Title | KOSHOGO |
Brand | KLOOP |
Product/Service | NEWS MEDIA |
Category |
F05. Breakthrough on a Budget |
Entrant
|
LEO BURNETT MOSCOW, RUSSIA
|
Idea Creation
|
LEO BURNETT MOSCOW, RUSSIA
|
Credits
Ilya Pryamilov |
Leo Burnett Moscow |
Creative Director |
Yulia Grezina |
Leo Burnett Moscow |
Art Director |
Sergey Belozerov |
Leo Burnett Moscow |
Copywriter |
Vladimir Rolik |
Leo Burnett Moscow |
Agency Producer |
Mikhail Maer |
Leo Burnett Moscow |
Creative producer |
Dmitry Ulmer-Morozov |
Freelancer |
Coder |
Cultural / Context information for the jury
We combined the koshogo - a powerful symbol of the traditional marriage and virginal innocence
symbolized by its white color - with stories of violence against women, even rape, taken from the ala kachuu victims’ reports rejected by the police. This created a powerful emotional impact.