Winners & Shortlists

DON'T SKIP IT!

TitleDON'T SKIP IT!
BrandAVON
Product/ServiceTOGETHER AGAINST BREAST CANCER
Category E02. INTERACTIVE VIDEO
Entrant Company MOST CREATIVE CLUB Moscow, RUSSIA
Advertising Agency MOST CREATIVE CLUB Moscow, RUSSIA
Credits
Name Company Position
Daniil Filin MOST Creative Club Executive Creative Director
Mikhail Gerasimov MOST Creative Club Copywriter
Solomon Shlosman MOST Creative Club Project Manager

Creative Execution

We spread a look-like video about kittens (gender-targeted) with a pre-roll where a girl was speaking about breast cancer. The video was tuned in a special way. If the viewer tried to skip it, she was redirected to another video, this time unskippable, containing important breast cancer information.

As a result we got more than 580 000 views on Youtube, 320 000 women tried to skip the ad and were redirected to the video explaining that they shouldn't skip some important things.Visits to the site protivraka.ru (means "againstbreastcancer") increased 100 times. And maybe we sent a couple of lives.

Breast cancer is one of the most dangerous deseases for women. But breast cancer is treatable in 94% of the cases, if detected in the early stages. Unfortunately, women often skip visiting doctor, though breast examination takes only 10 minutes. And the question is how to draw their attention to this problem and therefore bring them to the website to actually make an appointment? We decided to show women that there are things they just cannot skip and did it with the help of Youtube ad, the thing which people prefer skip every day.