digital Agency -   Wizard Postproduction & Digital

 

Client -   Kyivstar

Pavel Daniman, Marketing Director

Yuriy Chornenkiy, Head of Marketing Communications Department

Anna Chikalova, Brand Manager

Finalist

Recording a broadcast

Interactive TV is still innovative product for Ukraine. Innovations are usually sold to early adopters or innovators. Ukrtelecom entered IPTV market 4 years after competitors, when this TA was already covered.

Instead of fighting for innovators company focused on traditionalists with average income. Communication based on high importance of family values to Ukrainians and formed a need in service for TA with limited possibilities for entertainments options. We showed that with Ukrtelecom it’s easy to keep family values without scarifying your own interests.

The goal to increase the consumer’s base of Interactive TV service database was successfully reached.


Agency - Scholz & Friends Kyiv

Irina Boyko, Creative Director   

Denis Urusov, Creative Group Head

Olga Dobrotska, Account Director           

Elena Ignatenko, Account Manager

 

Client – Ukrtelecom

Anton Zhorin, Marketing Director of Mass Segment             

Marina Kriger, Head of Marketing Communication Department                

Oksana Pustovalova, Group Brand Manager

E-commerce
Gold

Comfy. How to become a topical brand for online shoppers

A non-standard approach was chosen in order to announce the launch of the new site and show its functionality, advantages and convenience of making purchases through the site.

The Challenge: Tell that Comfy has a new site and show its capabilities.

The Idea: Show the advantages of a new site in a non-standard way.

Bringing the Idea to Life: Have made a virus/ non-standard video review.

The Results: Increase sales through the site.


Agency - Banda agency

Creative director — Pavlo Vrzhesch

Head of art — Yegor Petrov

Art director - Yury Kuznetsov

Copywriter — Sergey Vorvyhvost

Account manager — Daryna Gavrilova

 

Client – COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Bronze

L-l-l-light effort with Le-le-le-Boutique

In situation of quick growth of the new marketplace format and thwarting of e-commerce market expansion in fashion segment Leboutique outdone the numbers of successful 2016 year and secured the financing of large-scale business transformation for 2017.


Agency – PROVID

Kirill Chichkan, Creative Director                    

Illya Onufrienko, Art Director               

Kateryna Melnyk, Copywriter

Yuliya Shvedun, Account Director                    

Viktoriya Tertychna, Account Executive   

Media Agency - OMD Media Direction 

 

Client -  Leboutique

Roman Onyshchenko, CEO

Finalist

rozetka.ua-Internet-hypermarket

The problem is – a lot of people think that Rozetka sells only home appliances and electronics. “Rozetka” means plug. Probably that’s the problem – people strongly associate the name with home appliances. So we decided to add one more word, which would describe the range of products much better. If one could describe Rozetka in 1 word, it definitely would be the world’s longest word ever.  In order to underline our main message that “Rozetka’s got everything and even more” we’ve launched “The longest word” campaign. As a result – the knowledge of Rozetka’s universality got much better. Rozetka occupies leading positions even in new categories.


Agency - Havas Ukraine

Kateryna Ilchenko, director                   

Tetiana Sakhniuk, client service director                   

Ivan Akinin, creative director                  

Oleg Boroday, copywriter                   

Olena Stefanovska, account director       

 

Client -  Rozetka

Eugene Obrazok, marketing director                    

Bronze

Sweetheart, move away from the cash desk!

Our campaign solves a complex and very relevant task – bring consumers from offline to online. In fact, this means scrapping the habit of buying bus tickets at the ticket office and developing trust to buying tickets online.

The problem is that bus tickets aren't household appliances or clothes (after all, Ukrainians have already been taught how to make such purchases on the Internet).

Being the absolute leader in its segment, Busfor company came out with communication, moving forward the whole ticket E-commerce. Thus, "more purchases of bus tickets online" in our case turned into "more purchases of bus tickets on busfor.ua".


Agency - BART&FINK

Oleg Tomin, Creative Director                   

Misha Fishchenko, Copywriter                   

Petro Didenko, Head of Art Department

Iryna Kozachenko, Art Director

 

Client - I-Travels

Alexandr Pavlovitch, CEO                

Lyudmila Bedrenets, Head of Marketing Department

Kathreen Borovska, Deputy Chief Marketing Officer                 

Bronze

BAM! And you're on a new job. WORK.ua

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more. 


Agency - Banda agency

Creative director — Pavel Vrzhesch

Strategy director — Yaroslav Serdyuk

Head of art — Yegor Petrov

Strategist — Anya Bosa

Art director — Yuriy Kuznetov

Account director — Nastya Guzova

Media Agency -  Navigator Media

 

Client - Work.ua

CEO – Arthur Mihno

Creative director – Andriy Borovyk

Finalist

Winner Group Ukraine. For Those Who Conquer

We created an effective brand communication system for WGU with its own managed platform and measurable promotion channels. For one year we launched a new business direction for the client. Now they position themselves on the market as an independent real estate agency and receive an additional income from the leasing of not only their own but also partner's real estate.


Agency - CF.Digital

Yuliana Kobylinskaya - Project manager

Eva Shnaider - UX Designer 

Anastasia Karida - Promo project manager

Aleksey Oksymets - Marketing Analyst

Vladymyr Yarmolenko – Front-end

 

Client - Winner Group Ukraine

Retail & public services
Silver

From a fading brand for the chosen ones into a thriving brand for everyone in 2 years

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices,  and after all wholesale is  joyful. As the result sales growth outpaces the category growth  by 1.5 items during last two years.


Agency -   Ogilvy & Mather Ukraine

Tatyana Dzen, Associate Creative Director                  

Evgeniya Dzyubenko, Associate Creative Director                  

Alex Yavorskiy, Copywriter                 

Tatyana Bazhanova, Account Director                   

Elena Melnichenko, Account Manager         

Media Agency -   OMD Media Direction    

 

Client - METRO Cash & Carry Ukraine

Vadim Ishchenko, Marketing Manager                   

Oksana Andreyeva, Senior specialist on advertising and marketing activities                    

Bronze

How to turn Comfy into a store of the future

Our idea was based on the idea that the new Comfy becomes the strongest competitor for itself. For us, the only way to achieve success is to be a little better than yesterday. Such a philosophy allows us not to limit ourselves to communication only about prices. We say that we try to be better in everything than we were yesterday.


Agency - Banda agency

Creative director — Pavel  Vrzhesch

Head of art/Director — Yegor Petrov

Art director – Yuriy Kuznetsov

Copywriter — Sergey Vorvikhvost

Account manager — Daryna Gavrilova

 

Client – COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Bronze

99% discount without margin loss

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar)

Every player is ready to lower the margin for increasing sales.

NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality?


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director                   

Marketing Services Agency - MAG MS

 

Client – NOVUS

Elena Berezhnaya, Communications manager

Finalist

Good Wine. "Make important things"

We decided to combine all future Good Wine communications under the slogan: "Doing the Most Important". Its ambiguity and versatility ensures its effective use for many years.


Agency - Banda agency

Creative Director – Pavlo Vrzhesch

Head of Strategy – Yaroslav Serdiuk

Head of Art – Yegor Petrov

Copywriter - Anna Goncharova

Junior Copywriters - Nastya Burganova, Artyom Lisak

Senior Designer - Anton Ivanov

Designer - Yura Rusovsky

Account director - Anna Olkhovets

Account manager - Yevheniia Dvoretska

 

Client - Good Wine     

Head of marketing department – Maria Oleynik   

Fashion. Style. Clothing. Jewelry. Accessories.
Bronze

L-l-l-light effort with Le-le-le-Boutique

In situation of quick growth of the new marketplace format and thwarting of e-commerce market expansion in fashion segment Leboutique outdone the numbers of successful 2016 year and secured the financing of large-scale business transformation for 2017.


Agency -   PROVID

Kirill Chichkan, Creative Director                    

Illya Onufrienko, Art Director               

Kateryna Melnyk, Copywriter

Yuliya Shvedun, Account Director                    

Viktoriya Tertychna, Account Executive          

Media Agency -    OMD Media Direction

 

Client -  Leboutique

Roman Onyshchenko, CEO

Foodservice
Gold

Free Beer Forever

Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet.

Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine. 


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency -    Rapport Belgium

Media Agency -  UM (Universal McCann)

 

Client -      Beer Point

Andrey Fesenko, Director

Leisure, entertainment, culture & education, travel & tourism
Gold

KinoMama

There were no similar products in Ukraine before the launch of "KinoMama" sessions! We were able to create a new product and to find an unfilled niche not only in the growing film market, but also in the whole entertainment field. Our discovered audience - digital moms - allowed solving business problems. Without any investments in PR, we received a large number of positive reviews in the national media. We created a product: unique and in-demand for our market.


