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Cannes Lions 2014: Food for thought

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Cannes Lions 2014, best cases and essays of advertising experts!

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Cannes Lions 2014: Food for thought

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  11. 11. if G 3 AIIEKCAHJZLP L .1 cocHoBci<vi>< CEO & Founder, Lenincraft 12 9 61:1 oco6oe BHI/ IMaHl/ I9 oopamn Ha He17IpoMHTe, od)eI/ "lcbl, OHM B cKopoM BDGMEHI/ I CMOI'yT l7OKa3<3Tb , fl9MVCTBl/ IT€'/7bHO O‘4eHb l4HTE'p6'CHbIe D93}/ /7bTaTbI. TaK KaK T_/ T 6CTb ABE‘ COCTEB/7HIOLL(l/ IQ ycnexa: ‘-Ie/7OBeK I/ I TGXHO/7OI'MFI.
  12. 12. MEGAFACES Ha OnviMnvivicKvix virpax 5b| J'| noKa3aH oHeHb i: iocToi? iHBii7i Kevic. CaMa9i VlHTepeCHaFl vi npo, i:i. Bviraiou. i.a9i peKJ'laMHa9l KOMI'IaH| /191 — 3T0 B3aviMo, i:iei7icTBvie c HenoBeKoM. Co3iJ. aHvie paéotiero npocTpaHcTBa c nopLuH9iMvi noTp9icaeT, no 3Toro HI/ IKTO He , i:i. enari Beu. ivi no, i:i. o6Horo MacLuTa6a vi He yD, l/IBl/ ITeI1bHO, Inc 06 STOM co6BiTvivi JZLO cvix nop roBop9iT. F10 MHe, Tax 3T0 o, i:i. viH vi3 CaMblX viHTepecHBix i<ei3icoB, B KoTopoM 6bIJ1|/ I I/ ICl'| OJ'1b3OBaHb| TpeXMepHb| e TexHonorvivi. ECTb, KoHeHHo, napy peKoMeHi: iaLivivi no yriyHuJeHviio CKBHI/ lDOBaHl/191 vi co3,i: iaHvivi Moizierivi HerioBeKa. Ho B Li, enoM Bce c, n.enaHo OTJ'| l/1|-1H0. AMIA BOOTH OHeHb cTpaHHBii7i l'laBW'| bOH, F1 y, i:iviBneH, HTo CTOJ'lbKO nio, uei7i peLUl/ U'| |/| Cb Tyzia 3aviTvi. MHe Ka3aJ'IOCb, HTO >Keriaiou. ivix 6yi: ieT MaJ'| O. Ilionvi, Kax npaBvirio, He riio6;iT I/1Cl'| bITb| BaTb oTpvii. iaTeriBHBie vi HeFaTl/ lBHble 3MOLl, l/ll/ I, a TaK )Ke L1yBCTBO cTpaxa. I'IoH; iTHo i<ai<vix uerievi xoTenvi [1061/| TbCF1 aBTOpb| ,lJ. aHHOFO naBvinBoHa, vi c 3TviM oHvi Cl'lpaB| /1J1|/ ICb. CaMbIe 3aF1OM| /|Ha10lJ. |,| /|eCFl oi. i.iyu. ieHvis1 — 3T0 CaMb| e cTpai. i.iHBie. C TexHviHeci<oi7i TOL-IKVI 3peHl/ IFI Bce ci: ieriaHo TO>Ke viHTepe<: Ho vi npocTo. THE SOUND OF HONDA 3/ Honda | 'IOJ1yHVl)1OCl: - C03,lJ. aTb i1ei7icTBviTenbHo yHvii<ariBHBii7i, Hvi c l-1eM HHe cpaBHviMBii3i npoei<T. HeynviBviTerii-. .Ho, |-ITO OH l'IOI1yHl/ I11 6onBi. uoi7i OTKJ'Il/ IK B npecce. l'| po, u.eriaHa 5OJ'lbLlJaF1 pa6oTa no CBe, El. eHl/ I10 My3b| K|/ I vi Bvineo. TexHonorvivi, KOTODble Tpe6yioT HenocpencTBeHHoro HerioBeHeci<oro yHacTvii: i vi F1OJ'| y'-lal0T, KaK npaBviJ1o, oHeHB no3viTviBHBie oTi<nviKvi OT nio, i:i, ei3i. VIM viHTepecHo CMOTDeTb, TDO| 'aTb, B3aviMoi: iei7icTBoBaTB c npe, i:iMeTaMvi. B '-leJ‘lOBeKe cbyH, u.aMeHTaribHo 3aJ'| O>KeHO riio6onBiTcTBo, l'| O3TOMy npviBrieHB ero I; ’' :5’ BHVIMSHI/ I8 K Hel/ IBBBCTHOIZ TeXHOJ'| OFl/ ll/ I OL| eHb )'| eFKO. Mory 3T0 | '|O, El. TB€D[J. V|Tb, TaK KaK HaLL| a KOM| '|aHl/ I91 3aHl/1MaeTC9l TpeXMeDHblM CKaHl/ |pOBaHl/ leM I/ I MHTGDQC I'| K)D, el7| K BTOH TeXHOJ'| OFl/ ll/ I OL| eHb Befll/ IK. Ey, i:i, yu. i.ee Te><Horiorvii? i 0'-leHb viHTepecHo TeM, HTO ero HeJ'Ib3§1 | 'lpeLlCKa3aTb. Cel7|HaC p. oMai. uHioio 3D—neHaTB MO)KHO c J'| e|'KOCTblO I/ |C| 'IOJ'| b3OBaTb B O6Da3OBaTeJ'lbHbl>( LleJ'| FlX, a TpexMepHoe cKaHvipoBaHvis1 mm BoccTaHoBneHvi; i My3ei7iHBix i. LeHHocTevi vi , El. peBHl/ IX 3KC| 'lOHaTOB. OTHocviTenBHo HOBblX TpeH, i:i, oB, 51 6b! oco6oe BHviMaHvie o6paTviri Ha HevipoviHTepd3ei7icbi, oHvi B ci<opoM BpeMeHvi cMoryT l'lOKa3aTb , Cl. el71CTBl/1TeJ'lbHO 0'-| eHb viHTepecHBie pe3ynBTaTBi. TaK KaK TyT eCTb p. Be COCTaBJ'lF1lOU. ll/ le ycnexa: He)1OBeK vi TeXHOJ'| OI'l/ IFI. 13
  13. 13. Tbwpeguennzm 14 W1 VIEHT: Merad3oH AFEHTCTBO: A><is; Asif Khan Ltd FPAH~l1Pl/ l VI 3OJ1OTl: lE l—lAI’PA, lZLbl B HOMVIHAUJ/ l$? l><: Innovation Lions (GRAND PRIX) BPVIO: MeraCDoHy, reHepanbHoMy napTHepy OnviMnvii7icKvix virp B Couvi 2014, B0 BDeMFl no, i:LroToBKvi K OriviMnvii? icKviM virpaM Heo6><oLiviMo 6Bino yCVIJ'1l/ lTb J'lO9U1l: HOCTb cBovix i<i'ivieHToB K 6peH/ Sly vi yBenviHviTB l/ |C| '|OJ1b3OBaHl/ le Mo6viriB- Horo l/ lHTepHeTa, a TaK>Ke npviBneHB BHviMaHvie noriB3oBaTeriei? i npyrvix KOM- naHvii7i, oco6eHHo c Ha‘-laJ'| OM BpeMeH «Mobile Number Portability» (MNP). TBOP'-IECKAFI VIAEEI: MegaFaces, OnviMnvii7ici<vii7i l'laBl/ IJ1bOH MeraCDoHa, cTari anocbeo3oM | '|§lTVI- MeCF1‘-| H0|7I oJ1viMnvii7icKoi? i KaMnaHvivi <<Co3i1ai7i cBoio co6cTBeHHyio OJ'| |/lM- nvii3ici<yio vicTopviio». KPEATVIBHOE PELUEHVIE: l'laBvinBoH MegaFaces B OnviMnvii7ici<oM napxe Coim — 3T0 viHTepai<TviBHas: Bbl- coi<oTexHoriori4HHa; i i<oHcTpyi<i_ivi; i, Ha o, i:iHovi vi3 cTeH i<oTopoi3i npvi noMou_ivi CI'IeLl. l/IaJ'| bHOl'O Te><HviHeci<oro peLL| eHl/ I91 l'l0FlBJ'lFU'll/1Cb rviraHTci<vie O6'beMHb| e nopTpeTBi i1ec9iToi< Tb| C$IH DOCCI/ ll7lCKl/1X 6oJ'ienbu. i.viKoB. Ka)KJ: l,b| l7l l'lOCeTl/ lTeJ1b | 'laB| /lJ1bOHa Mor npoi7iTvi 3D-ci<aHvipo- BaHvie vi o61:eMHoe vi3o6pa>i<eHvie ero nopTpeTa Bb| BO, El| /II1OCl: i Hepes Hei<o— Topoe BpeM; i Ha cpacaizi naBviriBoHa. O6'beMHbIe l’10pTpeTb| co3LiaBanvicB npvi noMou. i.vi11’OOO Teneci<onviHeci<vix nopi. i.iHei2, | '|OKpb| Tb| X BBicoi<o3riacTviH— Hoi7i TKaHblO. Ka>i<i: iBivi l/13 l'lOpLlJHel71 Bb| ,El. Bl/ ll'aI1C$l Mai<cviMyM Ha 2 MeTpa, HTo | '|O3BOJ1FU1O CDODMI/ IpOBaTb TpexMepHBie CbOpMb| B apxi4Tei<TypHoM Macu. iTa- 6e. Ha cTeHe cbacaizia oi: i.HoBpeMeHHo | 'lOFlBJ'|9lJ'| OCb Tpvi O5'beMHblX nopTpeTa BBicoToi7i 8 vi i_uvipviHovi 6 MeTpoB. PE3)/ J1bTATbl: Eonee 400 HOBOCTHbl)( cTaTei7i B CMI/ I vi 6oriee 600 cTaTevi B MHTepHaLJ. l/1- OHaJ'| l:Hl: i|X CMI/ l Ha3BaJ'| |/I | '|aBl/ IJ'| l:iOH viKoHoi? i I/ lrp. Bonee 140 Tb| C. J'| |/ILI, 6131110 oTo6pa>i<eHo Bo BpeMFl virp. Eonee1OO TblC. «TBI/ ITOB» I/1 «pel'| OCTOB».
