| Title | RAIN VS. LIE |
| Brand | TV RAIN / DOZHD |
| Product/Service | TV RAIN / DOZHD |
| Category |
E01. Use of Adapted Billboards / Posters |
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Entrant
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VOSKHOD Ekaterinburg, RUSSIA
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Idea Creation
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VOSKHOD Ekaterinburg, RUSSIA
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Media Placement
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VOSKHOD Ekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Executive Creative Director |
| Daria Ovechkina |
Voskhod |
Copywriter |
| Alexander Solodky |
Voskhod |
Copywriter |
| Mikhail Pishvanov |
Voskhod |
Media Director |
| Vladislav Derevyannikh |
Voskhod |
Design Director |
| Dmitry Maslakov |
Voskhod |
Digital Creative Director |
Brief Explanation
Dozhd means “rain” in Russian. That’s why we placed this simple message on a billboard:
Dozhd washes away the lie
We just had to wait for the lie to be washed off - literally.
For one month a web camera was streaming a video of the billboard on the main page of the channel’s website. When it rained, everyone would get a 50% discount on a subscription.
The cost-effective creative idea required minimal media investment: only one billboard, and not even in Moscow.