Winners & Shortlists


Entrant Company BBDO RUSSIA GROUP Moscow, RUSSIA
Advertising Agency BBDO RUSSIA GROUP Moscow, RUSSIA
Name Company Position
Nikolay Megvelidze BBDO Russia Group Creative Director
Alexey Starodubov Bbdo Russia Group Creative Group Head
Vladlena Obukhova BBDO Russia Group Group Account Director
Luiza Vasyutina BBDO Russia Group Account Manager
Boris Anisonyan Bbdo Russia Group Head Of Tv Production
Valery Gorokhov Bbdo Russia Group Producer
Kristina Malberg Bbdo Russia Group Celebrities Producer Tma)
Ekaterina Komolova Bbdo Russia Group Managing Director Tma)
Alexander Lubavin Bbdo Russia Group Art Director
Elina Yaroslavskaya Bbdo Russia Group Digital Account Director
Natalia Glagoleva Mobile Telesystems Director Of Marketing Communications Department
Maria Yakovleva Mobile Telesystems Head Of Marketing Communications Department
Yaroslav Smirnov Mobile Telesystems Head Of Marketing Communications Group
Anastasia Terekhova Mobile Telesystems Marketing Communications Manager
Valery Kopytin Mobile Telesystems Marketing Communications Manager
Alexander Polishuk Freeparking Dop
Maria Yakushina Freeparking Producer
Andrey Rubtsov Freeparking Head Of Production Group

The Brief

Launching 4G internet MTS faced a challenge: to tell the audience about the main advantage of the new technology – its high speed. According to the research our TA spends a lot of time in social networks. What makes them follow somebody`s social account? No doubt, it is curiosity! And what really bothers them while being on-line? Certainly, it is a low speed of internet. We decided to use this insight.

Creative Execution

We decided to be non-standard and to demonstrate not just the high speed of the mobile internet but the consumer`s benefit of the high speed as well. And we did it in that very media and in that very situation which are important to our TA. We`ve shown the advantage of 4G not by using an abstract example but by integrating the advantage into the user`s internet life.

Describe the creative solution to the brief/objective.

The hottest Russian show-biz girls and the most popular Instagram bloggers – Victoria Bonya, Alena Vodonaeva and Anna Sedokova once uploaded probably the most unexpected pictures with the hashtags: #sexy #oiled #myself #six #hot #naked #pumpedup #guys #red #latex #ass #withanimals #cat #bear #horse #experimenting #crazy #positions #wow #amazing #ohmygod. The picture seemed to be half-downloaded. The visitors were at a loss, and the number of comments increased rapidly. But two hours later our beauties uploaded a video reveal containing the MTS 4G ad.


Results provided by MTS:  More than 1,6 mln followers were attracted  The viral effect as a result was unplanned: Instagram users started to post our half-downloaded picture and after that the number of audience increased up to 3 million  During one week after our advertising campaign the number of web-site visitors (“Mobile internet” and “4G internet” sections) increased by 25%  It has been the shortest ad campaign (only 2 hours) for the fastest mobile internet