  14. 14. '1/lnepeguermun: KTIMEHT: AMIA AFEHTCTBO: Ogilvy&Mather Argentina | 'PAH~FlPV| M 3OJ'| OTb| E HA| 'PA): |,l: :| B l-IOMI/ ll-lAL| ,|/ |9l><: Branded Content And Entertainment — Live Experience (GOLD) EPVICD: 18 I/ IIOJ'l9l 1994 rona I'| pO| /13OUJJ'| O caMoe 6onBuJoe TeppopvicTviHecKoe Hana, u.e- Hvie Ha eBpei7icKoe coo6u. iecTBo AMIA (ASOCIACION MUTUAL ISRAELITA ARGENTINA). CaMoe 6oriBLuoe B vicTopvivi Ap| 'eHTl/ IHb| . KaK Mo>KHo 5blJ'|0 I'lpVlBJ'le‘-lb apreHTviHi. ieB Ann yLiacTvi; i B 6opB6e 3a cnpaBe, iJ, i'ivi- BOCTb Cl'| yCTFl 19 J'ieT? TBOP‘-IECKAH VIJJESI: l'losiBviriacB I/ |JJ, eFl He TOJ'| bKO paccKa- 3aTb 0 CO5b| Tl/ IFIX OT nepBoro J'| VILl. a, Ho vi , i:i. aTB 06bl'-lHblM riio, i:i. ;ii~«i, He npviHacT- HblM K CO5b| Tl/ IFIM, I/ |CF1blTaTb To, HTo HyBcTBoBanvi nocTpai: iaBLuvie J'| IO, ElV| Bo BpeM§I B3pBiBa. TaK, oHvi Hl/ IKOFJJ. a He cMoryT 3a6BiTB o Toi7i Tpare, ci, vivi. KPEATMBHOE PELIJEHME: — Bblfll/ I co6paHBi viHTepBBio BBi>KviB- Luvix yHacTHviKoB co6BiTvii7i, noriyHeHBi Bvi, cieo—KoHcynBTai. ivivi OT 3KcnepToB, pa6oTaBu. ivix no 3TOMy , i:i. eriy. iliiatiz Lita’/ I hu(= .i’gIr.1si: —x, -ihe= .niiii~. _i? $s%13 tliia-Kit-1ir= i.i — Ebiria co3naHa cnei. iviariBHa9i 6yi: iKa, BHyTpvi KoTopoi7i y'-laCTHl/1K| /I aKi_ivivi caMvi Mornvi OU. lyTl/ |Tb ce6;i Ha MecTe l'| OCTDa, lJ. aBL| Jl/ IX. B 6y. :iKe BOCC03D. a- BaJ'| l/lCb xapaKTepHBie TeMnepaTypa, 3Byi<vi, 3anax; «>KepTBa» cTosina Ha cnei. iviani: .Hoi7i noi: i.Bvi>KHoi7i I'lJ'| aT- CDODMQ; B Hy>KHBii? i MoMeHT B Boanyx Bbl5paCb| BaJ'| aCb I'| blJ'| b. Eynxa TaK>Ke 5bIJ'| a ocHau. ieHa BVI, El, eOI'| pOeKTO- poM, l'10Ka3b| BaIO| .|. l.l/ IM Kanpbi c MecTa co6BiTvii? i. HenoBeK B 6y, i:i. Ke CJ1b| LIJaJ'| paccKa3 Bb| )Kl/ IBLUGFO o CO5bIT| /IQX B ToT D. eHb, KaK 51:1 HaXO, ElFlCb Ha ero MecTe B 3TOT MoMeHT. PE3YJ1bTATbI: — Bonee 5 Tb| C. HenoBeK | 'l06blBaJ'l| /1 B 6y, ci, Ke vi BbILU}1|/ I oTry, ti. a KaK HOBb| e BbI)Kl/ IBUJI/ le. MHorvie vi3 Hvix nnaxarivi. — 5b| J1VI cnpoBoi. ivipoBaHBi TaKvie >Ke | '0pFlI-ll/ le o6cy>K, u.eHvm co6BiTvii7i B CMI/ I no BceMy Mvipy, KaK vi 19 J'| eT Hasan Bo BDQMFI Dea)1bHb| X co6BiTvivi. 15
  15. 15. ti SOUND CN: HONDA/ ANRTON SENNA I989 KNMEHT Honda AFEHTCTBO: Dentsu, Japan FPAH—l7P| /I VI 30flOTblE HAFPA, E|, b| B HOMVIHAUJ/ lFl><: - Titanium And Integrated - Titanium and Integrated (GRAND PRIX) use of interactive screens) (GOLD) - Film - Branded Entertainment Internet Film (GOLD) - Outdoor — Non—Formatted Digital Outdoor (GOLD) - Cyber — Storytelling (GOLD) - Direct — Cars & Automotive Services (GOLD) - Promo And Activation — Use oi‘ Exhi— bitions and Digital Installations (GOLD) m, E ' ‘:3 IE1 . 16 - Cyber — Installation/ Exhibit (including I5PVI<D: lnternavi — 3T0 HaBl/ l|'aLl, |/IOHHa9I cvicTeMa oT Honda, KOTOpaFI co6vipaeT viHcpop- Mauviio o BO)KJJ, eHl/ II/ I aBToMo6i/ irievi B peariBHoM BpeMeHvi. 3ai: iaHei7i cTano paccKa3aTB o BO3MO>KHOCT9lX , i:i. aHHovi cvicTeMBi. Oi1HaKo TeJ'| eMeTpl/ IFI — He TaKas1 rierKas: vi I/ IHTepeCHa9l TeMa tum O5U. l,eHl/ IFI. |'lo3ToMy Heo6xo, i:i, viMo 6Birio | '|pl4IJ, yMaTb cnoco6 KaK 3al/ IHTepeCOBaTb noTpe6viTeriei? i vi BneHaTriviTB ay, civiTo— pviio coBepu. ieHHo HOBb| M cnocoooivi. TBOPl-IECKASI Vl. IJ, EF| : R&D Honda — 3T0 He TOJ'| I>K0 MeXaHv1- Ka, Ho vi viHHoBai_ivivi B <<Mo3re» MaUJ| /IHI: | vi 3rieKTpoHviKe. I/ IcToKvi , i1aHHoi7i Tex- Honorvivi OTHOCFITCFI K TeneMeTpviHe— cKovi cvicTeMe Linn F1198O rona. HTo6Bi CBFI3aTb 3Tvi CbaKTbI, 6Birivi co6paHBi D. aHHb| e o BO>K, ELeHl/ ll/ I Ai7ipToHa CeHHb| . KPEATVIBHOE PELIJEHVIE: CO3,El. aTeJ'| FIM peKnaMHoi7i KaMnaHvivi y, El. aJ'IOCb c noMou. iBio COBpeMeHHI: |X Te><Honorvii7i, KoTopBie oTo6pa>Kanvi CB8‘-IeHl/ Ie cBeTo, civioi: iHbix caap vi LUyM MoTopa, Bocnpovi3BecTvi 3HaMeHviTBivi CaMbIl7I 6BicTpbii? i Kpyr Ai7ipToHa CeHHb| 1989 rotia 3a pyneii 6onvii: .a McLaren Honda MP4/5 Ha TpeKe Suzuka Circuit. I/ IH>KeHepBi npoaHarivi3vipoBarivi Bce I1aHHI: i|e Toro 3ae3i: i.a. 3Ta I/ IHdJOpMaLl, |/191 obiria 3anvicaHa c | '|OMOU. LbIO TaKoi7i >Ke TexHonorvii4 , KOTOpaFI vicnonB3yeTc9i B aBTOMO6l/ IJ'| FIX vi Ce| 'O, IZI, HFI. CTepnacB I'paHb Me>KLiy I‘| pOUJJ'lb| M vi HaCTO$IU. ll/ IM, vi J'| IO, El, l/I | '|OHFU'| l/I, l-ITO Tenepb 3Ta TexHo— J'| O|’l/ IFI noMoraeT VIM Ka>KLiBivi , ELeHb. PE3VJ1bTATbl: Ay, i:i. viTopi4:: i cMorna I/ IC| '|I: i|TaTb Te >Ke HyBcTBa, HTo vi 3pviTerivi Ha Tpacce Suzuka B ToT Ba>KHBii? i , I1eHb1989 ro, i:ia l'| poeKT 6Bu'i ocBeu. LeH B CMVI B 9Ino— Hvivi, Epasvinvivi, Eapone, CLLIA vi Lipyrvix pervioHax npvi OTCyTCTBl/ II/ I 3aTpaT Ha PR vi Melll/ Ia-| '|O, El. ,l2I, €‘p>KKy. Bviizieo CTaJ'| O CaMb| M npocMaTpviBae— MblM Ha YouTube cpeizivi Bcex Bvineo 9inoHcKoi? i aBTOMO6l/1J1bHO|7I KoMnaHvivi vi Bcero J11/ILUI: 3a i: iBe He, IJ, eJ'| l/I CaMbIM I'lpOCMaTpl/1BaeMb| M BI/ IpyCHI: i|M Bvip. eo no BCeMy Mvipy.
  16. 16. 7 I15 ; IPA Bo TA M TE KP; /@710 cy TO L/ H o
  17. 17. emf : ¥XKiif‘, i:fi1A34lZ1:4E? ié1l}7f’-! ,!2l! ?ii tif'4j”, *I'? i:“1"I. "¢. :'r. "‘. 'i'i'‘V. o1‘i“4‘i-~<"H/ ' "’g;5't". ‘i: I"-sir’. -:i'4'i?4”I —' _: iv: 'r'. ‘I'_-VI. -.-i. oxéi 1it9‘: iq: n’m. »:; :,= .i: m.= % mo1?< . r.. '.<. .arr«.1-. :.ar{" 4115:: ‘IE8?
  18. 18. (YouTube KaK nriaTd3opMa — 3T0 KpaeyronBHBivi KaMeHI> i: i,ri9i BvipycHoro MapKeTviHra B viHTepHeTe. L-| au. i.e Bcero TaKvie KaMnaHvivi npviBneKaioT BHviMaHvie c3opMovi, a He co, qep>KaHvieM. . Pa3yMeeTc9i, HviKTo He 6y, i:i. eT Cl/ l,I1eTb 24 Haca vi cMoTpeTB, KaK J'IIOLI, |/I TaHi. iyioT. 3T0 Bvi, i:i. eo He , i:iriviHHoe , i:ia>Ke, OHO 6ecKoHeHHoe. 3T0 KaKoe-To i1ocTvi>KeHvie izirisi KHvirvi peKopi: ioB l'viHHeca, HTO- To cpe, i:iHee Me>K, i1y i1ByxMeTpoBBiM 6ai. uMaKoM vi HerioBeKoM nponpBiraBu_iviM Ha o, i:iHoi? i Hore1OO KvirioMeTpoB. Ho 3ai: i.aHa >Ke He B TOM, HTO6bI riio, uvi Knvin nocMoTpenvi, a Bb|3BaTb oTBeTHyio peaKi_iviio. tDaHaTBi <Daperiria cHviMaioT npo, i:i. ori>KeHvie KJ'| V|| 'la, KaK oHvi TaHLl, yIOT non ero necHio (http: //wearehappyfrom. com). TaKvix Bviizieo y>Ke Ha6paJ'IOCb noHTvi 2 OOO vi cyMMapHo, i: i.yMaio, y Hvix npocMoTpoB 6OJ'l| :L| Je, Hem y opvirviHariBHoro Krivina, vi M3 Hvix Mo>KHo HaMOHTl/ lpOBaTb Bviizieo Ha HeCKO}'1bKO i: iHei? i. 3T0 ropaaizio 6oriee rriy6oKoe B3aviMo, i1ei7icTBvie 6peH, i:i. a (vi3BviHviTe) c ay, i:i. viTopviei7i. OHvi He npocTo CMOTDFIT vi noKynaioT, oHvi CaMM CTaHOBFITCFI HacTBio 3TOI'O Krivina, npoi: iori>Ka9i vi i: i.onoriH9i9i ero. l'onyHaeTcs1 oHeHB KpenKas: 3ivioi_i. vioHanBHas1 CBFI3b, Ha Luoy Ol'| Db| yviHc)pvi <Dapperi , i1a>Ke DaC| 'IJ'IaKaJ'ICFI OT Cl-IaCTI: iF1, npvi npocMoTpe 3T| /IX cpaHaTcKvix KrivinoB (wttpz/ /www. biIIboard. com/ articIes/ coIumns/ twe-juice/6052289/pharreI| —wiI| iams-cries—whi| e- watching—happy—fan—videos—on—oprah). M BOT 3TOT 3aMKHyTBii7i uviKri Me>K, i:i. y My3blKaHTOM vi ero c3aHaTaMvi — FJ'| aBHOe , D,OCTl/1>KeHMe aToi7i KaMnaHvivi. 19
