IT’S NOT A COUB

ClientCHARITY FUND GALCHONOK
Category A11. Charities & Non-profit
TitleIT’S NOT A COUB
Product/ServiceCHARITY FUND GALCHONOK
Entrant MORE Moscow, RUSSIA
Idea Creation MORE Moscow, RUSSIA
Production MORE Moscow, RUSSIA
Credits
Name Company Position
Maria Borzilova, Yaroslav Orlov / Olga Grishakova / Julia Andriyanova / Ekaterin MORE (BBDO Group) Creative Director / Art Director / Copywriter / Producer

The Campaign

We came up with an idea to use a well-known online analogue of those repetitive daily efforts and hacked the format of super popular Russian video website Coub. Coub is an entertainment platform where people create and share looped videos up to ten seconds long. With “Galchonok” we created five pseudo-coubs with kids repeating their everyday rehabilitation routine. Literary hand-made loop effect.

Creative Execution

We made a channel with five pseudo-coub videos united with one simple message ‘The key is not to stop’.

– Pseudo-coub videos went on top popular coubs within a week. (93 378 views) – Thousands users in social networks shared their personal rehabilitation stories. – 22 publications in media – Reach 5 477 889 people.

STRATEGY To attract attention to difficult theme of kids with organic and incurable neurosystem traumas not showing them in dramatical and tearful way we used unusual format of entertaining website Coub.com. TA Active internet users who don’t think or even know about difficulties that some kids face because of organic and incurable neurosystem traumas.

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.

The gin, the city, the song and the search for the special colour of Seville

PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.

Final Entry Deadline: 22 October

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