| 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.