  19. 19. PHARRELL W| LL| AlVlS—i 24 HOURS OF HAPPY Kfl I/ IEHT: Universal / lamother AFEHTCTBO: Iconoclast Interactive, France HFPAHTIPM M 30flOTblE l—lAI’PA, IZLbl B HOMMHAU, M$? l><: - Cyber — User Experience (Grand Prix) 'I'lH2peguennwt (Gold) - Cyber — Use Of Music/ Sound Design (Gold) - Cyber — Interactive Video (Gold) - Cyber — Use Of Video (Gold) - Cyber — Microsite (Gold) 20 - Cyber — Interface & Navigation BPWD: Bl/ lJ1bFIM Glapperiri vi3BecTeH coBMecT- Hovi pa6oToi7i c Daft Punk vi Robin Thicke, OJJHBKO | '|pO, El, a)KM ero cviHrna «HAPPY», co3,i: iaHHoro , i:u19i c)vu1BMa «Despicable Me 2» He npviHec o>Kvi, :i. a— erioro ycnexa. HTo6Bi peLLl| /ITI: npo- 6neMy, 6bino nocTaBneHo HeCKOJ'IbKO OCHOBHbI>( 3ai1aH: —yBeriviLiviTB npoi1a>Kvi cviHrna —CBsi3aTBc; i c d)aHaTaMvi Hepea co- 3i: iaHvie a6conioTHo l/ IHHOBBLLMOHHOFO digital —npoeKTa TBOPHECKASI I/ IJ: |.E9l: MHcai7iT 6Bin npocT: I‘IOl: lTOJ'lKHyTl: - He» MHO| '0 nionevi K TOMy, HTo6Bi I'lOKa3aTb cBoe cHacTBe. KPEATVIBHOE PEIJJEHVIE: Eb| J'| O CO3/JaHO Bl/ lIJ, eO i: i,nviHoi3i B 24 Haca. CBbILL| e 300 riiopievi B KJ'| |/Il'| e ry- J19IIOT, TaHLl, yIOT vi MX | 'lepel'|0J1H§IeT cHa— CTbe. Flo LieHTpy 3KpaHa — LI. Md3ep6J1aT, KoTopBii3i Mo>KHo KpyTviTb vi nepeMe- LLI, aTbC9l B J1IO50e BDGMFI cyToK. I-ITo6Bi B BI/ U180 Krivine yBvi. i:ieTB caMoro Cbaperiria, Hy>KHo HBMTVI KDy)KOK c 6yKBoi7i «P» vi J'I| /ILIOM penepa B HeM vi Ha>KaTb Ha Hero. I'Ipviivie~iaTeni= Ho, '-ITO onarogapn cnei. i,vianBHoi}i TeXHOJ'| O|'MM (COl«IeTaH| /I10 Youtube, HTML5 PLAYER, PHP) npvi nepBoHaHanBHoM nepexone uacbi ycTa— HaBriviBaioTcs1 Ha TeKyu. iee Bpewi. PE3YJ1bTATbl: — l'lpoiJ. a>Kvi cviHrna yBenviHvirivicB Ha 14’OOO% nocne : -ianycKa npoeKTa — OHriai? iH—npoeKT — CaMb| M 6oriBu_ioi? i xviT M3 KO| ',I2Ia rivioo cyu. i.ecTBoBaBu. ivix: KoriviHecTBo riioiJ. ei? i, noceTviBi_i. ivix caviT cocTaBvino1O MIIH. — J'lioi1vi no BceMy Mvipy noHyBcTBo- Banvi ce6;i CBFI3aHHb| MVl c <DapperirioM, 6Birio co3i1aHo 6oriBi_uoe KoriviHecTBo DBMGMKOB. — OOH nocTaHoBvin, l-ITO 2O MapTa 6yi: i.eT npvi3HaHo )Zl, HeM CHaCTbFI, a (Dap- periri cTaHeT od3vii. i,vianisHBiM npe, i:i. cTa— BviTeneM 3Toro npa3i1HviKa. —CaMoe I'J'IaBHOe — Mvip cTari HeMHoro cHacTnviBee)
  20. 20. rnaBa i AflA /7m/33/M TECb K /7/EPEK)/ CAM I HA xogy
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  22. 22. GENERAL ELECTRIC — KAMFIAHVIFI #6SECONDSC| ENCEFA| R General Electric peUJVIJ'IVI | 'l0Ka3aTb cBoviM noTpe6viTen; iMvi, I-ITO Hayka vi TexHoriorvivi - 3T0 He TaK CJ'IO)KHO, KaK Ka)KeTC91., U,J1Fl caoevi KaMnaHvivi 5peHLl BbI5pa}1 Vine, M061/l. I'lbH0e npvirio>KeHvie vi COLLI/ IaJ'lbHyIO CeTb, KOTOIOBFI | '|O3BOJ1FleT CO3,IJ, aBaTb vi , i:iei-iviTBc; i KOpOTKl/ IMVI, 6 CeKyH, El, HblMl/ I Bvi, ueo. Ha nepBoM eTane GE 3anycTvirivi cepviio Ml/1Kp0-BI/1121,90 c npocTBiMvi 6b| TOBb| MI/ I 3KcnepviMeHTaMvi. 3Tvi ponvikvi HaCTO}'IbKO | 'lOHpaBVIJ'Il/ ICI: ayi1viTopvivi, I-ITO Ha BTopoM : ->Tane 6peH. i:i npocTo nonpocviri noriB3oBaTeriei? i Vine co3,i: i,aBaTB cBovi Bl/ l,IJ, e0-3KCI'lepl/ lMeHTb| vi BbIKJ1a, D,blBaTb vix c XeUJTeFOM #6SecondScience. M riio, i1vi co3,iJ, anvi tum 6peH, i:ia 6onee 400 viHTepecHBix MviKpo-poriviKoB, a cama KaMI'laH| /IFI 6Biria OTMeHeHa Bo MHorvix MHD, yCT| DV| aJ'| bHbIX V|3£laHl/ IHX. Ka3aJ'lOCb 6Bi, B 3TOM npoeKTe HeT y, i1viBviTeriBHovi vi, i:ievi vinvi | 'lOpa3VITeJ'lbHOFO viHcai3iTa. O, tiHaKo B HeM eCTb napa J'IIO6OI'lbITHblX MoMeHToB, Ha KOTOpb| X XOTeJ'| OCb 6Bi OCTaHOBI/1TbCFI. Ecnvi ay, uviTopvivi HpaBl/ ITCFI To, HTo Bbl i1enaeTe, ee He Hy>KHO 3aMaHviBaTB npvi3aMvi, 6yKBaJ'lbHO ynpai. uviBa; i co3,i: i.aTB HTO-TO i: i,n; i 6peH, i:i. a. General Electric c, i:i, eriari cTaBKy Ha Taopqeckyio ay, u,viTopviio Vine, flail viM viHTepecHyio TeMy vi ay, El. l/ITODVIFI 0TKJ1V| KHyJ'IaCb, co3,i: .aB Maccy viHTepecHeviLLiero 6peH, i:i, -KoHTeHTa, 6e3 KaKoi? i- nvioo MaTepviariBHoi3i MoTviBauvivi. | ‘IoTpe6neHvie KoHTeHTa B viHTepHeTe npo, i:iori>KaeT M3MeHFITbC§1 B cTopoHy ynpou. i,eHvi; i. ynpou. ieHvie J: I.O6paJ'lOCb vi no Bl/ ll: l.eO vi Tenepb Mbl BvinviM, KaK Ha6vipaeT CMJ1y HoBBii7i TDeH/ J. - KoMMyHviKaLivisi I-iepe3 MviKpo-Bvi, u,eo. |'| o6e, i:i, a npoeKTa GE Ha Cannes Lions TOJ'IbKO no, ucTerHyria ero pa3BviTvie. 3/>Ke ceviqac TaKvie 6peHI: iBi, KaK Samsung, Burger King, Intel, LEGO, Nike, Coca—Co| a, Mini vi [l. py| 'l/ Ie aKTviBHo I'IpVlMeHF1IOT MviKpo— BviiJ. eo B CBOeI7l KoMMyHviKaLivivi c l'IOTpe6l/1TeJ'I9lMV| . 3ana, i:iHBie peKJ'iaMvicTBi MCl'| OJ'| b3yIOT , i:i, nsi 3TOI'O CepBl/ lCbI Vine vi lnstagram Video, oTeHecTBeHHBie — poccvii7icKvii7i npoeKT Coub. MHTepecHo To, HTO TOJ'IbKO no9iBviBuJvicB, MviKpo-Bvi, ueo 6bicTpo nepeu. irivi vi3 pa3p9ii: ia 3KcnepviMeHTa B pa3p9u: i pa6oLiero viHcTpyMeHTa KOMMyHMKaLl, |/IM. I‘lpviHviHa oHeHb npocTa — 3CbCbeKTl/ lBHOCTb. HanpviMep, FIpOeKTbl c 5DeH, El-KOy6aMl/ I, KOTOpbIe peanvi3oBario HauJe areHTcTBo, Ha l'IOpFI, I1KI/ I l'lepeBbll'lOJ'| H|/ IJTM Bce KPI no oxBaTy vi BOBI1eHeHl/ IIO. MviKpo—BviLieo npou. Le l'lOTpe5J'IFITb, MviKpo—Bvi. i1eo npoi. i.i. e , El, e}1aTb, viMeHHo I'| O3TOMy viHTepHeT-ay, i:i, viTopvi; i TaK noJ'iio6viria HoBBii7i CbOpMaT, KoTopBii7i He TOJ'1bK0 pai1yeT vi Becerivn, Ho vi I'IO3BO)1FIeT FIDOFIBI/ |Tb cBoi7i TBopLiecKvivi noTeHLi. viai'i, He l'lpl/1KJ'la, Cl, bIBaFI 6onBu. ivix ycvirivii7i. A HTo6Bi aytivnopvisi noHviMana 6peHti, c Hevi Hy>KHo pa3I'OBaDl/ IBaTb Ha 9I3bIKe, KoTopbii7i ei7i HpaBl/ ITCFI. Ha ; i3BiKe KopoTKvix vi MHTepeCHb| X Bvipieo-ponviKoB. l'lpviMepBi MVIKDO-BI/11190 Ann 5peHJJ. OB2 https: //vine. co/ v/hMBrmxm9uD1 https: //vine. co/ v/MYhdbEZwMnm https: //vine. co/ v/MBwlY9DrpMz http: //instagram. com/ p/oQmWjIxKPu http: //coub. com/ view/ o9he http: //coub. com/ view/1yetg 23
  23. 23. #6 SECOND SCIENCE FAIR KFIVIEHT: GE AFEHTCTBO: General Electric, USA BPOH3OBA$4 l—IATPAD, A B HOMMHAU, M$? l><: Branded Content And Entertainment — Use or Integra- tion of User—Generated Content EL EJ 7/lrizpeguennwt 24 EPVIO: KomnaHvisi GE viMeeT 6oriBi. uoi7i Ol'| b|T Bo MHO| 'l/ IX O5J'| aCTFIX vi HacTo 6BiBa- eT Tpyi: LHo i: ioHecTvi no riiotievi, Hem KoHKpeTHo oHa 3aHvimaeTcn. OcHoBHovi Ll, eJ1bIO KoMnaHvivi CTaJ1O no3vii. i,vioHvi— poBaHvie ce69i B KaHecTBe nvi, ci, epa B o6nacTvi TexHonorvii? i vi nepBonpoxoi1Lia Ha pa3BviBaioLuvixc; i nnamiopmax. TBOPHECKAFI VILIEFI: Bb| CTpO| /ITb KOMMyHMKaLI, l/IIO KOM| 'laHMM, KOTODBFI 6y, i:ieT CTDOI/ ITCFI He Bokpyr ee npo, :i. yKi. i,vivi, a BOKpyI' vicKpeHHero yBneHeHvisa I/ lHHOBaLl, VI§IM| /I, Haykovi, vi3o— 6peTaTeJ'lbCTBOM. KPEATVIBHAFI VIJJESI: O<: HoBHoi7i nriou.1ai: LKoi7i aKTviBaLLvivi npo- eKTa #6SECONDSClENCE FAIR cTana nnaTc3opma Vine, Ha KOTODOM | '|OJ'| b30- BaTenvi pa3meu. iarivi porivikvi, viriniocTpvi— pyioLi. ivie KaKOe-Hl/16y]ZlI> davi3viHecKoe/ xvimviHecKoe 9iBneHvie vinvi OI‘| b|T. A TaK>Ke Tumblr, KOTODbII7i vicnonbsoeancsi KaK xa6 , iJ, nsi aKKyMyJ'| FILl, MI/ I KoHTeHTa @ General Electric What happens when you combine milk, food coloring and dish soap’? #howto #6secondscience Wine npoeKTa, vi Pinterest, r, i:1e Te >Ke OI’IbITb| 6Binvi npei: icTaBrieHBi B Bviizie noi. uaro— Bb| X vinriiocTpvipoBaHHBix I/ IHCTDyKLl, l/IM c Terom #DlY, KOTOpb| M TaK | '|O| '|y. "|FIpeH Ha : ->Tom cepBvice. B nocnei: icTBvivi KOH- TeHT obin onTvimvi3vipoBaH vi noizi TaKvie | '|J10|J. l.a, ELKl/ I, KaK Facebook vi YouTube. I‘Iomvimo KomnrieKcHoi7i coi. ivianbHoi7i cTpaTervivi, Li, ni'-i peKriamHoro ocBeLue- HI/ IFI npoeKTa 6Birivi I/ |C| '|OJ'| b3OBaHb| nno- U. l,E], El, KVI cai7iToB Buzzfeed vi Mashable. PE3YJ1bTATbI: — Eoriee 600 BviLieo—3KcnepvimeHToB cHsaTBix I‘|0J1b3OBaTeJ19IMM — l'lpvipocT B rpynne Facebook cocTa— Bviri 40 Tb| C.. I1I0[1eI7i — Tumblr-rariepen noriyHviria OKOJ'| O 7TI: |C. yH| /iKaJ'| bHb| X noceTviTenevi vi cpei: iHee BpeMFI Ha cTpaHvii_ie npoeKTa 6oribLue 2,5 mviHyT. — YouTube Bvi, u.eo oéaop KamnaHvivi coépari oonee 800 Tb| C. npocmoTpoB X3i. i.iTer #6SecondScience | /lCI'|0J1b3yeT- cn vi no cei7i D, eHb.
