Title	LIKEFROMLEO
Brand	OSTASHKOV'S DEPARTMENT OF HOUSING
Product/Service	WASTE SORTING AND RECYCLING
Category	C02. Use of Social in a PR campaign
Entrant Company	MARVELOUS Moscow, RUSSIA
Advertising Agency	MARVELOUS Moscow, RUSSIA

Name	Company	Position
Artem Sinyavskiy	Marvelous LLC	Creative director
Bulat Ayupov	Marvelous LLC	Art Director
Pavel Gusev	Marvelous LLC	Head of Digital
Ekaterina Mashkova	Marvelous LLC	Social Media Director

The Campaign

Ostashkov - is a beautiful town in Russia, but absence of recycling leads to eco catastrophe. Local recycling pioneer company Ostashkov's Department of Housing asked to popularise the concept of waste sorting and recycling among citizens and to convey a simple truth to the authorities no recycling=tons of trash. We decided to attract attention to the issue by launching a campaign aimed to get the UN Messenger on Climate change Leonardo DiCaprio inspire people of Ostashkov. All we asked for for a Like from Leo. We launched an IndieGoGo campaign to raise money for the huge billboard in front of Leo's house with a simple message Leonardo, please visit my website; on the site everyone could find info about eco problems of the region and a Like button just for DiCaprio. We raised money in 10 days and the billboard was erected in Beverly Hills. It immediately began a sensation We received more than 500 media placements including top Russian TV channels. Stars like Mark Ruffalo supported the cause and appealed to Leo to take notice. LikefromLeo was mentioned more than 1 000 000 times on social media. As a result to all this buzz local authorities developed and launched eco classes for Ostashkov school children and equipped all administrative buildings with battery disposal containers. Town's first separate garbage collection point was opened.

The Brief

Create buzz around the situation in Ostashkov

Execution

We launched an IndieGoGo campaign to raise money for the huge billboard in front of Leo's house with a simple message Leonardo, please visit my website; on the site everyone could find info about eco problems of the region and a Like button just for DiCaprio. We raise money in 10 days and the billboard was erected in Beverly Hills. It immediately began a sensation

We received more than 500 media placements including top Russian TV channels. Stars like Mark Ruffalo supported the cause and appealed to Leo to take notice. LikefromLeo was mentioned more than 1 000 000 times on social media. As a result to all this buzz local authorities developed and launched eco classes for Ostashkov school children and equipped all administrative buildings with battery disposal containers. Town's first separate garbage collection point was opened.

The Strategy

We decided to attract attention to the issue by launching a campaign aimed to get the UN Messenger on Climate change Leonardo DiCaprio inspire people of Ostashkov. All we asked for for a Like from Leo.