Agency – Postmen

Yaroslav Vedmid, CEO

Olga Sytnik, Account Manager

Anna Seniuk, Art Director

Natalia Kuzmina, Craft designer

Kateryna Melnyk, Media Analyst

 

Client - Planeta Kino

Oksana Khvalova, Director of cinemas in Lviv

Finalist

Eurovision 2017 - Celebrate Diversity

The notion of celebrating Diversity and necklace symbol are at the heart of Eurovision values: it is all inclusive and all about countries around Europe, and beyond, that joined together to celebrate both our common ground and our unique differences, as well as some great music. 


Agency - Banda agency

Creative Director – Pavlo Vrzhesch

Head of Strategy – Yaroslav Serdiuk

Head of Art – Yegor Petrov

Senior Designer – Anton Ivanov

Designer – Illia Shulzhenko

Art Director – Aleksey Dуvysenko

Art Director – Maria Dmytrova

Copywriter – Anastasia Burganova

Design Studio Director – Denys Gerasko

Art Director – Ivan Symonovskyi

Senior Designer – Dmytro Basov

Second Agency - Republique

 

Client - Eurovision 2017 Song Contest

Show producer Eurovision 2017 – Stuart Barlow 

Creative Supervising Director  – Barbara Simon

Financial & Business services
Bronze

Rational loans for emotional needs

The story is about how effective media and creative strategy can put cash loand in bank on the new level of sales thanks to repositioning to a new target audience with better solvency level.

Successfully chosen format of 10” video communication with bright idea, with was not used for banking category before, make this product very visible in aggressive environment of banking advertising.


Agency - TMA Communications

Uriy Gorbachevskiy, Creative Director

Mikhael Karapetyan,  Senior Copywriter

Anna Tsarenko, Group Account Director

Ludmila Kosovych, Strategic Director                  

Viktoriya Prihodko, Senior Account Manager

 

Client – Kredobank

Yaryna Zozulya,  Head of Marketing Department 

Khrystyna Loktyeva, Deputy Head of Marketing Department        

Finalist

Witnesses of the Last Week to the Salary

You might notice such people. Suddenly they are dramatically changed: they become hermits, abandon their habitual way of life and began to eat ascetic food. It seems they are approaching enlightenment...
These are witnesses of the last week to the salary. The only thing they want to approach is a salary. And we significantly reduced this sect by showing its members a simple way out of it – a credit card from OTP Bank.


Agency – THINKMcCANN

Yevhen Kaminskyi, Creative Director

Victor Vysotskyi, Creative Group Head

Victoriya Nikonenko, Art Director

Marian Shum, Art Director

Vira Bilostotska, Designer

Olga Rozhankivska, Group Account Director

Yuliya Gurenko, Senior Account Manager

Yuriy Skliaruk, Head of TV production department

Larysa Todosiychuk, Producer

Media Agency -   Initiative

 

Client - OTP Bank

Volodymyr Mudryi, Board Member

Nataliia Slichuk, Head of Marketing Unit

Kristina Tsvyk, Marketing Communications Specialist

Media & Self promotion
Silver

Museum of News

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of "Mystetskyi Arsenal", sold 10,000 copies of TSN branded merchandise, and had the media coverage of 30,000,000 people.


Agency - Gres Todorchuk PR

Yaroslava Gres, CEO            

Oleksandr Todorchuk, creative director   

Vita Nozdracheva, project manager               

Kateryna Nikolaenko, project manager            

Sergiy Sofin, designer              

Maria Artemenko  head of PR  

Dariia Yuzhakova, designer            

Anastasia Titova, PR manager          

Ludmyla Gytsevych, PR manager 

Julia Solovey, PR manager                                      

Anna Andrusenko, PR manager                    

Daria Lubimova, PR manager

Olena Konkova, PR manager

Other Agency - Mystetskyi Arsenal

 

Client  -  1+1 media group

Oleksandr Tkachenko, CEO

Svitlana Paveletska, head of corporate communications and PR               

Serhij Popov, head of news department                    

Anatolij Shved, technical director at TSN              

Olena Nesmijan, deputy director of news department

Ella Belostotska, editor

Hanna Nechaj, PR manager

Other services
Bronze

WORK.ua BAM! And you're on a new job

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more.


Agency - Banda agency

Creative director — Pavel  Vrzhesch

Strategy director — Yaroslav Serdyuk

Head of art — Yegor Petrov

Strategist — Anya Bosa

Art director — Yuriy Kuznetsov

Account director — Nastya Guzova

Media Agency - Navigator Media

 

Client - Work.ua

CEO – Arthur Mikhno

Creative director – Andriy Borovyk

Social & charity
Silver

Let it be the chocolate!

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans.

And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human.  Therefore, this situation affects negatively on the living conditions of us all.

PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation…


Agency - TWIGA’Idea

Svetlana Stepanenko, CEO TWIGA Ukraine                 

Ihor Sheykin, Creative Director  TWIGA’Idea

Kateryna Velgan, Concept Project Director TWIGA’Idea

Natalia Bulbuk, Project manager TWIGA Ukraine

Roman Shykhutsky, Managing Director Media First Ukraine

Second Agency - Studio7

Media Agency - Media First

Digital Agency - TWIGA Digital

 

Client - Public Organization «Tse Nash Kyiv »

Dmitry Fedorenko, Director

Finalist

Ballad of the infantry

Among many social videos in support of the army and constant repetition of insights frequently covered by "direct competitors", "Ballad of the Infantry" became a real 2-minute movie that highlighted heroism in a new way and showed the reality of life and service of the largest unit of the Armed Forces of Ukraine, which undeservingly remained behind the scenes. An image that was used as the basis of the campaign was a simple soldier's shovel; traditionally representing "an instrument of humiliation of the infantry", in our video it became a new symbol of the Ukrainian Ground Forces. Let’s exceed the target for contract recruitment and return mobilized Ukrainian soldiers home. Let’s stop the next wave of mobilization!


Agency - TABASCO GROUP

Aleksandr Smirnov, Creative Director, Partner                  

Yevhen Sazhniev, Art Director              

Olga Zhegulina, Producer 

Victoria Enkina, Client Service Director     

Second Agency - Consulting company «K&K Group»     

Other Agency -  Production House «Lime Lite Studio»  

 

Client - Command of the Ground Forces of the Armed Forces of Ukraine

Bronze

Find People Missing Social Awareness Campaign

As a topic finding people missed in armed conflict in Eastern Ukraine is emotionally demanding and much ignored by local media. With no funds budgeted for TV or radio broadcasts, we faced a task of encouraging people whose relatives or loved ones missed in action to call the hotline launched by the International Committee of the Red Cross to get proper help. The campaign resulted in many target calls to the hotline received, new cases to search for the MIAs opened and valuable information on the existing cases obtained.


Agency - PlusOne DA

Oksana Kryachko, Project Manager

Dmytro Lyhoyi, Creative Director

Oleksyi Marahovskyi, Producer

Taras Solovei, Art Darector

Ksenya Ermak, Advertising Manager

Maksym Savanevskyi, Strategist

 

Client - International Committee of the Red Cross

Marie-Servane Desjonqueres, Head of Communications

Finalist

Face to face with death

This is an example of a comprehensive approach to communication of traffic regulations and altering the attitude towards observing and enforcing speed limits among the most impervious audience – drivers. Instead of general statement or gruesome demonstration, bound to impair the perception, we worked out several pinpoint messages, grounded in sociological studies of insights. Each message addressed one of the three main fears of drivers, creating the direct causal link between speeding and the fears coming to life. 

This approach enabled us to break through the wall of skepticism, working on a basic emotional level, and reach feasible positive response.  


Agency – PROVID

Vlad Galyapa, Associated Creative Director

Elena Zayats, Project manager

 

Client -  Egis & Ministry of Infrastructure of Ukraine

Political and patriotic campaigns, state campaigns and programs
Finalist

Ballad of the infantry

Among many social videos in support of the army and constant repetition of insights frequently covered by "direct competitors", "Ballad of the Infantry" became a real 2-minute movie that highlighted heroism in a new way and showed the reality of life and service of the largest unit of the Armed Forces of Ukraine, which undeservingly remained behind the scenes. An image that was used as the basis of the campaign was a simple soldier's shovel; traditionally representing "an instrument of humiliation of the infantry", in our video it became a new symbol of the Ukrainian Ground Forces. Let’s exceed the target for contract recruitment and return mobilized Ukrainian soldiers home. Let’s stop the next wave of mobilization!