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  26. 26. Tlekompoe Bpemn Ha3an , EI, aBvin , EIpora, 0CHOBaTeI'| b areHT- cTBa Droga 5 vi nocTonHHBivi (I)! /iI’ypaHT o6no>KeK yBa>Ka— eMl: I>< 6vi3Hec—vi3naHvivi Kanviopa amepviKaHcKoro Forbes vi Smart Money, BbICKa3aII cnenyioLuyio Mb| CJ'| b. CoBpemeHHan peknama, no ero mHeHviio, B cBovix I‘IOI‘Ib| TKa>< , CIOCTy'-laTI: C$1 no i_IeneBovi aynviTopvivi cTaHoBviTcsi Hpe3mepHo HSBFIBHMBOM; nonB3oBeTenvi (vinvi 3pMTeI1M, vinvi HviTaTenvi) BocnpviHvimaioT ee KaK nomexy, BTop>KeHvie B cBoe nviHHoe npocTpaHcTBo, — , EIpora na>Ke ynoTpe6vin cnoBo «pollution», 3arpH3HeHvie. HTO5l: | B| :IpBaTbCF1 vi3 3Toi7i napanvirmbi, peknama non>KHa 5l: ITb KoHTeHTom — viHBimvi cnoeamvi, LIA non>KHa came Bl: I5MpaTb B3avimonei7icTBvie c peK! 'IaMHl: |M coo6uIeHviem: noTomy HTo 3T0 cBe>Ko, viHTepecHo, viHTpviryiou. Ie. 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K npvimepy, acviHxpoHHBie copeBHo— BaTel'1bHb| e 3J1eMeHTbI — TO ecrb, Korna nonB3oBaTenvi MI'Dl: I copeBHyioTcsi npyr c npyrom He onHoBpemeHHo, Ha onHom 3KpaHe, a B pa3Hoe Bpemsi, nocne Hero cpaBHviBaioT B Ta6nvi— LIe pekopnoe cBovi pe3yJ'| bTaTb| . 3T0 oHeHB MOLLIHBFJ mexaHviKa HemaTepvianBHoi7i moTviBaLivivi, Koropyio Mbl, Hanpvimep, MC- noniaayem B I’el71MMd)MKaLll/1M HR—npoLieccoB nnn Hai. uero Knvi— eHTa, KoMnaHvivi «TaTHeCbTB». F| pOTMBO| '|O}'|0>KHa$-I no CMb| CI'| y, Ho To>Ke I-)d)d3eKTl/ IBHaFl I/ IFDOBBFI mexaHviKa, y KOTODOM siBHo 6onbLuoe 6ynyu. i,ee — opraHvi3oBaHHBie COLLI/ |aJ1bHbIe B3avimo— nei7icTBvi9i, Korna nonB3oBaTenvi, Hanpvimep, BmecTe no Kvipnvi— Hviky cTponT BvipTyanBHBivi nom (vinvi, KcTaTvi, monenvipyer Ha npvicTaBKe | '0l'| b| c6opHoi7i, KaK B npv1BeneHHom Kevice). I/ I TaK nanee, vi Tomy nono6Hoe: npyrvie cbopmaTBi HeMaTeD| /la)'| bHb| X noou. IpeHvivi I'| OJ1b3OBaTeJ1Fl (cm. cTaTvicTviKy vi nocTvi>i<eHvin B cepevice Nike Fuel), content discovery (cm. BHyTpeHHioio 3KocvicTemy cepavica Xbox Live, KOTODEIM | '|0.l'| b3ylOTC9l ne- c; iTi<vi mvinnvioHoB HenoBeK), coi. i,vianvi3ai. i,visi JZU'| '}l nocTvi>KeHvii? i coBmecTHBix Lienevi — noTeHi. ivian virpoBBix mexaHvii< B pekname HevicHepnaem. B nonB3y 3TO| 'O, KcTaTvi, roBopviT HeCKOI'| bKO cbaKToB, KOTOpble B Poccvivi noHemy-To l'| p|/ lH9lTO He 3ameHaTB vinvi nponycKaTB Mvimo yuJei7i. G3aKT nepBbii7i: cpenHvii7i Bo3pacT i/ irpaioLLiero HenoBeKa B Mvipe cei7iHac — 30 neT, POCCI/ I91 He vicKnioHeHvie. EnaronapviTB 3a 3T0 Hano pacnpocTpaHeHvie cmapTd3oHoB vi Bceo6i. i.Iee yBneHeHvie coi. IvianBHBimvi cemmvi, rne virp B vi36BiTKe. CDaKT BTopoi7i: |'J106aJ1bHa9l V| |'pOBa9l I/ |H, EIyCTpl/ I91 KaK 6vi3Hec no cBoviM o6bemam (6onbLue 70 mvinnviapnoa non- napoB B 2014 rony) y>Ke 6onbLue, Hem cymmapHo I'onnviByn vi viHnycTpvi9i neranBHoi? i My3blK| /I. l'lo3Tomy eCTb cepBe3Hoe OLLIyLLleHV| e, HTo y virp vi peKJ'laMbl Bnepenvi 6onBuJoe vi cHacT- nviBoe COBMSCTHOE 6ynyu. Iee. 27
  27. 27. Kfl MEHT: Microsoft AFEHTCTBO: Wunderman Colombia, Y&R Colombia I’PAH—F| P|/ I VI 30)'| OTblE cast: TV, radio & infomercials (GOLD) 'l'lri2pegueHnun: 28 HAFPA, lZI, bI B HOMMHAUMHX: Direct — Direct response broad- 'IH_E MOST IMPORTANT CLASSIC —i - TVII Pil- RECREATED IN FIFA 14 r~i_iiii~ivi: Ts II‘ «I? T EPVIGJ: IFA xoTena paccKa3aTB LIeneBovi aynviTopvivi, HTo HOBa$l KOMI'| blOTep- Han virpa FIFA 14 Te| 'leDl: BKnioHaeT Konym6vii7icKyio nviry. TBOPI-IECKASI VIJJESI: 5131110 pei. ueHo, HTo nyHLue Bcero cnenaTB 3T0 Bo Bpemn Havioonee Ba>KHoro maTHa nvirvi, KoTopBii7i non- >KeH 6Bin CTaTb CaMblM npocmaTpvi— BaeMb| M co6BiTviem B TB vi viHTep- HeTe. l’naBHoe, HTo oHeHb 5OJ'| bLUa9I HacTi: . LieneBoi7i aynviTopvivi KOM| 'lblO- TepHBix virp FIFA cmoTpena 3Ty virp. KnioHeBoe coo6u_i, eHvie , EIOCTaBJ'1‘; I- J'| OCb He TOJ'IbKO 3c3cbeKTviBHo, Ho vi Heo6BiHHBim o6pa3om. KPEATVIBHOE PEUJEHVIE: Bo Bpemn TpaHcn; ii. Ivivi Havioonee Ba)KHb| )< MaTHeM Konym6vivicKoi7i nvirvi Havioonee ocTpBie MOMeHTbI | '0J'lb| obinvi 3aMeHeHb| B peanBHom BpemeHvi Fpa¢iv1KOl71 vi3 FIFA 14. I-leTi: .ipe revimepa I'| OBTOpFIJ'| l/I viHTe- pecHBie MOMeHTbl B virpe Ha XBOX. Bvineo npovirpBiBano<: B B KaHecTBe noBTopa KnioHeBi: ix momeHToB. Takvim o6pa3om, Bce Konym6vii? ii. i,Bi y3Hanvi, HTo B HOBOM FIFA 14 eCTb vi KOJ'| yM6Ml7ICKa9I nvira. PE3YJ1bTATbl: — Ha 22% yBeJ'IMHl/ IJ'lCFl noxon no cpaBHeHviio c l'| DOLUJ'IblM ronom — 3/HviTBiBan Ba>KHOCTb maTHa, ero npocmoTpeno 50}'| bLUl/ IHCTBO d3yT- 6OJ'lbHb| X 5OJ'IeJ'IbLLIl/ IKOB. — OcTanBHoe HaceneHvie CTpaHbl y3Hano o peKnamHoi3i KaMnaHvivi no3nHee M3 CM M, aKTviBHo o6cy>K— naBLuvix CO6b| Tl/ Ie.
