| Title | OUR SEA |
| Brand | BLOKNOT ANAPA |
| Product/Service | BLOKNOT ANAPA |
| Category |
E03. Food / Drink |
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Entrant
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POSSIBLE MOSCOW, RUSSIA
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Idea Creation
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POSSIBLE MOSCOW, RUSSIA
|
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Media Placement
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BLOKNOT ANAPA, RUSSIA
|
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PR
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POSSIBLE MOSCOW, RUSSIA
|
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PR 2
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SUPREMATIKA Moscow, RUSSIA
|
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Production
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POSSIBLE MOSCOW, RUSSIA
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Production 2
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SUPREMATIKA Moscow, RUSSIA
|
Credits
| Vlad Sitnikov |
Possible Moscow |
CCO |
| Artem Filimonov |
Possible Moscow |
Creative Director |
| Marat Arutyunov |
Possible Moscow |
Senior Creative |
| Vladimir Lifanov |
Suprematika |
Founder |
| Valeria Mamaeva |
Possible Moscow |
PR Manager |
| Ksenia Boyarkina |
Possible Moscow |
Senior Digital Producer |
| Anastasiya Ashukina |
Suprematika |
Designer |
| Fedor Nozdrin |
Possible Moscow |
Art Director |
| Igor Smirnov |
Possible Moscow |
Art Director |
| Andrey Geraskin |
Possible Moscow |
Motion Designer |
| Evgeniya Maksimova |
Suprematika |
Motion Designer |
| Dmitry Litvinov |
– |
Colorist |
Background
Pollution of the Black Sea is an important ecological problem. Each year thousands of tons of rubbish end up there, 80% of them – from the coast. But what alarms the most is that around 10% of this rubbish gets eaten by sea animals that we in turn end up eating.
A small coastal town, Anapa, suffers from pollution as well – every day huge amounts of rubbish get on its beaches and city services don’t even have time to clean it all up.
A city portal called “Bloknot Anapa” decided to draw attention to this problem and create a product that will help communicate possible consequences of pollution in an unusual and memorable way to the people living near the Black Sea coast.
Describe the creative idea (40% of vote)
The city portal “Bloknot Anapa” brings up social issues important to its readers. However, it’s not only locals who are responsible for pollution but also tourists and other visitors. That’s why Bloknot Anapa decided to communicate the importance of this ecological problem not only to locals but also to potential tourists of the Black Sea coast.
To show what impact irresponsible attitude towards environment can have on our lives, we created the first ever seafood created by humans. It is made of rubbish that was caught in the Black Sea.
This range of products called “Our Sea” includes: a sea cocktail of tins, Black Sea mix of plastic bottles, cigarette stubs as sea gobies and a seafood salad from plastic bags.
We also worked closely on brand’s style – all fish, prawns and algae depicted on the packaging are actually plastic bags, bottles and cigarette stubs shaped like sea animals.
Describe the execution (40% of vote)
A monochrome logo for a new brand “Our Sea”. Packaging for four main products, design stands for supermarkets, advertising posters that were put up around Anapa and various POS materials handed out in cafes and shops around the town.
We used rubbish collected on the beaches of Anapa to create our designs. We used most common objects you could see on the coast: plastic bottles and cups, bags, cigarette stubs and tins. After that we applied typographic paint to the objects and used a linocut technique to get an image of the object. Then we added some finishing touches in Photoshop.
The packaging doesn’t lie to consumers. We showed what was really inside. Promotion and delivery are consistent with the idea and contents of the product.
Jars with products were put on shelves of shops along the Black Sea coast.
List the results (20% of vote)
9 mln total reach
2km of coast was cleaned
x3 website visitors