Agency - TABASCO GROUP

Aleksandr Smirnov, Creative Director, Partner                  

Yevhen Sazhniev, Art Director              

Olga Zhegulina, Producer 

Victoria Enkina, Client Service Director         

Second Agency - Consulting company «K&K Group»

Other Agency - Production House «Lime Lite Studio»

 

Client - Command of the Ground Forces of the Armed Forces of Ukraine

Small Budget
Silver

Free Beer Forever

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and gain new customers. The media placement budget was as low as $3,000.

Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. Owing to the viral effect the pub has become well-known in Ukraine


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency - Rapport Belgium

Media Agency - UM (Universal McCann)

 

Client -    Beer Point

Andrey Fesenko, Director

Finalist

Old things and modern children

Less than a month before the launch of “DEC life school”, the percentage of pupils’ shortage was 42%. Fee rate is 5 times higher than the average market price. The main challenge was that the entire budget planned for the launch of the school was spent on its inventory. Having a zero budget for marketing, in just 6 days we created a Facebook video that has around 2 000 000 views and increased the number of subscribers by 717%. We attracted 15 new clients who would bring $ 135,000 in one academic year to the school budget.


Agency - Gres Todorchuk PR

Yaroslava Gres, CEO

Oleksandr Todorchuk, creative director          

Julia Solovey, team leader               

Andrij Buldakov, videocontent manager

 

Client - DEC life school

Natalia Tarchenko, co-founder of “DEC life school”            

Svitlana Zaluzhna, head of project at “DEC life school”, innovations director          

Svitlana Bulkahova, academic director at “DEC life school”               

Iryna Bondarenko, brand manager at “DEC life school”

Finalist

White Wednesday - Bukovel Sale Day

Bukovel is №1 ski resort in Eastern Europe in terms of growth dynamics.

Its business approach is to make customers buy skipasses before the season starts.

Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days.

We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday.

We provoked strong emotions and combined them with a social media post that sales. As the result we spent 0 UAH and exceeded our goal by 9,8%.


Agency - Postmen DA

Yaroslav Vedmid, CEO               

Yuiia Havron, Account Director        

Oleksandra Kazarina, Head of Media      

Anna Seniuk, Art Director

Igor Atamachuk, motion designer

 

Client – Bukovel

Bronze

Kyiv Sotka

Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years.

With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! 


Agency - Tabasco Group

Aleksandr Smirnov, Creative Director, Partner                  

Aleksandr Koptev, Creative Group Head                 

Victoria Enkina, Client Service Director

Digital Agency - Sigma Digital

Other Agency - Full Contact

 

Client -Commonwealth of companies with the head of project initiator in Kyiv – Sergiy Kharchyuk

Finalist

VDNH rebranding

In order to make VDNG a favorite place, we have been working to make the space of the complex expressive, thus creating and complementing the unique atmosphere of the VDNH.

We are open to everyone and for everyone. We believe that we can do better, work better, live better. We are optimistic and we want to share and recharge all our guests. Do not postpone the moment, change your life, embody your dreams, change the world - that's what the new VDNH says.


Agency - Banda agency

Creative Director – Pavlo Vrzhesch

Head of Strategy – Yaroslav Serdiuk

Head of Art – Yegor Petrov

Senior Designer – Anton Ivanov

Senior Copywriter – Anna Goncharova

Copywriter – Anastasia Burganova

 

Client – VDNH

CEO – Maxim Bakhmatov

Director of Development – Max Yakover

Art Director – Olga Safina

Rebranding
Silver

From a fading brand for the chosen ones into a thriving brand for everyone in 2 years

A long time ago METRO was a desired place for shopping for final costumers. But when a lot of supermarkets appeared close to door everyone forgot about Metro with cards system only for self-employed and located in remoted area. Brand opened its doors for everyone and launched new communication platform «Wholesale for all» to re-conquer costumers. During two years we were revealing that Metro added new meaning of wholesale, namely: wholesale is not only for self employed, it is for everyone; wholesale is for all life situations and begins with only 3 items; wholesale is truly low prices,  and after all wholesale is  joyful. As the result sales growth outpaces the category growth  by 1.5 items during last two years.


Agency - Ogilvy & Mather Ukraine

Tatyana Dzen, Associate Creative Director                  

Evgeniya Dzyubenko, Associate Creative Director                  

Alex Yavorskiy, Copywriter                 

Tatyana Bazhanova, Account Director                   

Elena Melnichenko, Account Manager 

Media Agency - OMD Media Direction  

 

Client - METRO Cash & Carry Ukraine Ltd                   

Vadim Ishchenko, Marketing Manager                   

Oksana Andreyeva, Senior specialist on advertising and marketing 

Bronze

Renewed brand of Eurovision 2017

The notion of celebrating Diversity and necklace symbol are at the heart of Eurovision values: it is all inclusive and all about countries around Europe, and beyond, that joined together to celebrate both our common ground and our unique differences, as well as some great music.


Agency - Banda agency

Creative Director – Pavlo Vrzhesch

Head of Strategy – Yaroslav Serdiuk

Head of Art – Yegor Petrov

Senior Designer – Anton Ivanov

Designer – Illia Shulzhenko

Art Director – Aleksey Dуvysenko

Art Director – Maria Dmytrova

Copywriter – Anastasia Burganova

Design Studio Director – Denys Gerasko

Art Director – Ivan Symonovskyi

Senior Designer – Dmytro Basov

Second Agency - Republique

 

Client - Eurovision 2017 Song Contest

Stuart Barlow – Show producer Eurovision 2017

Barbara Simon – Creative Supervising Director

New technologies and/or Media innovation
Silver

Pay for Peaceful Sleep

Pay for Peaceful Sleep is the case showing how to creatively solve the problem of decreasing donation for ATO zone army needs caused by the ignorance to the war arising among Ukrainians. As the idea foresaw a very peculiar way to use both application developed under it and the media materials, campaign realization required little investment. Yet, as the result, not only did the Fund slowed down the decrease in donations, but also received a new tool for raising funds.


Agency - AGAMA digital group (Liquid7)

Artem Karelin, Creative director

Maxim Boritko, Creative director

Mariya Chaplinskaya, copywriter

Kristina Kachmar, Art director

Daria Ponomarenko, designer

Andrey Galak, QA

Nikita Karpov, QA

Sergey Uperenko, project manager

Dmytro Grushevskyy, Digital director

Alexey Novikov, Digital creative director

Olga Buzunova, Managing director 

Second Agency - Talan Communications (Talan Group) 

 

Client - Charitable foundation “Come Back Alive”

Vira Prokhyra, PR-coordinator                     

Vitaliy Deynega, Founder                    

Bronze

Free Beer Forever

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and gain new customers. The media placement budget was as low as $3,000. The classic approach to media would hardly work given the tasks and the available budget, so we’ve taken a new look at media. 

To create a stir around Beer Point, we’ve placed an ad 2,000 km away from the pub – in Brussels, in front of the building of the European Parliament. Beer Point promised to stand free beer to all members of the European Parliament for visa-free travel for Ukrainians.

The viral effect has made the pub popular both in Belgium and in Ukraine. 


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency -    Rapport Belgium

Media Agency -  UM (Universal McCann)

 

Client -      Beer Point

Andrey Fesenko, Director

Bronze

Mivina: The Battle of Tastes

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category. Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters. We created a site, developed a key-visual and shot a commercial. Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign. Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne!


Agency - THINKMcCANN

Julia Storchak, Creative Group Head

Marian Shum, Art Director

Olena Gnucheva, Senior Copywriter

Yuriy Skliaruk, Producer

Anna Bobina, Account Director

Alina Golub, Junior Account Manager

Second Agency - Zenith

 

Client - Nestlé Ukraine, Mivina

Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestlé Ukraine

Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestlé 

Product/Service Launch
Silver

KinoMama

There were no similar products in Ukraine before the launch of "KinoMama" sessions! We were able to create a new product and to find an unfilled niche not only in the growing film market, but also in the whole entertainment field. Our discovered audience - digital moms - allowed solving business problems. Without any investments in PR, we received a large number of positive reviews in the national media. We created a product: unique and in-demand for our market.


Agency – Postmen

Yaroslav Vedmid, CEO

Olga Sytnik, Account Manager

Anna Seniuk, Art Director

Natalia Kuzmina, Craft designer

Kateryna Melnyk, Media Analyst

 

Client - Planeta Kino

Oksana Khvalova, Director of cinemas in Lviv

Bronze

Juice is not a top-priority product bought by an average family during recession. That is why it is not an easy task to find and launch successfully a necessary product in this category. The needs of a big city dweller – energy, health, slenderness – require great efforts and self-improvement, and there is no simple solution. We offered this solution. All three needs were considered in each SKU of the range, which enabled us to launch a new product successfully, enhance the brand, and to take even more care for our consumers. 