  28. 28. rnaBa BK/ TTOWMTE CE30/-/ /-/ b/E /7_r. PJf. fl/70)i‘(E/ -/M57 «("5 . ii _,
  29. 29. I, D AHJZIPEM M 6 6 V o)KHo 3a bITb B3$7Tb C CO 014 Komnbiorep, IL I y LLI A K0 B Executive Creative Director, CIS K/7’O””- »qOKyMeHTb’1 »£IeHbr” V’ Y4“ TQM 50/799 — Geometry Global KOHTGI/ VIHQD C /7eKapCTBaMI/ I Ha , fleHb, HO HMKor, qa — M0614/7i= Hi: »/171. 30
  30. 30. GET WELL KIT B coBpemeHHom mvipe CaMb| M IZIGCDI/ lL. IVlTHblM nponyKTom FIBIIFIGTCFI BHviMaHvie. Ka>Knbivi . IZ| ,eHl: - Hy>KHO ycneTB cTonBKo Bcero, HTo na>Ke TaKvie Ba)KHb| e BOI'lp0Cbl, KaK co6cTBeHHoe 3,EIOpOBbe, OTXOJZLFIT Ha BTopoi7i nnaH. MHorna na>Ke cambie ODl'aHVI3OBaHHbIe l'| aLIMeHTb| npviHvimaioT npennvicaHHBie BpaHom neKapcTBa He no HeTKomy Fpacbl/ lKy, a «KaK I'|0J'ly‘-IV| TC‘; I>>. KaK pe3ynBTaT, 3T0 HeraTviBHo B111/I9IeT Ha CKOpOCTb vix Bb|3,D,0p0BJ1eH| /IFI, 3nopoBBe vi camoHyBcTBvie B uenom. Sanofi, KpynHei? iu. iasi rno6anbHasi cbapmaLieBTviHecKan KomnaHvin, BvinviT cBoio i. ienB B Tom, HTo6Bi cnenaTB >Kvi3Hb J'IIO, I1el7I 6onee Komd3opTHoi7i, a 3a6oTy o ceoem 3nopoBBe — MaKCMMa. I‘IbHO npocToi7i vi y, I1O6HOl7I. F1oHvima9i, HaCKOJ'| bKO Ba)KeH oTBeTcTBeHHBii7i npviem menviKameHToB, mapKeTonorvi Sanofi O5paT| /lJ'lV| Cb K KomaHne areHTcTBa Geometry Global nnn novicKa peLUeH| /191, KoTopoe nomorno 6Bi COBpeMeHHblM nai. i,vieHTam HeTKo cnenoBaTB Fpacbl/ IKy npviema neKapcTB HecmoTpn Ha 3aH9ITOCTb. KpeaTviBi-iaq KomaHna areHTcTBa B3nna 3a OCHOBy vinevi rnaBHBii7i cTpax coBpemeHHoro HenoBeKa — OCTaTI: :CFl 6e3 mo6vinBHoro TenecboHa. Mo>KHo 3a6b| Tb B3;iTB c cooovi KOM| 'lblOTep, KnioHvi, noKymeHTBi, neHBrvi vi y>K Tem 6onee — KoHTei7iHep c neKapcTBamvi Ha neHB, Ho HviKorna — mo6vinBHBii7i. M pas y>K Tened3oH Bcerna npvi ceoe, noHemy 6Bi He cnenaTB ero | ')1aBHb| M coio3HviKom B l'| paB1/lJ'| I:HOM npvieme menviKameHToB? Get Well Kit — 3T0 viHHoBaLi, vioHHas1 cvicTema opraHvi3ai. ivivi npviema neKapcTB, KOTODEJFI cocToviT vi3 nByx HacTevi: Hexna Ha Tened3oH, BbIl'lOJ'lHFllOU. l.e| 'O pOJ'lb KoHTeviHepa nnn menviKameHToB, vi npvino>Kei-ivisi, pa6oTaiou. i,ero B nape c Hexnom vi HanomviHaiou. iero, HTo Hy>KHo BOBpeM9l BblI'IVlTb Ta6neTKy. Flexon, vi3roToBneHHBii7i vi3 menviLi, viHcKoro nnacTviKa, cocToviT vi3 cemvi pa3Hoi. iBeTHbix Fl‘-IeeK, B Ka>Knyio vi3 KOTOpbIX npennaraeTcn l'l0MeCTV| Tb pa3HBie neKapcTBa. ,EI, anee B npvino>KeHvivi Heooxonvimo Ha3BaTb Ka>Knyio siHei7iKy, no6aBviB B Hee onvicaHvie cooTBeTcTByiou. Iero npenapaTa. |'| pvino>KeHvie | 'IO3BO. I1FleT HaCTDOVITb viHnviBvinyanBHyio cxemy neHeHvin: yKa3aTB KonviHecTBo npviemoB B neHB vi Ta6neToK 3a onviH npviem, I2U'| l/lTeJ'IbHOCTb Kypca neHeHvi9i, a TaK>Ke - npvi Heo6xonvimocTvi cBn3aTb npviem neKapcTB c nviTaHviem. Get Well Kit xpaHviT Bcio vicTopviio naLIvieHTa, vi ecnvi Bo3HviKHeT Heo6xonvimocTi: . noBTopHo npoi7iTvi Kypc neHeHvis'-i -— npvino>KeHvie camo 3anonHviT viHdpopmaLi, viio o npenapaTe. C | '|OM0|J. IblO Get Well Kit na>Ke cambivi 3aHFITbll7I naLi, vieHT He nponycTviT Hvi onHoro npviema menviKameHToB. Enaronapsi Sanofi vi Geometry Global 3a60TVITl: C9l 0 cBoem 3nopoBBe cTano He cno>KHee, Hem nonB3oBaTBcn TenecboHom! 31
  31. 31. si 32 KJTMEHT: Sano AFEF Geometry G Ogilvy Commonhealth, Russia BPOH3A M BHO MHA i—aventis group TCTBO: obal, Russia; JJOPTFIMCTBI J, MFl><: - Mobile — User Experience (BRO ZE) - Mobile — Interface & Navigation (SHOQTLIST) - Design — Online Digital Design (SHOQTLIST) - Design — Promotional Item (SHOQTLIST) - Mobile — Visual Design/ Aesthetic (SHOQTLIST) - Mobile — Services (SHORTLIST) Ea. ‘ . l§'~'l EPVIGJ: Bcem M3BeCTHb| opraHavi3epBi nnsi menviKameHToB — Cl'IeLIl/ laJ'IbHbIe KoHTei7iHepBi, pa3pa6oTaHHBie nnn XpaHeHl/ IFI e)Ke, lJ, HeBHOl7I no3Bi ne- KapcTB. B Hvix eCTb OTl1e)1eHl/ I91 nnn pa3Horo BpemeHvi cyToK. Opra- HaM3epbl co3naHBi , EU'| FI Toro, HTo6Bi npenoTBpai. iIaTB vinvi mviHvimvi3vipo— Ban: ou. ivi6Kvi B npvieme neKapcTB I'1aLIMeHTOM. Ho Bce Mbl nionvi, vi Ham cBovicTBeHHo 3a6bIBaTb. Ho B coBpemeHHom mvipe ecTi: . onHa BelJ. I,b, i<oTopyio nionvi 6os1Tcsi 3a6bITb 6onbLi. ie Bcero — cBovi co- ToBBii7i TenecboH. TBOPI-IECKASI VIIIESI: CO3I1aTb nponyKT, KoTopisii7i Obi nomoran nionnm 3a6oTviTB o cBoem 3nopoBBe vi He 3a6blBaTb npviHvi- MaTb Ta5J'IeTKM cTporo no pacni4ca— Hviio, KaK ero npennvicaHo BpaHom. TaK HTo6 bl ero mornvi onviHaKoBo MC| 'IO}'Ib3OBaTb a5conioTHo Bce, cév wm xiv 6ynB To mononbie cneLi, vianvicTBi, Hpe3BbiHai7iHo 3aH9iTBie pa6oToi7i, maTepvi, KOTODbIe nocB9iu. IaioT Bce cBoe Bpemn cembe, >KepTByio COOCTBeHHblMl/ I viHTepecamvi, TaK vi I'| O>Kl/ lJ'lbIe nionvi, KOTODbIe, K co- >KaneHviio, He B cocTo; iHvivi oTcne- )Kl/ |BaTb Bce cBovi npennvicaHHBie neKapcTBa. KPEATVIBHOE PELIJEHVIE: Get Well Kit — Hexon nnn iPhone, KoTopBii7i pa6oTaeT BmecTe c npvi- no>KeHviem. OH pa3pa6oTaH, HTo6Bi Ml/ IHI/ IMI/ l3l/ lpOBaTb oi. uvi6Kvi B npvie- me neKapcTB. Kopnyc vimeeT cemb ceKLivii7i, no-pa3Homy oKpaLueH- Hb| X. I'Iai_i, vieHT pa3meu. i,aeT pa3Hble Ta6neTKvi B Ka>K, EIOM ceKi. Lvivi, npvi eTom B npvino>KeHvivi B I/ iH¢)OpMaLl, |/ll/ I nnn Ka>Knoro pa3nena no6aBn; ieT onvicaHvie neKapcTB, HavimeHoBaHvie vi HacTpaviBaeT vix cyToHHyio no3y. FIpvino>KeHvie no3Bons1eT yCTaHOBl/ lTb KonviHecTBo | 'lOTpe5J1eHl/ I91 B , l1eHb,
  32. 32. nomeH; ii7iTe, noBTopviTe, HTo6Bi e>Ke- nHeBHo, Hepea neHB, pas B Henenio vinvi no HacTpaviBaemomy i. ua6no— Hy. OH npenynpenviT vix, Korna vim Hy)KHO l'| pMH§ITb Ta6neTKy vi yKa3aTB KonviHecTBo Ta6neToK Ha onviH npvi- em. Get Well Kit xpaHviT vicTopviio Bcex neKapcTB, KOT0pbIe npviHviman HenoBeK. I'Io3Tomy ecnvi emy cHoBa noHano6viTc9i npviHvimaTB Te >Ke me- nviKameHTBi, npvino>KeHvie 3anonHviT Bcio V| HC)0pMaLl, V|lO 3a Hero. PE3YJ1bTATbl: B npenBapviTenbHoi7i daase 3a- nycKa, 6e3 KaKvix—nvi6o I'| )1aTHbIX mapKeTviHroBBix ycvinvivi, KomnneKT Get Well Kit nonyHvin uJvipoKoe ocBeu. ieHvie B CMM. 3To npviBeno K 15’O0O nocei. i.IeHvii7i caviTa, 6onee 75‘OOO npocmoTpam Ol'lMCaHMFl nponyKTa, 1’8OO CKal-ll/ lBaHl/ IFIM npvino>KeHvis= i vi 6onee1’0OO npen- Bapl/ lTeJ'lbHb| X 3aKa3oB Hexna. Get Well Kit nocny>Kvin Bnox- HoBeHviem nnsi co3naHvisi HOBOM ynaKoBKvi nnn Ta6neToK, rne BCFI I/ IHCbODMaLIl/ IFI 0 neKapcTBe 3anpo— rpammvipoBaHa B cneLi, vianBHBivi QR-Kon, nerKo paCI‘lO3HaBaeMblM npvino>KeHviem. 33
  33. 33. YOU DETACH THE PROTECTOR STRIP wrru rrs BUILT IN LOCATOR KITMEHT: Nivea AFEHTCTBO: FCB Brasil FPAH-RPM M 30flOTI: lE l—lAI’PA, IZIbl B HOMMHAU, M$? l><: - Mobile — Integrated Mobile Campaign (GRAND PRIX) - Mobile — Activation by Location or Proximity (GOLD) E. i 34 BPMO: Brief OT KnvieHTa: LIenBio KamnaHvivi 6Bino 3aBoeBaTB HOBEIX noTpe6viTenei7i NIVEA SUN KIDS. KaMl'| aH| /IFI non>KHa 6Bina cnenan: aKi_ieHT Ha | 'J'| aBHOM xa- paKTepvicTviKe nponyKi. Ivivi: 3alJ. IMTe. B To >Ke Bpemn, NIVEA xoTena nponon- >KviTB cepviio | '|OJ'le3Hb| X npenno>KeHvivi, HaHaTyio c <<SoIarAd Charger». TBOPI-IECKAFI VILIESI: KaK ei. i.Ie 6onBi. ue 3au. iviTviTB neTevi? Mo>KHo nomoHB ponviTens'-im no3a6o— TMTbCFl o cBovix neTnx, KoTopBie moryT noTep9iTisc; i Ha I‘| I'|9I>Ke. KPEATVIBHOE PELLIEHVIE: Ebino co3naHo peKnamHoe npvino>Ke- Hvie «NIVEA PROTECTS». Ero nevi- cTBvie 6Bino | '|pMBFI3aHO K 6pacneTy, npvinaraiouiemycn K peKnamHomy nvicTy o6BiHHoro >KypHana. I'lpvino— >KeHvie onpenennno pacnono>KeHvie 6pacneTa, Korna OHO HaXOlZl, MJ'lOCb Ha pyKe y pe6eHKa. Bce HTo Hy>KHo 6Bino C, EI. eJ'laTl: — cKaHaTis npvino>KeHvie B App Store vinvi Google Play, aKTviBvi- pOBaTb 6pacneT, 3apervicTpvipoBaTBc9i vi BBi6paTB DEICCTOFIHMS, Ha KoTopoe pe6eHoK mo>KeT oTxonviTB OT ponviTe- nevi. Ecnvi paccTonHvie npeBBii_i_ianocB, npvino>KeHvie nonaeano cvirHan. Panap | 'l0I<a3b| Ba}'I npvi6nvi>KeHvie vinvi oTna— neHvie ponviTenei7i K pe6eHKy. PE3YI1bTATbl: AKi. Ivis1 cTana ynaHHBim Bvineo Kevicom, nonyHviBLuvim oTpa>KeHvie B 10 neHaT— HbIX CMM vi 40 oHnai7iH-vi3naHvinx — , IJ, a>Ke nocne oKoHHaHvi9i peKnamHoi? i KaMnaHvivi, ponviTenvi nponon>Kanvi | '|0J'| b3OBaTbCFl 6pacneTamvi vi npvino- >KeHviem — NIVEA SUN KIDS Bl‘| epBI: |e cTan nvinepom pBiHKa: pocT npona>K B Pvi- o—ne—>KaHevipo cocTaBvin 62% — 8 vi31O HenoBeK cKaHanvi npvino>Ke- Hvie, yBvineB peKnamy — l'IoTpe6viTenvi xoTenvi nonyHviTB O| OaCJ'| eTb| y>Ke vi BHe peKnamHovi KaMnaHvivi: B NIVEA nocTynano no HeCKOJ1bKO 3anpocoB B , lJ, eHb.
