Winners & Shortlists

WILDTATTOO

TitleWILDTATTOO
BrandWWF RUSSIA
Product/ServiceWWF RUSSIA
Category D02. COSTS/CREATIVE PERFORMANCE PR CAMPAIGN
Entrant Company FRIENDS MOSCOW Moscow, RUSSIA
Advertising Agency FRIENDS MOSCOW Moscow, RUSSIA
Advertising Agency 2 CHARMER STUDIO Moscow, RUSSIA
PR Agency LUNAR HARE Moscow, RUSSIA
Credits
Name Company Position
Alexander Zavatskiy Friends Moscow Creative Director/Art Director
Maxim Ponomarev Friends Moscow Creative Director/Copywriter
Alexey Pushkarev Friends Moscow Designer
Daria Davydova Friends Moscow Account Director
Ruslan Idiyatov Motion Designer
Alexander Starostin Barbershop Production Director
Andrey Svetov Tattoo Artists
Scott Move Tattoo Artists
Valentin Hirsch Tattoo Artists
Dmitriy Yusin Tattoo Artists
Sasha Unisex Tattoo Artists
Mike Kolesnikov Tattoo Artists
Ien Levin Tattoo Artists
Dmitry Zakharov Tattoo Artists
Nikita Broslavskiy Tattoo Artists
Sergey Gusak Tattoo Artists
Andrey Yurevich Tattoo Artists
Herman Ix Tattoo Artists
Sergey Berlin Tattoo Artists
Andrey Kichatiy Tattoo Artists

The Campaign

–°hallenge: To collect new contacts for WWF Russia from young audience - people who usually do not participate in WWF activations. Objectives: To get more than 5 000 000 impressions To get as many new e-mails as possible Strategy: Tattoos are really popular today among the young audience. Especially tattoos with animals. We've decided to use tattoos to tell people about rare animals and WWF Russia by creating rare tattoos from famous tattoo masters. Execution: We've created a unique branded content by using photos of rare animals and tattoo masters from all over the world (Moscow, Kiev, London, Berlin, St.Petersburg): only 14 animals, only 14 masters, only 14 unique tattoos - only 14 people who will get these tattoos. We've started the campaign with a teaser (first stage) - a website where we described the main idea and gave all the information about animals and our tattoo masters. We also used social networks and PR (Pinterest, Instagram, Twitter, Facebook, VKontakte). On the second stage we have added tattoo sketches of each animal made by tattoo masters and gave users the opportunity to book any tattoo. We've made publications in all the most popular lifestyle websites in Russia and famous design and advertising web portals around the world. Each media article and post had in social networks had a link to our website.

The Brief

Objectives: To get more than 5 000 000 impressions To get as many new e-mails as possible

Results

We've made a huge buzz around this project in Russia and around the world among young audience and communities of tattoo, design and advertising. Results: 14 happy people with unique tattoos. More than 1000 people who were ready to donate their skin for tattoo. More than 100 free publications in world famous mass media around the globe. Total reach of the project - 80 000 000 people. Total free media value amounted to $ 500 000.

Execution

Execution: We've created a unique branded content by using photos of rare animals and tattoo masters from all over the world (Moscow, Kiev, London, Berlin, St.Petersburg): only 14 animals, only 14 masters, only 14 unique tattoos - only 14 people who will get these tattoos. We've started the campaign with a teaser (first stage) - a website where we described the main idea and gave all the information about animals and our tattoo masters. We also used social networks and PR (Pinterest, Instagram, Twitter, Facebook, VKontakte). On the second stage we have added tattoo sketches of each animal made by tattoo masters and gave users the opportunity to book any tattoo. We've made publications in all the most popular lifestyle websites in Russia and famous design and advertising web portals around the world. Each media article and post had in social networks had a link to our website.

The Situation

–°hallenge: To collect new contacts for WWF Russia from young audience - people who usually do not participate in WWF activations.

The Strategy

Strategy: Tattoos are really popular today among the young audience. Especially tattoos with animals. We've decided to use tattoos to tell people about rare animals and WWF Russia by creating rare tattoos from famous tattoo masters.