Agency - Geometry Global Ukraine

Julie Mazour, Managing Director

Yana Isayenko, Group Account Director                              

Aleksandra Kuzmenko, Senior Account manager

Nadiia Trikoz, Creative Director                 

Sergey Yaroslavtsev, Creative Group Head

 

Client – Sandora

Andriy Gotun, Senior Brand manager Sandora & Frutz               

Yuliia Miglovets, Brand Manager Sandora

Most effective use of social media marketing
Bronze

“Make it happen” with Maybelline New York

The category of make-up cosmetics in Ukraine is highly differentiated and is represented by a huge number of brands that are fighting for popularity among users. The threat from own brands of trading networks and direct sellers via catalogs constantly grows.

For Maybelline New York it was increasingly hard to keep the leadership position in the category of make-up cosmetics, which reflected in the decline in market share in 2016. Also, according to the results of the study, it turned out that the consumer is not ready to pay more for the value of the brand, believing that its products could be cheaper. Increasing the value in the perception of the consumer was possible only through strong image support and the formation of an emotional connection with the brand.

For successful communication with the goal of retaining market leadership and building the image of Maybelline New York, standard communication with high coverage was not enough. That's why we used the insights of our audience to build a single communication platform that would convey the brand positioning and help build a connection with the consumer.

The main media channel for our audience of young girls is digital, and preference for online time spent - watching videos with relevant content. The main channel for video consumption is YouTube.

That's why we decided to create video content with the coolest brand ambassador and use YouTube brand channel as the main point of contact with the audience.

Make-up lessons, fun product videos, engaging contest mechanics - all this together was so interesting to our audience that the growth of YouTube channel and involvement in content surpassed all our boldest expectations!

We can proudly say that thanks to a set of solutions based on the study of the motives and interests of the target audience, the brand managed to achieve incredible business results, as well as media efficiency indicators.


Agency - TV lab

Olexandr Khmyrov, Executive producer, Director

Olena Gusak, Alina  Producers

Viktoria zaliznyuk, Producers

Matochkina Alina, Producers

Nikita Bulgakov, Director

Katya Tyurina, Director

Katya Miazova, Director

Ruslan Mingazirov, DOP

Andrew Yakovlew, DOP

Dmitry Pustovarov  Editor

Oleksandr Dysenko, Compositing

Oleksandr Troshilo, Motion graphics 

Second Agency - Zenith

 

Client - L’Oréal

Zhylina Tatiana Vladimirovna, Marketing manager makeup category L’Oreal Paris, Maybelline NY                   

Kobets Alina Nikolaevna, Digital Manager Consumer Product Division                    

Kulikova Maria Sergeevna, Product Manager Maybelline NY                    

Finalist

Pit Bull Battle

This case is a really good example of using a cross-functional platform that combines on-line and off-line promotions, social function, image building and loyalty work for building integral and structured brand. It shows how brand develops within the project as well as together with project. Here the project itself has become a separate developing brand, where a Pit Bull brand exists as a part of it. So, in other words, having its own brand strength, the cross-functional platform of Pit Bull Battle also strengthens and develops its parent brand - Pit Bull.


Agency - ODDEE Agency

BAZAR IVAN Creative Director

ALINA TSYGANOK Creative Supervisor

 

Client - New Products Group

Elena Selutina Director of Corporate Communications & PR 

Boris Tkachev  Director of Research & Strategy

Oksana Tsygankova Group brand manager (till march 2017)

Finalist

Oscar totalizator

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscartotalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. 


Agency - Postmen

Yaroslav Vedmid, CEO         

Olga Sytnik, Account Manager                   

Anna Seniuk, Art Director  

Natalia Kuzmina, Craft designer

Kate Lutaya, Editor

 

Client - Planeta Kino

Bronze

White Wednesday - Bukovel Sale Day

Bukovel is №1 ski resort in Eastern Europe in terms of its growth dynamics. Its social media accumulated 370 thousands of fans. Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days. We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday. Working exclusively in social media, we provoked strong emotions and combined them with a social media post that sales. Without any extra costs we exceeded our goal by 9,8%


Agency - Postmen DA

Yaroslav Vedmid, CEO­­                 

Yuiia Havron, Account Director               

Oleksandra Kazarina, Head of Media             

Anna Seniuk, Art Director

Igor Atamachuk, motion designer­­­­­­­

 

Client - Bukovel

Finalist

Citrus fit challenge

We managed to create a very successful proactivity for the client, revealing the full potential of social networks and solving the client's problems with almost triple excess of KPI.

  • Engage users to interaction with brand
  • Generate sales growth
  • Solve the brand's problem by building an association "Citrus is - sport"
  • Solve tactical tasks: collect a database of registrations (participants)

We managed to do it in a short time and at low cost, due to good creativity, giveaway outline and targeting tools in social networks


Agency - MokCo digital agency  

Tetyana Mokrenko,  Managing partner                 

Hlib Pronenko, partner                 

Iuliia Isakova, project manager            

Olga Livik, Copywriter

Dmitry Panchenko, designer                  

Dmitry Foya, Media strateg       

Other Agency - Syndicate production   

 

Client - POMERANCH LLC    TM Citrus          

Single Impact Engagement
Silver

Free Beer Forever

Consumers increasingly frequently use social media to find how and where to spend their leisure time. That’s why it was necessary to develop an advertising campaign to create a stir around Beer Point in the Internet.

The pub has had no budget for a long-term coherent campaign. The shot must have been quick and precise.

Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium. This has made Beer Point popular among the members of the European Parliament. The viral effect has created a stir in social media and made the pub well-known in Ukraine.

The pub continues to reap the rewards of such bright single involvement.


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency - Rapport Belgium

Media Agency - UM (Universal McCann)

 

Client -    Beer Point

Andrey Fesenko, Director

Finalist

How Lviv Brewers arranged EuroUnvision

Traditions of hospitality that unite us. We tried to support this image of "Lvivske" with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular "female" contest.

We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with "Lvivske".


Agency - THINKMcCANN

Yevhen Kaminsky, Creative Director

Julia Storchak, Creative Group Head

Svitlana Polohaylo, Senior Art Director

Kateryna Sokol, Art Director

Olga Kutuzova, Group Account Director

Viktor Ilin, Account Manager

Yuriy Sklyaruk, Producer

Second Agency - MOMENTUM

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Taras Matsypura, Marketing Manager

Anton Panasenko, Brand Manager

Katerina Chmil, Brand Manager

Anton Gorbatyuk, Junior Brand Manage

Olga Radchenko, Trademark Specialist

Bronze

White Wednesday - Bukovel Sale Day

Bukovel is the fastest growing ski resort in Eastern Europe.

It has accumulated the biggest snow enthusiasts’ community in Ukraine on its social media.

Its business approach is to sell hotel rooms and skipasses before the season starts.

Having noticed that the last sales day brings by 88% more revenues than any other day, we decided to increase them by creating new peak days. We found it – the first snow day, or White Wednesday.

By combining our audience's overexcitement about the snow with a post that sales, we reached 2mln people and our sales goal was exceeded by 9,8%.


Agency - Postmen DA

Yaroslav Vedmid, CEO               

Yuiia Havron, Account Director        

Oleksandra Kazarina, Head of Media      

Anna Seniuk, Art Director

Igor Atamachuk, motion designer

 

Client – Bukovel

Short Term Effects
Silver

Kyiv Sotka

Due to specially developed system SMAI - social media artificial intelligence – we have reached a qualitatively new level of coverage and engagement of the audience, compared to previous years.

With our smart bot that was provided with a script containing 35 different invitations to Kyiv Sotka, we automatically left comments on every post in Facebook. We launched the automated process of leaving comments in real time. We placed 600 comments, with a velocity of 1 comment in 20 seconds! We exceeded our aim at 20% and got response from every third contacted! 


Agency - Tabasco Group

Aleksandr Smirnov, Creative Director, Partner                  

Aleksandr Koptev, Creative Group Head                 

Victoria Enkina, Client Service Director

Digital Agency - Sigma Digital

Other Agency - Full Contact

 

Client -Commonwealth of companies with the head of project initiator in Kyiv – Sergiy Kharchyuk

Finalist

How Lviv Brewers arranged EuroUnvision

Traditions of hospitality that unite us. We tried to support this image of "Lvivske" with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular "female" contest.

