ROSE INDEX

ClientTHE VILLAGE
Category B02. Microsites
TitleROSE INDEX
Product/ServiceAN ONLINE MOSCOW MAGAZINE
Entrant LEO BURNETT MOSCOW, RUSSIA
Idea Creation LEO BURNETT MOSCOW, RUSSIA
Credits
Name Company Position
Ilya Pryamilov Leo Burnett Moscow Creative Director
Yulia Grezina Leo Burnett Moscow Art Director
Alexey Kalyan Leo Burnett Moscow Copywritter
Dmitry Ulmer-Morozov Freelance Programmer

Background

Once a political holiday, March 8 or International Woman’s Day is now for Russians just an occasion to show their feelings to their loved ones and to please them with various gifts and flowers. As a rule, the latter are bought at the last moment and flower shops take an advantage of the rush and crank up the price. The Village, an online magazine for smart Moscow citizens, decided to fight this trend.

Describe the strategy

Using the currency exchange rate sites as a model, The Village created a Rose Exchange Rate Site where the price of a single flower was tracked daily via a special algorithm, which analyzed more than 500 Moscow flower shops.

Describe the execution

From March 1st to March 8th, the result was updated every hour so readers could observe the alarmingly steady increase in price of a rose – and get directions or links to places where they could buy the cheapest bouquet in town.

List the results

Massive posts in social media - people shared a link on site trying to share and help their friends to save money on flowers. Numerous media supported the idea. As a result thousands of sons, husbands and lovers ordered their roses on the internet in advance saving their money and causing some expected frustration among the greediest flowermongers. That’s how The Village proved their motto: spreading information that makes life in the city better.

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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