| Title | RIBBONIZATION |
| Brand | MARS |
| Product/Service | CHOCOLATE BAR |
| Category |
D02. Small Scale Special Solutions |
|
Entrant
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Idea Creation
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Media Placement
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
PR
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
|
Production
|
BBDO RUSSIA GROUP Moscow, RUSSIA
|
Credits
| ALEXEY FEDOROV |
BBDO Russia group |
ASSOCIATE CREATIVE DIRECTOR |
| ANDREY KRUSANOV |
BBDO Russia group |
DIGITAL ART-DIRECTOR |
| DENIS BYKOV |
BBDO Russia group |
DIGITAL COPYWRITER |
| NATALIA TEDDY |
BBDO Russia group |
Creative Group Head |
| ALEXANDRA SAGALOVICH |
BBDO Russia group |
DIGITAL STRATEGIC PLANNING DIRECTOR |
| ALEXANDER KUZNETSOV |
BBDO Russia group |
CLIENT SERVICE DIRECTOR |
| ANASTASIA VIKULINA |
BBDO Russia group |
SENIOR ACCOUNT MANAGER |
| YULIA NAZAROVA |
BBDO Russia group |
ACCOUNT EXECUTIVE |
| VALERY GOROKHOV |
BBDO Russia group |
SENIOR PRODUCER |
| ELIZAVETA GRIGORYEVA |
BBDO Russia group |
ELIZAVETA GRIGORYEVA |
| ANNA MEZENOVA |
BBDO Russia group |
Designer |
Brief Explanation
HIGH SCHOOL GRADUATION IS THE MOST MEMORABLE EVENT FOR RUSSIAN PUPILS. BUT THERE IS ONE THING THAT SPOILS EVERY STUDENT’S LOOK – THE TRADITIONAL OLD-SCHOOL RIBBON THAT MAKES EVERYONE LOOK THE SAME. THEREFORE, WE CREATED THE IDEA «YOU’RE NOT YOU WHEN YOU BLEND IN».
WE DEVELOPED AND DISTRIBUTED EYE-CATCHING RIBBONS BASED ON INTERNET MEMES AND SLANG. GRADUATES COULD CHOOSE WHAT MATCHES THEIR PERSONALITY BEST.
MECHANICS:
• SHARE THE RIBBON YOU LIKE
• USE #SNICKERSGRADUATION2017
• RECEIVE A SNICKERS RIBBON
AS A RESULT 6000 GRADUATES SWAPED THEIR BORING RIBBONS FOR BRANDED ONES AND WORE THEM ALL NIGHT DURING MASSIVE GRADUATION PARTIES BECOMING WALKING OOH ADS.