We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with "Lvivske".


Agency - THINKMcCANN

Yevhen Kaminsky, Creative Director

Julia Storchak, Creative Group Head

Svitlana Polohaylo, Senior Art Director

Kateryna Sokol, Art Director

Olga Kutuzova, Group Account Director

Viktor Ilin, Account Manager

Yuriy Sklyaruk, Producer

Second Agency - MOMENTUM

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Taras Matsypura, Marketing Manager

Anton Panasenko, Brand Manager

Katerina Chmil, Brand Manager

Anton Gorbatyuk, Junior Brand Manage

Olga Radchenko, Trademark Specialist

Finalist

3 weeks challenge

How among a huge number of brands in the category and under conditions of total economy, deliver to the consumer brand value and justify a higher price for the product?

Purina One sets an ambitious goal - not just to declare the brand RTB, but to give opportunity to feel the results through own experience via unique activation-testing and increase brand consideration for purchase.

Completely relying on the quality of the product, the brand allowed target its audience to become a brand advertisement themselves, provoking the consumer's confidence, the brand turned its consumers into Purina One's ambassadors.

The tactical decision to achieve the goals at the initial stage was transformed into a permanent platform “3 weeks” - a visible result of Purina One.


Agency - THINKMcCANN 

Julia Storchak, Creative Group Head

Marian Shum, Art Director

Olena Gnucheva, Senior Copywriter

Anna Bobina, Account Director

Oksana Shkilniuk, Junior Account Manager

Second Agency - Zenith

                    

Client - Nestlé Ukraine LLC

Tetiana Sviatenko, Communication and Marketing Excellence Director               

Mark El Khoury, Business Executive Manager   

Irina Rayetskaya - Senior brand manager               

Daria Bilonozhko, Brand manager                

Kateryna Kryzhanovska, Media & Digital Manager                    

Yuriy Polishchuk, Digital marketing manager

Silver

300k in 5 days

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers.

Since the 70's, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication.

In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season.

In fact, Martini & Tonic became the new Martini sub-brand.


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director     

Digital Agency -   NEOS Digital

Other Agency  -  NEBO Event Management

 

Client - BACARDI-MARTINI UKRAINE

Anastasia Yershova , Sales and Marketing assistant

Sergey Ostapchuk, on-trade manager

Finalist

Rational loans for emotional needs

The story is about how effective media and creative strategy can put cash loand in bank on the new level of sales thanks to repositioning to a new target audience with better solvency level.

Successfully chosen format of 10” video communication with bright idea, with was not used for banking category before, make this product very visible in aggressive environment of banking advertising.


Agency - TMA Communications

Uriy Gorbachevskiy, Creative Director

Mikhael Karapetyan,  Senior Copywriter

Anna Tsarenko, Group Account Director

Ludmila Kosovych, Strategic Director                  

Viktoriya Prihodko, Senior Account Manager

 

Client - Kredobank

Khrystyna Loktyeva, Deputy Head of Marketing Department              

Long-term Effectiveness
Silver

Born for Hugs 2017

For​ ​3​ ​years​ ​in​ ​a​ ​row​ ​Huggies​ ​leads​ ​the​ ​emotional​ ​communication,​ ​delivering​ ​the​ ​main​ ​brand values.​ ​More​ ​than​ ​that:​ ​they​ ​carry​ ​the​ ​charity​ ​mission,​ ​drawing​ ​the​ ​attention​ ​of​ ​the​ ​society​ ​on the​ ​children​ ​deprived​ ​of​ ​mother`s​ ​hugs​ ​and​ ​providing​ ​help​ ​for​ ​them. In​ ​3​ ​years​ ​Huggies​ ​Elite​ ​Soft​ ​outran​ ​the​ ​leader​ ​in​ ​the​ ​segment​ ​in​ ​the​ ​main​ ​criteria​ ​(brand awareness,​ ​market​ ​​ ​share,​ ​trial​ ​purchase). 


Agency - ISD Group

Nataliya Tachinskaya, Creative Director, Executive producer

Nataliya Tachinskaya,Strategy Director: Mikhael Traverse; Art Director

Juliya Ovcharenko, Creative Group Head: Ihor Tulub ; Copywriter Nadya Lugovskaya,

Development: Andrew Sergeyev; Design

Vladimir Bilets, Account manager: Svetlana Myronchuk; Analyst

Aliya Nisapova, Copywriter

 

Client - Kimberly-Clark Ukraine

Echkenko Elena, brand-manager

Anastasiya Gorishnyakova, Marketing Director, Ukraine & Central Europe

Bronze

Kvass Taras. A trilogy of refreshment.

What to do if kvass with its archaic image does not fit into the modern world, Or can such a traditional and archaic beverage like kvass become fashionable and modern?

In the conditions of the market stagnation, we were able to do what nobody could do to us: created the kvass the image of a youth drink, while not losing older consumers, cracking stereotypes about the "incommensurability" of kvass, launching non-standard novelties White and Black kvass. Thanks to a comprehensive strategy, we not only gave Kvass a new life, but also changed the whole category. Thanks to innovative communication, our kvass has turned into a trendy, refreshing, modern beverage.


Agency - THINKMcCANN

Yevhen Kaminskyi, Creative Director

Dmytro Nisteruk, Creative Group Head

Victor Vysotskyi, Creative Group Head

Olena Gnucheva, Senior Copywriter

Illya Yankovskyi, Copywriter

Oksana Kapranova, Art Director

Viktoriya Nikonenko, Art Director

Olga Kutuzova, Group Account Director

Anastasiya Kostikova, Account Manager

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Tetiana Tertyshna, Marketing Manager

Svitlana Nikiforets, Brand Manager

Nina Yeroshina, Junior Brand Manager

Maryna Beznosiuk, Brand Executive

Shopper Marketing
Bronze

99% discount without margin loss

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar)

Every player is ready to lower the margin for increasing sales.

NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality?


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director                   

Marketing Services Agency - MAG MS

 

Client – NOVUS

Elena Berezhnaya, Communications manager

Experiential Marketing
Bronze

300k in 5 days

The young generation of consumers does not appreciate classical drinks, but prefers cocktails. The players fix the original, but simple recipes: Bacardi & Cola, Finlandia & Tonic, Aperol Spritz, etc. People are used to that Martini is drunk in pure form or with vodka (James Bond cocktail). There were no new ways to meet the preferences of young consumers.

Since the 70's, Martini had an original recipe for a refreshing summer cocktail Martini & Toniс. In Ukraine, a cocktail appeared two years ago, but was not focal in communication.

In 2017, the cocktail Martini & Tonic decided to make a focal point in communication to promote Martini in the summer season.

In fact, Martini & Tonic became the new Martini sub-brand.


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director     

Digital Agency -   NEOS Digital

PR Agency - HOSHVA PR

Other Agency  -  NEBO Event Management

 

Client - BACARDI-MARTINI UKRAINE

Anastasia Yershova , Sales and Marketing assistant

Sergey Ostapchuk, on-trade manager

Finalist

99% discount without margin loss

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar)

Every player is ready to lower the margin for increasing sales.

NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality?


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director                   

Marketing Services Agency - MAG MS

 

Client – NOVUS

Elena Berezhnaya, Communications manager

Finalist

My Burger

For the first time, McDonald's Ukraine has dared to meet the tastes of Ukrainians by introducing a unique digital platform where burgers could be created almost by hand on their own recipe. The original format of the campaign, several stages of the competition and communication with the consumer in online and offline channels has affected both the communication and business indicators.


Agency - TBWAUkraine

Marina Kunets, Account Director

Oksana Matchuk, Senior Account Manager                                       

Svetlana Tsvelenyeva, Creative Director                   

Tanya Litvin, Creative Group Head                   

Alina Goncharenko, Senior Copywriter

Anton Momot, Art Director         

Media Agency - OMD Україна      

Digital Agency - Tribal DDB Warsaw

PR Agency - Be-It Agency

 

Client - McDonald’s Ukraine

Yulia Badritdinova, Marketing and Communications Director

Olga Vasylieva, Marketing Manager

Andriy Dembovsky, Marketing Coordinator

Single Communication Channel
Gold

Let it be the chocolate!

Kiev, one of the greenest cities in Europe, has become a giant dog toilet. And it’s not a surprise: less than 1% of dog owners, walking with their pets in public places, clean the excrements after them. But at the same time 78% of Ukrainians consider themselves as Europeans.

And cleaning dog feces is not just an aesthetic problem. In the poop, there are dangerous bacteria for human.  Therefore, this situation affects negatively on the living conditions of us all.