  34. 34. rnaBa flO5ABbTE /7EP‘i’M/ -/K)/ % I I ’ I I
  35. 35. C‘ Di B. AC II/ IFIWAI I. i ' ' . . ¥391l= I,cIs- imléxi 1191-‘-'l. %l_i'4r-IBM. -. -11.07 l. '!JVAI= I,¢I; WIA'i L I ; IiLr_>ri~. ' = l««c1gl5I. '4I,0J'l= l!d: / c . '(OI: l.’fi¢l$'l: lé1IA'4/ fleypxaxelfll, : i,= iIl'L. ;Iaipx= u«o1 : «or: o1,u1aIJ'/ _,v/ grarpxotw EIQIHW Mort ; :,: :1’gvAo1n: ,;. . ;;= :s': :t; :, !13lIel_= i=l. ’, /-g, uu: =nmI, . I_I'rn. -new ' zmoriojpxctrdi EIEIIIQIAVIHIEEIIICISI _3fd9‘IA‘7,l ! K.= l='i'lL'I. ’f£IA'4_£_. Z16
  36. 36. Bacvinvin $3ILi. IyKa eCTb cBovi KaHan Ha YouTube, Ha KOTODBIM OH BBiKnanBiBaeT CO3,I2IaHHl>Ie vim Bvineoponi/ iKvi. Mbl He mornvi npoi? iTvi mvimo Takovi Bo3mo>KHocTvi vi nonpocvinvi ero 3anvicaTB acce B Bvineod3opmaTe. 37
  37. 37. LIVE TEST SERIES lN— TEGRATED§ CAMPAlGN§ si 38 KJTMEHT: Volvo Trucks AFEHTCTBO: Forsman & Bodenfors, Sweden l'PAH-l‘| PM M 3OJ'lOTblE l—lAI’PA, IZIbl B HOMMHAU, M9I><: - Cyber — Integrated MuIti—P| atform Campaign (GOLD) - Titanium and Integrated — Integrated Shortlist (GOLD) EPWD: KaK 3aCTaBMTb nionevi no Bcemy mvipy pa3roBapviBaTB o rpy3oBviKax? Bea 6onBi. uoro 6ion>KeTa : ->Ta npoonema cTana Bbl3OBOM nnn Volvo Trucks, Korna KomnaHvi9i BI: |l'| yCT| /l. l1a 5 HOBb| X monenevi B TeHeHvie 12 MeC§lLl, eB. TBOPI-IECKAH MLIESI: Pa3nviHHBie noKynaTenvi o6BiHHo viu. iyT viHq)opmai. iviio cpenvi Konner vi npy3ei? i. C-)To vi cTano ocHoBoi7i cTpaTervivi «Go wide, but hit tight». Bblfl npvinymaH nenbivi Ha60p peu. ieHvii7i, BonnoTviB KOTOpb| e, MO)KHO 6Bino nponemoH— cTpvipoBaTB He06bIHHbIe Bo3mo>KHocTvi rpy3oBviKoB Volvo. KPEATVIBHOE PEIJJEHVIE: , EI, J1FI KaMnaHvivi 6bina co3naHa uenan K0}'| J1eKLl, l/I9-I Bvineo («Volvo Trucks Live Tests»), KOTOpble nemoHcTpvipoBanvi Bo3mo>KHocTvi rpy3oBviKoB. Ka>Knoe vi3 Bvineo KpaviHe aKTyaJ'1bHO nns: ocHoB- Hoi7i LieneBoi7i aynviTopvivi, Ho TaK>Ke vi nocTaToHHo 3penviu. IHo nnsi Luvipo— Kovi ay, I:l. l/ITOpl/ Il/ L TeCTOBb| e Bvineo Ha YouTube conpoBo>KnanvicB rny6viHHBi- mvi I/ IHTepBblO c I/ lH)KeHeDaMM. B onHom vi3 ponviKoB vi3BecTHBivi aKTep >KaH—Knon BaH Jllamm noKa3an cBovi 3HameHviTBii? i LunaraT Ha nBvi>Kyu. i,vixcn napannenBHo rpy3oBviKax. PE3YJ1bTATbl: -100 mnH. npocmoTpoB Ha YouTube — MHo>KecTBo naponvivi, no6aBviBi_uvix eu. i,e 50 mnH. npocmoTpoB — KonviHecTBo nonnvicHviKoB Ha YouTube yBenviHi/ inocb c 3’5OO no 87‘OOO — KonviHecTBo <<naMKOB)> Ha Facebook Bospocno c 16'0OO no 295’OOO — Eonee 20’OOO yI'IOMMHaHl/1171 B CMM )Zl, oxon OT KaMnaHvivi cocTaBvin €126 mnH. — 1/3 (24—39%) OT npocmoTpeBuJvix Bvineo nvioo o6paTvinvicb K nvinepy, nvi6o 3aLunvi Ha CaMT volvo. com, HTo6Bi nonyHviTB 5OJ1bLUe viHcbopmaLi, vivi — 45% pecnoHneHToB paccmaTpviBaioT Volvo Truck KaK cBoio noKyni<y B onvi- )Kal71LIJeM 6ynyiou. iem.
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  39. 39. ‘C 3) E_rIE: HA Ii L__iI L| vIB. vi. §i<i~B. A . . fitaxilai u, axc1,'oii, -r. :n, m;: / -:1,-1_'u= .i= i mrar‘-tejgr gr. -M : fiI, !(Oi Il, =], 'Cl€'lI, _01Oll, '¢Pq'lL'4IA'4IfiI, 'O1llifilléi II'plO1Hl, 'OI'q‘I-‘IIUIEIOI Elmipxem ' Ixo-«uI| pmx= |nimiL: x=xu1:(q)w/ IIllq‘l'-'II| ,IXI); El= lllKI, (, MISC ‘Eli! -1-‘mi ¢:1=i, =r, =)m: .-ro» , u:r: r:I; ::m. =i uumi 5lEl, 'Oli’_‘, Vl-TIlIé1.‘. 'I913I mi d¢l]_l_(= ll§« cimI. 'oiiwmI: |v/ 'l: (u. 'oi g[E'fSl! I’l'IA'4IOlHl_5v . _1_(u: / : reupr= li1m:1=: :5:i AI. ’
  40. 40. WI: -‘II u| Iwo| :(: n|mlo| :., Ill) name a K: xi noxon: :r: II_pr= vz -, ‘§1;oi= .I: m «= Lv/ moi ~r= IIr mkalq, =i , '-'l= I _: (=| ‘mlc1;1i. . A I'pr, :I= >—-I| ',o‘)mI, gxoiioiagga y; am. n.»~. . Ilpimisauan: uni 2r= xon: m, :1 mi «alum a: .iuni : K=lm: lo)Iei I_Iro): dm| pio); !:I= n.i. min gmauuoi llO)| |:ol’o1m ‘m(= Iilcr= ,i «>'Al= .1:It'- oir"i| vn-um. um; mm «oxI_I‘(oiloiio)io» , uI_n= ui A‘1;nI| 'gr= u|m| 'flo1:(o). m|v/ ‘GAVWIVAHI _ Imni. K I you I| m'r= I=IraIimi uolxtalu _Ir= |nroxq: i mine» in ; i = rom| m|= raI; |m| mi ‘i-‘-lo»-gunlmi Illaojglolfihllér 5>'IlI); OXIl= |V/ "I§IK1Il= ~Cl[9)){{EI§1l= |.. g_! ll: | Plolqlylnllil = lom=1:u: .:i (elm. Ialmwnalpr -1| mi = r=I| px= lAlm| !qmm ram . ll{IIaol; I‘g, mi pr=1oII_IIm| ,o)mII; - ; n=I= |m| !|_: ai o(oI‘eYeIl; EIO, Xdl| plnHIlIl: L, ‘lei m(e): £1'. 'rei , VAElh| ;L= II: -»JJIKQILVAKIIEEIG) Erin» q; |m| =i mlswnlsmnmzi ex “xelxelmi lam _fim1=I= l=l_g, .-1:1 mi quI_I| mrani 1(= IAVl«o)g(, oi ‘mom realm, a= |=1A| 'AI_II= m:o= mr= II_I| m|= |v/ || px= I;1pr: IImn| mi so «6)IIuI= l:(o)Ioi Iltl gvpzgu» 'Io)5fil'9lIIutall Elmiruoi -. -raiioxcuralmsai pr: I_= :=xo); ;uI gum -. -nmi xx _i): I=| :_(o)maII= Imi _= |mi mt a-= |:m, :(oIin1‘9); :|7)i mi «Ir | smr: l=Ir'1=m: »;, mi IKfl_Il3!I! lUlfll‘ ; omv; -:| :v/ G! A'/ ‘IVII ‘l, IYq‘l= SI'il{1!lEI'Kl = r.i ur-); m,=1,c): :1:v/ .l ; L:; mn: (=| =Imr: i IEKOIIOI C 1mn: v/ -. (=uII 51=I= |r(omraII= ‘Elm aisle-<, ¢raI i. K: { ma 1 mi (lr‘, VllI: K€lI)> mi: -ix-Jueimi — mlmlpxei — snowed: oialli =1 _| mno1,o)mr= lVii ‘«'ln>—oI ; L=IAVxou| ;«i= I:| :xoi mi CAEIIEIIIEI ; i AWE’ a= i=i: (=. . O)I| ‘,‘I'-‘(Oi ‘g1I'm‘i ; m|| pxoxo uoxznmi gulexi ojplml mm Eli}-C]'_! |=[O)L'Al: KlEiIK9‘UO>« I| pnxeIIoi ml {1'pl= .l! lflI: 1, : i ll iii | |p1o)pI; r_ IKGIQIGII| plI)IQYiIWIL‘2IE| QlI); fiIIé _oii= mII‘. x'. -more mmmi ; !m| ,-nvnnl. -| m|: om| m|= wiI= |v; :-, i u: I=_x: Im| .mmoxqu-, ,.; us: i IleI| pl= li1mIl= ll| :L El HD2155 j. , All
  41. 41. 'I/ lrizpeguennun: 42 KJTMEHT: ANZ AFEHTCTBO: WhybinTBWA Group, Melbourne FPAH—FlPM M 30l'lOTblE HAFPALLEI B HOMMHAlJ, MFl><: Outdoor ~ Special Build (GRAND PRIX) EPVIO: BaHK ABcTpanvivi ANZ c 2007 rona nonnep>KviBaeT rei? i—dJecTviBanb Sydney Gay and Lesbian Mardi Grass vi pac- npocTpaHeHvie vinevi paBeHcTBa. B 3TOM rony 6bIJ'la nocTaBneHa 3anaHa cnenaTB TaK, HTo6bi nionvi Ha ynviuax CvinHen 3axoTenvi B3avimonei7icTBoBaTB c 6aHKom, nomoran pacnpocTpaHnTB ocHoBHoe coo6u_IeHvie OT ANZ o pa3- Hoo6pa3vivi vi viHTerpai_Ivivi. TBOP'-IECKASI VILIEFI: KOMI1aHM9l peu. ivina npvinymarb cno- coo Toro, KaK cnenaTB vicnonB3oBaHvie 6aHKomaTa Havioonee ecTecTBeHHBim vi B To>Ke Bpemn 0Tpa3MTb cKa3oHHBii? i, npa3nHviHHbii7i nyx Sydney Gay and Lesbian Mardi Gras. KPEATI/ IBHOE PELUEHI/ IE: HeCKOJ'lbKO XyIZIO>KH| /IKOB coananvi LII/ i3aMH 6aHKomaToB, yKpaLlJeHHb| )< 0CO5b| M cnocooom - cTpa3amvi, 6necT- Kamvi, L| J|'lMJ'| bKaMl/ I, FIDKVIMM vinniocTpa- Livinmvi, npencTaBnniou. ivimvi I/ IHTepeCb| E GAYTM , , , ;_. .., . . .;; ... ,:: ,i I L COO6U. IeCTB nionevi c HeTpanvii. ivioHHoi7i opvieHTai_Iviei7i. 3KpaHBi C| '|eLIl/ |aJ'| bHb| X ANZ GAYTMS To>Ke Bbinensinvicb CBOSM HeopnviHapHocTBio: c nocnaHi/ inmvi Bpone «I‘lpviBeT, KpacaBHviK» vi <<CHvimvi , El. eHbFl/ I vi oynb ropn». L‘Ie| »<| /I >Ke 6b| I1l/ I yKpaLueHBi panyrovi c o6opoTHovi cTo- p0Hb| . Eonee Toro, B nepvion c 22 mee- pann no 5 MapTa, nnaTa, Bsbimaeman 3a nonB3oBaHvie aBTomaTom KnvieHTamvi npyrvix 6aHKoB, nepeHvicnnnacB B He- KommepHecKvii7i d3oHn «Twenty1O », Ko- TODbIl7| pa6oTaeT c MOITOJZIBIMI/ I J'| lOlZl, bMM, nomorasi vim pacKpBiTB cBovi TaI1aHTb| . PE3YI1bTATbl: — Eonee 62 mnH. menvianoKa3oB — ISpeHnvipoBaHHbie cI)oTo 6aHKomaToB pacnpocTpaHvinvicb no 70 cTpaHam. — PenopTa>Kvi Ha oonee, Hem 100 6no— rax vi viHTepHeT—vi3naHvisix. —l'| yTb TypvicTviHecKvix aBTo6ycoB ObIJ'| vi3meHeH — Tenepb oHvi O5Sl3aTeJ'IbHO npoe3>Kanvi B Tex mecTax, rne cronnvi 5aHKOMaTb| ANZ.
