Tatiana Moseeva, creative director at DDB Russia, selects five recent projects from the country that all do their part to make a positive change
In my work, I love the cases when communication solves the real issues of not only brands, but society. I believe that advertising not only reflects people's lives, but by influencing them to do better, it can help people make the right choices. Most of the works I have chosen seem to make the world a better place, and I am definitely pleased to meet these works in the media space...
KION - 'Stories That Surprise'
Agency & Production: Zebra Hero
"Something strange has happened to me lately. Every time I go down the stairs, I hear music and start dancing, and slowing down. Also, I keep speaking in a strange language and a man follows and dubs me. This is Mark. Angelica! And when I feel sad it always starts to rain. Wherever I come it becomes beautiful. But not everyone likes it. I can’t find a place for myself Mark! It’s hard for me to say, but I ask you to leave. A man leaving a room. 'Let me at least leave the subtitles'. How did he get dressed so quickly? What’s happening to me? Am I just a hero of an online-cinema advertising? KION. Stories that surprise"
Indeed, it is surprising. A subtle ironic essay on the topic of French cinema, which instantly immerses you in the atmosphere of cinematography and, even more importantly, stands out amongst everything else that appears in Russia on TV screens and laptops.
Kontur - 'It's About Details'
"You don’t like numbers? I slept with them. Dived into details. Counted them. Checked them. Without sigh. Without ah. Deal and digged every detail. Every quarter. I was looking for inspiration in the world of routine life. While you were tired, I toured the cobweb. Caught the points, checked lines of the Labor Code. Logistics. Acts. Sections. Expenses. Made up my own business in the rhythm of the night. Trust me there are no trifles in business. Ecosystem of products for business. KONTUR. Do it beautifully."
The idea of ordering is absolute. There is nothing accidental in this video: intonation, images, hypnotic cuts - nothing really happens, but it is impossible to take your eyes off.
Yandex.Market - 'Momtras'
"Momtras. Mam! Mam! Mam-mam! A minute of silence also counts! A minute of silence also counts! Broccoli’s good for skin. Very. Being mom is sports too. Being mom is sports too. No matter how hard the day is, Momtras will support your inner balance and peace of mind as much as possible. Order goods for calm motherhood on Yandex.Market with the Momtras at Yandex.Music."
Not just a campaign, but an integrated service
that comprehensively helps mothers from burnout. Probably not the first attempt to say that motherhood is not such an ideal time that everyone enjoys, but a beautiful and rewarding way to fill moms' resources.
McDonalds - 'Local'
Agency: Leo Burnett Moscow
Translation after song:
"One's own is always tastier. That’s why 99% of all the McDonald’s ingredients come from Russian suppliers. McDonalds - one’s own is always tastier."
The message of local production is regular for McDonald's. The first shelf of images is the grow beds, the farmers, the production process. All this has been shown hundreds of times. In this execution, the agency and the team managed to show locality in a completely new way, using a variety of pop culture imagery.
Citymobil - 'Ulugbeck, Come Back, We Fixed It!'
"My dear drivers. Arsen, Ulugbeck, Boris and all-all-all of you. You used to work with Citymobil, but then left. Because of many incomprehensibility in the app. We understand it. And so we made it… better! Now it's become quicker to get on the line. Choice of the tariff is very convenient. Filling stations and high demand are on one map. Switching is incredibly easy. In one sentence - we did everything right. And we’re already waiting for you to come back. And so, my, friends, let’s go!"
There is an interesting story behind this project. Citymobil drivers stopped usage of the service due to poor performance of the application. Now the application has been updated, the company wants to return the drivers who left to competitors. For me, work has become a good example of inclusiveness. In Russian advertising, they rarely pay attention to ordinary workers and their needs - in general, advertising doesn't represent them (most of the taxi drivers are migrants). Here, the company used outdoor advertising to reach audience and an online video featuring the director of driver relations presenting the update. Again, a good example of inclusion and kindness towards taxi workers.