PO “Tse Nash Kyiv” tried to solve this problem, borrowing the European experience. But there were no changes in situation…


Agency - TWIGA’Idea

Svetlana Stepanenko, CEO TWIGA Ukraine                 

Ihor Sheykin, Creative Director  TWIGA’Idea

Kateryna Velgan, Concept Project Director TWIGA’Idea

Natalia Bulbuk, Project manager TWIGA Ukraine

Roman Shykhutsky, Managing Director Media First Ukraine

Second Agency - Studio7

Media Agency - Media First

Digital Agency - TWIGA Digital

 

Client - Public Organization «Tse Nash Kyiv »

Dmitry Fedorenko, Director

Bronze

Winner Group Ukraine. For Those Who Conquer

We created an effective brand communication system for WGU with its own managed platform and measurable promotion channels. Having launched an advertising campaign in June 2016, it took only 1,5 month to get the first object rented. In February 2017, all the client's objects were rented directly without the participation of intermediary agencies, respectively, commission payments on the objects were 0 UAH.


Agency - CF.Digital

Yuliana Kobylinskaya - Project manager

Eva Shnaider - UX Designer 

Anastasia Karida - Promo project manager

Aleksey Oksymets - Marketing Analyst

Vladymyr Yarmolenko – Front-end

Client - Winner Group Ukraine

Silver

Free Beer Forever

Beer Point, a Kyiv pub, has been on the market for 8 years. There are no trends or news in it, but the pub had to create a stir and bring new customers. The media placement budget was as low as $3,000. Using the hottest news – visa-free travel for Ukrainians – we’ve advertised the Kyiv pub in Belgium.

With the only communication channel – OOH, Beer Point has created a stir in Brussels and has gained Ukrainian free media! 


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency -    Rapport Belgium

Media Agency -  UM (Universal McCann)

 

Client -      Beer Point

Andrey Fesenko, Director

Bronze

Oscar totalizator

Clients, whose first contact with the brand occurred via posts in social networks as part of the Oscartotalizer campaign, strengthened the target core of the brand, which brings the company 80% of revenue. Working with the client through a single digital channel has allowed us to build a loyal audience and generate millions of revenues. 


Agency - Postmen

Yaroslav Vedmid, CEO                 

Olga Sytnik, Account Manager                 

Anna Seniuk, Art Director

Natalia Kuzmina, Craft designer 

Kate Lutaya, Editor

Client - Planeta Kino

 

Sponsorship
Silver

MAKE MARTINI YOUNG AGAIN

LAUNCHING IMPORTED ALCOHOL BRANDS IN UKRAINE DIFFICULT AND EXPENSIVE

The key limitation lies in the plane of communication channels with the audience - from the conditionally permitted only legally accessible media and HoReCa.

Media. Despite the limitations, TV and the Internet are the main collectors of budgets for alcohol brands, which creates a huge clatter of advertising messages. If the Internet still can legally circumvent the ban on demonstration of the product and the voice of the brand name, then TV is only available in the "sponsorship" format - de facto it is direct advertising with a cut-down functionality. The effectiveness of building knowledge directly depends on the size of the budget.

HoReCa is a traditional channel for sampling a new alcoholic beverage, but it is extremely limited in the volume of the audience, with weak involvement and a huge cost of contact. Despite the fact that sampling is traditionally part of multi-million dollar sponsorship contracts with institutions, the total number of sample contacts can hardly overcome the mark of 50,000 servings per year.

In 2017, Bacardi-Martini takes the decision to launch the Martini & Tonic sub-brand - the recipe for easy easy-mix cocktails, which were supposed to begin a reboot of Ukrainians understanding of the culture of Martini consumption:

• Cocktail based on Martini Bianco - to expand the situation of consumption by women

• Cocktail on the basis of Martini Rosso - to recruit in the brand of men

OUR KEY CHALLENGE SEARCHED ALTERNATIVE - MORE EFFECTIVE - MODEL OF LAUNCHING SABBREND


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director     

Media Agency - OMD | Media Direction    

Digital Agency -   NEOS Digital

PR Agency -  HOSHVA PR

Other Agency  -  NEBO Event Management

 

Client - BACARDI-MARTINI UKRAINE

Anastasia Yershova , Sales and Marketing assistant

Sergey Ostapchuk, on-trade manager

Finalist

Ukrainian women are supermodels

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls.


Agency - Media First Ukraine

Svetlana Stepanenko, CEO TWIGA Ukraine                  

Roman Shikhutsky, Managing director Media First Ukraine                 

Anna Ostapenko, Project manager Media First Ukraine              

Katerina Amirkhanova, Creative director TWIGA Idea                 

Elena Samoylenko, Managing director MedInform Ukraine           

Second Agency - TWIGA Idea       

Marketing Services Agency - MedInform Ukraine    

PR Agency - LoviVideo

 

Client - BELLA TRADE

Anastasia Pekaryk, Marketing director

Seasonal Marketing
Gold

Free Beer Forever

In summer, Beer Point runs out of clients because it has no open-air terrace or facade signs on a busy street. Prospective clients prefer to drink beer at an outdoor bar. The pub required a very visible campaign to gain customers in summer. 

Using the hottest news – visa-free travel for Ukrainians – we’ve advertised Beer Point in Belgium. The pub has become well-known among the members of the European Parliament and popular in Kyiv. Owing to successful work with a newsworthy event, Beer Point could overcome summer outflow of clients.


Agency – Kinograf

Vitaliy Kokoshko, CEO                   

Olga Kokoshko, Strategy Director

Oleg Kiselitsa, Creative Director                    

Bogdana Zayets, Copywriter                   

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

Second Agency -    Rapport Belgium

Media Agency -  UM (Universal McCann)

 

Client -      Beer Point

Andrey Fesenko, Director

Bronze

White Wednesday - Bukovel Sale Day

Bukovel is №1 ski resort in Eastern Europe in terms of growth dynamics.

The resort has accumulated the biggest snow enthusiasts community in Ukraine on its social media.

Its business approach is to make customers book all the hotel rooms and buy skipasses before the season starts.

Having noticed that the last sales day brings by 88% more revenues than any other sales day, we decided to increase the revenues by creating other new peak days.

We found that special day for our ‘snow audience’ to celebrate. The day of first snow became our White Wednesday.

89% of all 2016/17 season skipasses were sold during autumn pre-sales. 


Agency - Postmen DA

Yaroslav Vedmid, CEO               

Yuiia Havron, Account Director        

Oleksandra Kazarina, Head of Media      

Anna Seniuk, Art Director

Igor Atamachuk, motion designer

 

Client – Bukovel

Finalist

Comfy. How to seize the season and grab the category

Increase in sales in the category of large household appliances through the promotion of the category "Refrigerators"


Agency - Banda agency

Creative director — Pavlo Vrzhesch

Head of art — Yegor Petrov

Creative director — Alexandra Doroguntsova

Creative director — Taras Dzendrovskyy

Art director - Yury Kuznetsov

Copywriter — Sergey Vorvyhvost

Account manager — Daryna Gavrilova

 

Client - COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Silver

99% discount without margin loss

New Year and Christmas holidays are the period of retailers highest activity. Customers have to deal with huge amounts of advertising messages. And every player tries to attract with different promo campaigns and better prices for anchor products (e.g. caviar)

Every player is ready to lower the margin for increasing sales.

NOVUS was not ready to act in this way. But how can be the sales increased without giving up marginality?


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director                   

Marketing Services Agency - MAG MS

 

Client – NOVUS

Elena Berezhnaya, Communications manager

Finalist

The Blueberry rain is conquering the territory

Somersby with blueberry juice "blew up" the cider market and became the undisputed leader among non-Apple tastes. The audience eagerly shared posts and photos with a seasonal cider novelty. Millions of Ukrainians enjoyed cider with natural blueberry juice, and nonstandard BTL-activation attracted the attention of thousands of fashionistas who wanted to dye their hair in a trendy blueberry color. The wave of blueberry madness picked up bloggers, which helped increase brand interest among the target audience. Thanks to the blueberry rainy season that covered Ukraine, the results surpassed even the most daring expectations.