  42. 42. rnaBa SHARED LU/ VC/ -/ BOCTPEEOBAH 4 V ‘J! /‘ / f C H , // C ' C / E) (3 —-
  43. 43. “‘¢95"“'5“P“ MAPKO (4 KPEMOHA Executive Creative Director, Y&R y Hac 9CTb Lie/ Tan non6o, oKa oqbwuvianbi-ibix OTBQTOB OT D83/71/I‘~IHbIX 0,0I'aHl/ I3aL[l/ IVT, KOTOpbIe roeopvinvi «HeT». Mb] O6,0aLL(a. /7!/ ICb B Hay‘-IHb/ e VIHCTMT)/ Tbl M I70./7y‘~I<':7./7/4 H8_)/ ‘~lHO <3pI'yMeHTMpOBaHHbIe OTK<': ?3bl. HSKOHGLI, O, flMH l4H)KeHep CO! "/7aCM/7CFI CO3,flaTb A HE‘ P E '7' OI7blTHblV7 o6pa3eLi. Fl A BJ'| O B Client Service Director, Y&R 44
  44. 44. 1Ipe>Kne Bcero, y KaHHcKoi7i l'lO6e, I:Ibl HeT roToBoro pei_ienTa, HeT ceKpeToB vinvi anropviTma. Ka)KJJ, b|M Kevic yHviKaneH (no KpaMHeM mepe non>KeH 6b| Tb, ecnvi OH paccHviTi. ~.iBaeT Ha no6eny). Makcvimym, Hem Mbl mo>Kem 6l>| Tb | '|OJ'| e3Hl>I — 3T0 nonenviTBcn HaLuvim 0I'lb| TOM, nonHac BeCbMa | 'OpbKl/1M. Peanvisauvin nono6Hbix npoeKToB - 3T0 HenpepBiBHa9i Hepena npoonem c penKvimvi npooneckamvi HeBeponTHBix ynaH. l'lpvinymaB vineio, Bbl cnenanvi onviH—enviHcTBeH— HBii? i i_ua>KoK nonroro nyTvi. Ho ecnvi BepviTB B cBoio vineio nocTaToHHo cvinBHo, Bbl cmo>KeTe npoviTvi 3TOT | 'lyTb no KoHi. Ia. Eonee Toro, Bam Heooxonvimo 3apa3viTB vi npyrvix, mHorvix npyrvix cBoei7i Bepovi. |'| oTomy HTo oHeHB HacTo Bbl 6yneTe CJ'1b| UJaTb B oTBeT <<3TO HeBo3mo>KHo». HeBo3mo>KHo. Henban. He nonyHviTcn. 3To nepBoe, HTo Mbl CJ'| l:lLUi3J'lM, o6pai_i_IancB B npovi3BoncTBeHHBie KomnaHvivi c vineevi Kaoenn, KoTopBii7i no3BonneT 3apn>KaTB onviH Tene- cboH oT npyroro. Mnen 6Bina npvi3BaHa npviBneHB BHvima— Hvie K npooneme noHopcTBa KpoBvi B A3ep6ai? in>KaHe , EIJ'| FI HaLuero Knvie-HTa Nar Mobile. AHaI'| O|'| /IFI Oblfla npocTa: KaK cmapTqboHam nocTo9iHHo Hy>KHa 3HeprviH, 6OJ'lbHb| M Tsi- >Kenovi 6one3HBio Tanaccemvievi nocTosiHHo Hy)KHa KpoBB. Korna KnvieHT nponBvin COLII/ |aJ'| bHylO viHvii. IviaTviBy, a Mbl npvii_unvi c vineevi Kaoenn-noHopa, |'| OTeHLIl/ laJ'| npo- eKTa Oblrl Bcem oHeBvineH. Bcem, Kpome nionevi, KOTOpb| e , EIOI'| )KHbl Oblnl/ I npovi3BecTvi : ->Tvi Ka6envi. Y Hac eCTb nenan non6opKa Ocbl/1Ll, MaI'| bHb| >( oTBeToB OT pa3nviHHBix opraHvi3ai. i,vivi, KOTOpb| e roBopvinvi «HeT». Mbl 06paLLIaII| /ICI: B HayHHBie I/ IHCTI/ ITyTb| vi nonyHanvi HayHHo aprymeHTvipoBaHHbie OTKa3b| . HaKoHeLI, onviH I/ iH>KeHep cornacvincn co3naTB onBiTHBivi o6pa3ei_I. I‘lpaBna, OT pa- 6oTbi c iPhone | '|pl/ lLUJ'| OCb oTKa3aTBc9i cpa3y: BBincHvinocB, HTo KOHCTpyl»<Lll/ IFI B npviHi_Ivine He no3Bons: eT TexHviKe Apple oTnaBaTB : ->Heprviio. 3aTo | '|O3BOJ'IFleT Android. l'Iep— Bisivi npoToTvin Bb| |'I19lI2l, e}'I BeCbMa HeKa3vicTo, HO. .. 3aTo oH pa6oTan! Pa3pa6aTbiBa9i nvi3aviH Ka6en9i, Mbl paccy>Knanvi: HTo 6yneT yno6Ho Hocvin. c cooovi vi He Tepnn. Ha nHe cymoHKvi vinvi pioK3aKa? J'lerKvii? i vi naKoHviHHBii7i 6pacneT. Bnepenvi Hac >Knan cambivi npo6nemaTviHHBii7i vi HepBo3HBivi momeHT, a viMeHHo maccoBoe npovi3BoncTBo no vimeio- Luemycn oopaauy. KviTavicKvie nonpnnHviKvi nponycTvinvi Bce cpoKvi, yLunvi oTmeHaTB cBoi7i KviTai7icKvii7i HOBbIM ron vi 4'5» nepecTanvi OTBe'-laTb Ha : -iBoHKvi. Tem BpemeHem, y>Ke Oblflo co3naHo npvino>KeHvie, no: -iBoni= iiou_Iee HEIMTM noonvi3ocTvi TenecboH—noHop. 3/>Ke 6Bino nonroToBneHa nviap—Kamna— HI/ I91 c yHacTviem a3ep6avin>KaHcKvix cene6pviTvi vi mviHvi- cTpa 3npaBooxpaHeHvisi. Co3naH cai7iT, rpynna B FB. ,EIni; i cTapTa ocTaBanacB caman Ma)'1OCTbI cnenaTB Ka6envi. HeBeponTHBim Be3eHviem Ham ynanoci: HaviTvi B Poccvivi KoMnaHvivi, onHa vi3 KoTopBix cnanna npoBona, a npyran npovi3Bena vi3 Hvix opacneTBi. B viTore Mbl ocTa— nvicb noBonBHBi pe3ynBTaTom, XOTFI vi3HaHanBHan 3anymKa Oblfla eu_Ie viHTepecHee. Ha KOHLIa>< 6pacneTa nnaHvipo— Banvicb marHviTHBie 3ai. i.i, enKv1(KaK Ha MacBook), HTO6l>l nyHLue nep>KaTbcn Ha pyKe. KpacHyio nonocKy Ml: |[2lyMaJ1l/ I cneiian: cBeTonvionHovi, HTo6Bi noncBeTKa BKnioHanacB B npouecce noHopcKoi7i 3apsinKvi. Ho npovi3BecTvi HTo-To HoBoe B npviHi_Ivine oHeHB cno>KHo. <DvipmBi, pa6oTaiou. ivie c cyBeHvipKoi7i, na vi mHorvie npyrvie, npocTo He | 'OTOBb| OTXO, EIMTb oT I‘lpMBbNHbIX cxem vi : -ianaH npovi3BoncTBa. CDn3i. uKvi vinvi Kpy>KKvi | 'lepCOHaJ'| bHb| e — no>KanyvicTa, a war B cTopoHy BI>|3I>| BaeT naHviKy. 3aTo eCTb HTo BCFIOMHI/1Tb. Tamo>KHio, KoTopan 3anep>Kana nocBinKy c Hvimvi Ha a3ep6al7|, l1)KaHCKOl7| rpaHviu, e. , IJ, onryio HOHI: B areHTcTBe, Korna Mbl nviHHo TecTvipoBanvi BCIO naprviio Kaoenevi. Takyio OTBeTCTBeHHOCTb Mbl He mornvi , EIOBepMTl: HMKOMy, na vi Boo6u_ie | 'IpMXO, IJ, l/| J'| OCb Bo Bcem D8361/IpaTbCFl camvim. C onHoi? i CTOpOHb| :->To TFI>KeJ10, c npyrovi HeBepOFlTHO viHTepecHo. HaLua vinen DO/2I, MI1aCb Ha CTI>lKe mo6vinisHBix TexHonorvivi, nvin>KviTana vi npomnvi— 3aMHa, vi B Ka>Knoi3i vi3 O6J'| aCTeM Mbl y3Hanvi mHoro HoBoro vi Ba>KHoro nnsz C]1e[Z1ylOU. Il/ IX npoeKToB. Pe3oHaHc, KoTopi= ivi npovi3Ben npoeKT, cTovin Bcex 3aTpa- HeHHBix ycvinvivi. EecnnaTHBie ny6nviKai_Ivivi, yBenviHeHvie noHopcTBa KpoBvi B 3,5 pa3a, nonynnpHBie | 'py| '|| '|b| B COLICeTFl><. HaKoHei_I, Cepe6pFlHb| l7| J'leB vi HeTbipe LuopT—nvicTa. B| '|eDBble a3ep6ai7in>KaHcKvii? i 6peHn peanvi3o— Ban cTonB macLuTa6HBivi npoeKT vi 3aBoeBan me>KnyHapon- Hyio peKnamHyio Harpany. Pa3ymeeTcsi, 3T0 cpa3y BBiBonviT ero Ha HOBBIM ypoBeHB, B TOM Hvicne vi B peu. ieHvivi 6vi3Hec-3anaH. Boo6u. ie, q3ecTvi- Banvi vi Ba>KHOCTb yHacTvi; i B Hvix 3T0 6ecKoHeHHBii7i cnop B peKnamHovi viHnycTpvivi, Ho HauJe mHeHvie oHeHB npo- cToe. J'lyHu_ie cnenaTB HTo-To, Hem He <: nenaTB. 45
  45. 45. UFE— SAVING CABLE ti JTMEHT: AR Mobile (Azerfon) AFEHTCTBO: Young & Rubicam Moscow, Russia CEPEBPO M L| _|OPTflMCTI: l 3 HOMMHAUMFIX: - Mobile — User Experience (SILVER) - nnovation — Innovation Lions (SHORTLIST) - Dromo And Activation — Public —Iealth & Safety & Public Aware- ness Messages (SHORTLIST) - 3R - Corporate Responsibility (SHORTLIST) 46 DONATE CHARGE TO SAVE A PHONE DONATE BLOOD E _ To SAVE A LIFE BPVIGJ: Ka)K, IJ, b|M ron B A3ep6ai? in>KaHe pO)KlJ, aeTCFl 6onee 500 6onbHbix Tanaccemvievi. Bonbu. ie, Hem B nio- 6oi7i npyrovi cTpaHe mvipa. EonbHbim, npevimyu. IecTBeHHo nemm, Tpe6y- ioTc; i peryn9ipHbie nepenviBaHvi9i no- HODCKOM KpoBvi — oKono 30 nviTpoB B mec; ii. i,. yBbI, noHopoB oonee Hem HenocTaToHHo. Flpvi noTpe6HocTvi B166 TbicnH noHopoB, C, I2l. al0I. I.ll/ IX KpoBb, J'IIO. EIel71 B cTpaHe meHee 66 TBICFIH. NAR Mobile, TpeTvii7i no BenviHviHe mo6vinbHbii7i onepaTop A3ep6ai7in>KaHa, pei. i.ivin nomoHb peLuviTb 3Ty npoonemy. TBOPHECKASI VIAEH: KomaHna nbiTanacb HBMTM TaKOe pei. ueHvie, KoTopoe obi noHocvino no nionevi npocToTy vi Ba>KHocTb noHopcTBa vi B TO >Ke BpeMFl co3- naBano ocBenomneHHocTb o cyuJ, e- cTByiou. iei7i npooneme. KPEATMBHOE PELLIEHME: I-lTo6bi npviBneHb BHviMaHvie K Heo6xonvimocTvi , Cl, eI1l/ lTbC9I KpoBbio 6bin, pa3pa6oTanvi vi 3anaTeHToBanvi viHHoBai_ivioHHbii7i Kaoenb-6pacneT, KoTopbii7i no3BonsieT 3apsi>KaTb onviH Tenec3oH OT npyroro. OH BbinaBan— cn B nonapoK Bcem, KTo noKynan Tenec, :ioH Ha nnaTd3opme Android B mara3viHax NAR Mobile. HviKaKvix nononHviTenbHbix nporpamm. ,EI, n9i sapsinkvi cmapTd3oHa nocTaToHHo npocTo coenviHviTb ero c npyrvim cmapTd: >oHom c nomou. ibio Kaoenn. M 3apsi>KaTb TaK mo>KHo J'llO6Ol7l Te- ned)oH c Micro USB Bxonom. PE3Yl1bTATbI: O pa3pa6oTKe 3aroBopvinvi no Bce-I71 cTpaHe vi 3a ee npenenamvi. CTpa— HviHKa npoeKTa B Facebook cTana B 10 pa3 nonynnpHee cyu. iecTByiou. i,vix CTpaHl/ ILI OCDI/ iLl, V|aJ1bHb| X cboHnoB vi op- raHvi3ai. ivii7i no oopboe c Tanaccemvievi.