Agency -  PROVID

Kirill Chichkan, Creative Director                    

Olga Khanenko, Art Director               

Daria Gordiichuk, Copywriter

Andrii Myroniuk, Group Account Director                   

Maria Mazneva, Account Manager      

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client -  Carlsberg Ukraine

Dmitriy Pilipenko, Marketing Manager                   

Lesya Tarasenko, Senior Brand Manager               

Oksana Lening, Junior Brand Manager

Finalist

COMFY. Love season

Significantly increased the knowledge of the brand and the sale of seasonal products


Agency - Banda agency

Creative director — Pavlo Vrzhesch

Head of art — Yegor Petrov

Art director - Yury Kuznetsov

Copywriter — Sergey Vorvyhvost

Account manager — Daryna Gavrilova

 

Client - COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Corporate Reputation
Silver

Bread is Art

The category leader has to develop the market on which it operates itself. That’s exactly what Lesaffre has done. The company could modernize the Ukrainian bread baking market and literally expand horizons for its B2B partners.

The Bakery & Business Conference has positioned Lesaffre as an innovator in the bread baking industry and helped it to increase the sales of its more premium products for bread baking. 


Agency - Kinograf

Vitaliy Kokoshko, CEO                    

Oleg Kiselitsa, Creative Director                     

Vera Glebova, Strategic Planning Director                   

Bogdana Zayets, Copywriter                    

Yevgeniy Petrusenko, Art Director

Marta Simanovich, Designer

 

Client - Lesaffre

Igor Semin, CEO  

Marina Skripchenko, Commercial Director                     

Nadezhda Skripchenko, Marketing Manager                 

Finalist

How Lviv Brewers arranged EuroUnvision

Traditions of hospitality that unite us. We tried to support this image of "Lvivske" with sponsorship of Eurovision. After overcoming stereotypes about the contest, we managed to unite the male audience around the popular "female" contest.

We have found what unites Ukrainians today as it did 300 years ago – traditions of hospitality. And Eurovision was a great occasion to open Ukraine to European guests and to unite – together with "Lvivske".


Agency - THINKMcCANN

Yevhen Kaminsky, Creative Director

Julia Storchak, Creative Group Head

Svitlana Polohaylo, Senior Art Director

Kateryna Sokol, Art Director

Olga Kutuzova, Group Account Director

Viktor Ilin, Account Manager

Yuriy Sklyaruk, Producer

Second Agency - MOMENTUM

Media Agency - OMD Media Direction

Digital Agency - AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Taras Matsypura, Marketing Manager

Anton Panasenko, Brand Manager

Katerina Chmil, Brand Manager

Anton Gorbatyuk, Junior Brand Manage

Olga Radchenko, Trademark Specialist

Bronze

Museum of News

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of "Mystetskyi Arsenal", sold 10,000 copies of TSN branded merchandise, and had the media coverage of 30,000,000 people.


Agency - Gres Todorchuk PR

Yaroslava Gres, CEO            

Oleksandr Todorchuk, creative director   

Vita Nozdracheva, project manager               

Kateryna Nikolaenko, project manager            

Sergiy Sofin, designer              

Maria Artemenko  head of PR  

Dariia Yuzhakova, designer            

Anastasia Titova, PR manager          

Ludmyla Gytsevych, PR manager 

Julia Solovey, PR manager                                      

Anna Andrusenko, PR manager                    

Daria Lubimova, PR manager

Olena Konkova, PR manager

Other Agency - Mystetskyi Arsenal

 

Client  -  1+1 media group

Oleksandr Tkachenko, CEO

Svitlana Paveletska, head of corporate communications and PR               

Serhij Popov, head of news department                    

Anatolij Shved, technical director at TSN              

Olena Nesmijan, deputy director of news department

Ella Belostotska, editor

Hanna Nechaj, PR manager

Youth Marketing
Silver

Mivina: The Battle of Tastes

Despite the falling popularity of fast food, we raised the Mivina sales and returned its Throne in the category.

Referring to the theme of The Games of Thrones, we launched two tastes and started a taste battle, the outcome of which depended on Eaters.

We created a site, developed a key-visual and shot a commercial.

Moreover, we launched OOH at universities and video in cinemas, created Coub channel and developed stickers for Viber. A squad of promoters supported the campaign.

Thus, we raised the sales of Mivina, modernized the brand and returned its Noodle throne!


Agency - THINKMcCANN

Julia Storchak, Creative Group Head

Marian Shum, Art Director

Olena Gnucheva, Senior Copywriter

Yuriy Skliaruk, Producer

Anna Bobina, Account Director

Alina Golub, Junior Account Manager

Second Agency - Zenith

 

Client - Nestlé Ukraine, Mivina

Alona Degtiar, Group Brand Manager, Cold Sauces Culinary BU, Nestlé Ukraine

Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestlé 

Finalist

MAKE MARTINI YOUNG AGAIN

LAUNCHING IMPORTED ALCOHOL BRANDS IN UKRAINE DIFFICULT AND EXPENSIVE

The key limitation lies in the plane of communication channels with the audience - from the conditionally permitted only legally accessible media and HoReCa.

Media. Despite the limitations, TV and the Internet are the main collectors of budgets for alcohol brands, which creates a huge clatter of advertising messages. If the Internet still can legally circumvent the ban on demonstration of the product and the voice of the brand name, then TV is only available in the "sponsorship" format - de facto it is direct advertising with a cut-down functionality. The effectiveness of building knowledge directly depends on the size of the budget.

HoReCa is a traditional channel for sampling a new alcoholic beverage, but it is extremely limited in the volume of the audience, with weak involvement and a huge cost of contact. Despite the fact that sampling is traditionally part of multi-million dollar sponsorship contracts with institutions, the total number of sample contacts can hardly overcome the mark of 50,000 servings per year.

In 2017, Bacardi-Martini takes the decision to launch the Martini & Tonic sub-brand - the recipe for easy easy-mix cocktails, which were supposed to begin a reboot of Ukrainians understanding of the culture of Martini consumption:

• Cocktail based on Martini Bianco - to expand the situation of consumption by women

• Cocktail on the basis of Martini Rosso - to recruit in the brand of men

OUR KEY CHALLENGE SEARCHED ALTERNATIVE - MORE EFFECTIVE - MODEL OF LAUNCHING SABBREND


Agency - ROCKETS Growth R&D

Vladislav Polonskiy, CEO

Maxim Boritko, creative director                   

Victoria Makarova, strategy director                   

Alisa Mikulich, managing director     

Media Agency - OMD | Media Direction    

Digital Agency -   NEOS Digital

PR Agency -  HOSHVA PR

Other Agency  -  NEBO Event Management

 

Client - BACARDI-MARTINI UKRAINE

Anastasia Yershova , Sales and Marketing assistant

Sergey Ostapchuk, on-trade manager

Finalist

Story of how we have earned “lemons” on lemons together with dudes

S&R Garage has its brand heroes – Seth, Riley and Joe. They are hanging out in the garage and making Garage with lemons and ice. Later on, the competitors started to copy their style, and in order to keep the leadership we used something, that differs Garage from others – lemons.

Dudes started to do foolish challenges with lemons in their garage, put their faces on limited edition cans, and their Ukrainian protégé started a lemon vlog. We told guys and chicks about our dudes to make them remember, that Garage is an expert of naturalness.


Agency -   THINKMcCANN

Yevhen Kaminskyi, Creative Director

Victor Vysotskyi, Creative Group Head

Oksana Kapranova, Art Director

Illya Yankovsky, Сopywriter

Mariya Sheremet, Designer

Olga Kutuzova, Group Account Director

Olena Tkachuk, Account Manager

Yuriy Sklyaruk, Producer

 

Media Agency - OMD Media Direction

Digital Agency -  AGAMA Digital Group (Tribal Worldwide, Kyiv)

 

Client - Carlsberg Ukraine

Andriy Otroschenko, VP Marketing

Dmytro Pylypenko, Marketing Manager

Yuliya Kyryllova, Senior Brand Manager

Viktoriya Khalanska, Brand Executive

Branded content & Branded Utility
Finalist

Hasbro Games – pick your own!

Hasbro is one of the world's largest makers of toys and board games. Well-known brands such as Transformers, My Little Pony and others are in high demand in Ukraine. However, the company's portfolio includes a number of games that are little known or sought-after, but which have a sales growth potential. These are Operation, Hungry Hungry Hippos, Elefun & Friends, Crocodile Dentist and Shark Chase. Our objective was to unlock their potential.

The solution that we found to generate a demand for these "little-known" games cost several times cheaper than direct TV advertising but was nearly as effective. The content (Play & Learn show) produced in cooperation with one of the country's largest children's TV channels helped the products stand out from advertising clutter while integration into the content of the show provided for the natural perception of the games, increased attention to them and allowed us to meet all the objectives.


Agency - OMD Media Direction

Sergey Romanenko, Media Group Head

Elena Vlasik, Head of Department Non-Standard Media Solutions

Evgeny Scherbina, Group Planning Director                     

Anton Ryndin, Project manager of Non-Standard Media Solutions

Tatiana Katrich, Managing Director 

 

Client - Hasbro

Holger Mies, Business Development Director

Yuliya Korshunova, Junior Brand Manager

Finalist

Invitation in Bad English

‘Invitation in Bad English’ campaign is built on the insight that travelers have adopted global mindset and one common language – Bad English. What’s more, authenticity becomes the key when choosing next destination. Thus, we asked Carpathians hutsuls to invite international tourists to Bukovel and shoot series of very simple videos. It meant to sell authenticity and character, not rooms and skipasses. And it worked, videos went viral both abroad and in Ukraine. People, publics, media outlets liked it and shared, spreading our message further and further, driving revenues from global tourists up.


Agency - Postmen DA

Yaroslav Vedmid, CEO­­                  

Yuliia Havron, Account Director                 

Anna Seniuk, Art Director

Iryna Pavlova, Designer

Igor Atamachuk, motion designer­­­­­­­

 

Client - Bukovel

Native advertising
Bronze

Domestos – The Expert of Cleanliness

While consumers switched to cheaper cleaning products, we reminded the housewives how important safety and convenience in everyday life are. We did it with the help of a project, which is popular among our target audience.

The category of cleaning products is not the most suitable product for integration into TV shows. Nevertheless, we were able to find such a show, through which we are not just simply integrate our product, but also build the brand image as an expert of purity.        


Agency - Initiative

Andrew Andrushenko, Managing Director                  

Sergei Kostin, Executive Director                 

Kirill Prokhur, Account Director                  

Ilona Dyachenko, Media Group Head                   

Angelika Ischenko, Media Planner 

Second Agency - Starlight Brand Content 

Digital Agency - Starlight Digital

 

Client - Unilever Ukraine 

Alexey Popov, Marketing Manager, HouseHold Care & Beverages                  

Aleksandra Iasko, Media Manager                  

Elena Shvoryak, Head of Marketing 

Finalist

Ukrainian women are supermodels

Bella is a brand of feminine hygiene products, which is among the TOP-3 by brand awareness in the category, but is an outsider by the consumption and loyalty of young women with the smallest share of young users among competitors. But the growth zone of this market is the inflow of new users - young girls. To change the situation cardinally and to attract girls to Bella, we need mass communication, not obtrusive but one that these girls can believe unconditionally! 


Agency - Media First Ukraine

Svetlana Stepanenko, CEO TWIGA Ukraine                  

Roman Shikhutsky, Managing director Media First Ukraine                 

Anna Ostapenko, Project manager Media First Ukraine              

Katerina Amirkhanova, Creative director TWIGA Idea                 

Elena Samoylenko, Managing director MedInform Ukraine           

Second Agency - TWIGA Idea       

Marketing Services - MedInform Ukraine    

PR Agency - LoviVideo

 

Client - BELLA TRADE

Anastasia Pekaryk, Marketing director

Celebrity Sells
Silver

How to turn Comfy into a store of the future

Our idea was based on the idea that the new Comfy becomes the strongest competitor for itself. For us, the only way to achieve success is to be a little better than yesterday. Such a philosophy allows us not to limit ourselves to communication only about prices. We say that we try to be better in everything than we were yesterday.


Agency - Banda agency

Creative director — Pavel  Vrzhesch

Head of art/Director — Yegor Petrov

Art director – Yuriy Kuznetsov

Copywriter — Sergey Vorvikhvost

Account manager — Daryna Gavrilova

 

Client – COMFY

Marketing director — Natalia Koshevaya

Head of Brand and Digital Marketing — Alexander Zhilyaev

Head of Marketing Communication — Tatyаna Kornienko

Finalist

Reinforcing Color Naturals brand equity via attraction of local star ambassador

In 2016, Color Naturals was in a rather difficult situation: the brand lost market share and reduced the gap with its main competitor Palette ICC by 1.6 p.p., which was extremely dangerous and could undermine our market leadership, which, in the current situation, would be extremely difficult to return. This happened because of the scarce funds of the consumer, who, in the conditions of economy, preferred cheaper offers (both Palette ICC and private brands).

We understood that it was necessary to urgently strengthen the equity of the brand and our decision was to create an image of a brand with which a woman could associate herself and for which she would pay more.

The choice fell on the well-known Ukrainian singer Tina Karol, as the brand ambassador, which best translates the brand values. Thanks to Tina's involvement and smart media support, Color Naturals grew faster than the market (by 17.0%, with the market growing by 15.5%), increased market share, and the shade of Tina #8 grew in popularity (from 17th place in 2016 to the 13th place in 2017 in the retail chain Eva).


Agency -  TV Lab

Executive producer: Olexandr Khmyrov

Producer: Kateryna Tyurina

Director: Olexandr Khmyrov

DOP:  Andrew Yakovlew

Editor: Dmitry Pustovarov

Compositing: Oleksandr Dysenko

Color correction: Konstantin Leshchina

Second Agency - Zenith 

 

Client - L’Oréal

Adam Nitecki, General Manager CPD Division                   

Alexander Kazantsev, Marketing Director Garnier in Central&Eastern Europe                   

Alla Protsenko, Group Product Manager Coloration Category                   

Marina Shylova, Junior Product Manager Garnier Coloration                    

                

                

Cross Media Storytelling
Gold

Museum of News

Museum of News, devoted to the 20th anniversary of “TSN”, has become an unprecedented project that collected over 100 unique exhibits of 26 years of the history of independent Ukraine and told visitors about 6 000 major pieces of news of our country. It was visited by 100,000 people in 3 weeks, collected 3.078.640 hryvnias of income from the cost of entrance tickets that were transferred to the development of cultural projects of "Mystetskyi Arsenal", sold 10,000 copies of TSN branded merchandise, and had the media coverage of 30,000,000 people.


Agency - Gres Todorchuk PR

Yaroslava Gres, CEO            

Oleksandr Todorchuk, creative director   

Vita Nozdracheva, project manager               

Kateryna Nikolaenko, project manager            

Sergiy Sofin, designer              

Maria Artemenko  head of PR  

Dariia Yuzhakova, designer            

Anastasia Titova, PR manager          

Ludmyla Gytsevych, PR manager 

Julia Solovey, PR manager                                      

Anna Andrusenko, PR manager                    

Daria Lubimova, PR manager

Olena Konkova, PR manager

Other Agency - Mystetskyi Arsenal

 

Client  -  1+1 media group

Oleksandr Tkachenko, CEO

Svitlana Paveletska, head of corporate communications and PR               

Serhij Popov, head of news department                    

Anatolij Shved, technical director at TSN              

Olena Nesmijan, deputy director of news department

Ella Belostotska, editor

Hanna Nechaj, PR manager

Bronze

Lay's Smile

One simple “Smile” Idea has united the product, the season, all the marketing tools and micro-moments into the mass campaign. This idea turned into the wholesome brand’s story via cross-media communication with all consumers regardless of their social or demographic signs. Also, it turned into social campaign of park lightning.

In result Lay’s became the category growth driver, making the uplift of 8 p.p. in branded chips. Lay’s has grown +22% vs. the same period of 2016 while rest decreased.

 (*Nielsen sales data, Volume in kg, w/o Private label)


Agency - Optimum Media OMD

Kseniya Mikhaylenko, Strategy Director

Denis Nizovoy, Media Group Head                  

Natalia Kutsa, Head of Strategic department

Elena Gladirevskaya,_Account Manager

Stanislav Skripnik, Digital Coordinator

Pavlo Lubianyi, Senior Project Manager(«FREE BRAND»)

Second Agency - «FREE BRAND», LLC 

Media Agency - Optimum Media OMD

Digital Agency - «FREE BRAND», LLC 

 

Client - «Sandora», LLC 

Elena Stoyanova, Marketing Director CSD and Snacks

Valeriya Rozhkova, Snacks Marketing Manager                   

Anna Prokopenko, Lay’s Brand Manager               

Lesia Shchygol, Brand Engagement Senior Supervisor, Digital

Silver

BAM! And you're on a new job. WORK.ua

Work.ua inspires you to act. We stopped talking about numbers and became something more than just a convenient website. We have become for our users a friend who always believes in an excellent outcome, believes in him and inspires for more. 


Agency - Banda agency

Creative director — Pavel Vrzhesch

Strategy director — Yaroslav Serdyuk

Head of art — Yegor Petrov

Strategist — Anya Bosa

Art director — Yuriy Kuznetov

Account director — Nastya Guzova

Media Agency -  Navigator Media

 

Client - Work.ua

CEO – Arthur Mihno

Creative director – Andriy Borovyk