  46. 46. (6) DONATE CHARGE TO SAVE Mo6vinbHoe npvino>KeHvie cTano cambim I'lOl'| yJ'IQpHb| M npvino>KeHviem nnn noHopoB KpoBvi B cTpaHe. PeKnamHa; i KamnaHvi; i oxBaTvina 10% HaCe}'IeHl/ IFI A3ep6ai7in>KaHa, a KnvieHTy npviu. inocb noo6eu. iaTb aynviTopvivi nponnviTb npoeKT. M HTo camoe rnaBHoe — KonviHecTBo c06i/ ipaemovi noHopcKoi7i KpoBvi 6bIJ'IO yBenviHeHo Ha 335%. 47
  47. 47. IVIILKA LAST SOUARE KJTMEHT: Mondelez International AFEHTCTBO: Buzzman, France l'PAH-I"| PM M 3OJ'lOTblE Product & Service. Fast Moving Consumer Goods 'I/ lrizpegueiinwiz 48 HAFPA, El, bl B HOMMHA| J,M9l><: . »' 'g"rii/ [allay EPVIGJ: HeCMOTpFI Ha TO, HTo Tpanvii. i,vioHHan i_IeneBas1 ay, El, l/ITODMFI KoMnaHvivi Milka — 3T0 cembvi vi neTvi, 3Ta KaMnaHvivi Kacanacb Bcex: OT nio6viTenevi Luo- Konana no Tex, KTO xoHeT Bbipa3viTb CBOIO nio6oBb K 6nvi3Kvim J'IlOJ: I9~IM. TBOPI-IECKASI VIJJESI: I'IpviBbiHHbivi Bvin i. i.ioKonana, CyLLIe- cTBoBaBu. ivii7i 111neT, 6bin vi3meHeH: vi3 Ka>Knoi7i nnviTKvi npovi3BonviTenvi pei. i.ivinvi 3a6paTb no onHomy «nocnenHemy» KycoHKy. KPEATVIBHOE PEUJEHVIE: Milka peLuvina npoBepviTb He>KHocTb nionevi K cBovim 6nvi3Kvim (cnoraH 3ByHan «Ocmenbcn 6biTb He>KHbim»), nviLuviB vix nocnenHero KycoHKa. Milka «3a6pana» nocnenHvii7i Kyco- HeK Li. ioKonana vi3 6onee 10 mnH. nnviToK. l'IoTpe6viTenvi mornvi Bep- HyTb ero Ha3an vinvi oTnpaBviTb Ko- my-To. ,lII, rin 3T0|'O Hy>KHo 6bIJ1O noce- TviTb cai7iT www. LeDernierCarre. fr vi BbiopaTb, KaK nocTynviTb c nocnenHvim KycoHKom. Ecnvi oHvi xoTenvi nonapviTb ero, TO oHvi mornvi oTnpaBviTb nepco— HanbHoe coo6i. i.ieHvie, B KoTopom vi xpaHvincsi 3aBeTHbivi KycoHeK. PE3Yl1bTATbl: — 500 TblC. Bvi3viToB Ha cai7iT co cpenHei7i nponon>KviTenbHocTbio 2 mviH. 15 ceK. — 700 cTaTei7i o «nocnenHem Ky- coHKe Milka» B CMM B117 cTpaHax c l'|0TeHLLVIaJ'IbHbIM oxBaTom 70 mnH. HenoBeK — 220 Tbic. oTnpaBneHHbix KycoHKoB — l'| pvi6binb cocTaBvina € 1,3 MnH.
  48. 48. rnaBa onA BAMTE / "O / DHHMM
  49. 49. if 3 BMKTOPMFI IL_i FIPOCTSTKOBA MHeHvieM o6LLiecTBa — TaK /7erKo MaHl/ II'lyJ7l/ IpOBaTb. M Fl . /7MLUb CMQIO Me’-ITaTb, , EIvipeKTop oTnena MEC Access / y| 'lDaBJ'|9-Il0|J. l.| /I171 napTHep MEC Russia ‘-ITO5b/ BCG MaHMI7_V. /THLIMM B TaKOM MaCLLITa6e - TaM. /7M B ce6e TaKOM )Ke 6/7aroponHb/ M“ noBo, q. 50
  50. 50. BENTLEY BURIAL 3T0 movi cambivi nio6vimei7iLuvii7i Kel7IC 3TOI'O rona. Korna n Bl'1eDBble ero yBvinena, oH meHn oLuenomvin cBoevi cmenocTbio vi npoBoKaLivioHHocTbio — BbiBepHyTb Havi3HaHKy xynLuee B nionnx vi mace- menvia vi npeBpaTviTb momeHTanbHo B nyHuJee, He | 'l0TepFIB oxBaTa. M3BeHHa9i 6opb6a noopa vi 3na co BpemeH Bvionevickoro Anama vi EBbl. TemHan vi CBeTnan cTopoHa human nature. .. M Benb Ka>Knbivi, npo>Kvin 3TM nBa cocTo9iHvie na>Ke Bo Bpemn KopoTKoro npocmoTpa camoro Bvineo 3TOF0 Kevica! CHaHana - Bo3myLi. i,eHvie — HTo 3a q3pviK, na eu. i,e 60|'aTb| l7|, coLueni_i. ivii7i c yma. .. Bvinvimo npoonem y Hero B >Kvi3Hvi 6onbLue HeT, KaK noxopoHviTb cBoi? i HanoeBLuvii7i Bentley. 3/3Hanvi ceon? A Benb cbpvikvi Bo Bce BpemeHa npviBneKanvi BHviMaHvie nionevi. Luoy yponi. ieB, Hem cTpai. uHee — Tem viHTepecHee. M BOT Mbl y>Ke He mo>Kem rna3 oTopBaTb. Mnvi ocy>KneHvie OOFaHeM vi 6e3nenbHviKoB. Hac To HviKTo He 3HaeT, a ero 3HaioT Bce. . l'lo3Tomy ocynviTb npyroro — camoe nioovimoe 3aHHTvie. O xopoLuv1x HOBOCTQX coBpemeHHbie CMM vi TeneBvineHvie roBopviTb He FIIOOFIT. KoHeHHo >Ke, Benb peviTviHra 3T0 He nacT) 3aTo cambie cKaHnanbHbie vi nviKaHTHbie HoBocTvi 6ynyT noKa3biBaTb c ynoBonbcTBviem. Ha 3Toi3i TemHoi7i xapaKTepvicTviKe I-lenoBeHecTBa nocTpoeH npvi6binbHbii7i vi ycneLuHbivi 6vi3Hec CMM. Mbi 3Haem, HTo 3HaHviT pei7iTviHr. M HTo ero npviBneKaeT — To>Ke noHvimaem. Hy TaK BOT, B KynbmviHaLivioHHbii7i momeHT ponviKa (KaK vi Toro camoro / ILHFI | '|oxopoH) — Bbl I/ I3yMJ'lFleTeCb. .. noTomy HTo Bac pa3Benvi, na>Ke eu. i,e TaK noBKo! M xopoHviTb Bentley OH He C061/lpaeTCFI. A Hao6opoT, roBopviTb o Hem-To cepbe3Hom vi BeHHom. M TyT BauJa coBecTb npocbinaeTcs1, vi3ymneHvie CMeHFIeTC$-‘I BocxviuIeHviem. COLII/ IaJ'IbHaFI 3HaHvimocTb noTai_Ivivi opraHoB — npoTviBopeHviBa. M aTo orpomHan cmenocTb — npoBecTvi TaKyio aHanorviio vi cornacviTbcn cTaTb i_i, eHTpom HeraTviBa mHo>KecTBa nionevi. M Bbl annonvipyeTe. M nenvnecb aTo HoBocTbio nanbme, vi roToBbi ee o6cy>KnaTb. Ho Ol'1FITb >Ke — He noTomy HTO o £I, oHopcTBe peHb, yBb| ) A noTomy, HTo noBKo Bac Bcex npoBenvi. 3moLi, vivi I'lepel'lO}1HFIlOT Bac. .. | 'eHvianbHoI l'| cvixonorvi9i vi l'| pOBOKaLIl/ IFI noBeneHHecKvix peaKLIvii7i. MHeHviem o6u. IecTBa — TaK nerko maHvinynvipoBaTb. M 91 nvii. ub cmeio meHTaTb, HTo6bi Bce maHvinynnLi. vivi B TaKom macu. iTa6e — Tavinvi B ce6e TaKovi >Ke 6naroponHbii7i noBon). B KOHLl, e KOHLIOB — 6naroponcTBo Benb To>Ke oTnviHHo cnnaHviBaeT J'IIOD. el7I vi Hauvivi. 51
  51. 51. 'I/ lrizpegueiinwiz 52 KITMEHT: Brazilian Association Of Organ Transplantation AFEHTCTBO: Leo Burnett Tailor Made, Brazil I’PAH—FlPM M 3OI'lOTblE I-lAFPA, IJ, bl B HOMMHAU, M5T><: Promo And Activation — Use of Promotional Stunts and Live Advertising (GOLD) EPI/ IO: XODOLIJVIM peKnamu. i,viK noHvimaeT ncvi— xonorviio nionevi, cnenviT 3a Tem, HTo FIDO! /|CXO, EIMT B o6u. IecTBe vi mvipe, aHa- nvi3vipyeT o6u. IecTBeHHbii? i pe3oHaHc vi l'lpMCJ'| yLlJVlBaeTCFl K >KenaHvinm — o3- ByHeHHbim vi HeBbicKa3aHHbim. Ha : ->Tom cbirpanvi coTpynHviKvi Leo Burnett Sao Paolo, co3naB KamnaHviio «FloxopoHbi lSeHTnvi» (Bentley Burial). TBOPI-IECKASI VILIESI: CTpaTervin 3aKnioHanacb B | 'IOBbIUJe- Hvivi ocBenomneHHocTvi o npooneme noHopcTBa nocpencTBom nepcoHa>Ka, nio6vimi. i,a menvia, o6nanaiou. i,ero mHoro- mvinnvioHHbim cocTonHviem vi cTpacTbio K : ->Kci. IeHTpviHHbim nocTynKam — Chiquinho Scarpa. KPEATMBHASI VILIESI: Bbina co3naHa vicTopvin, HTo OH noce- TviB BbicTaBKy, nocBnu. I<'-2"-HHyio Li, apcTBo— BaHviio TyTaHxamoHa, cTpaLi. iHo Bne- HaTnvinc9i norpe6anbHoi7i LIepemoHviei? i (bapaoi-ioB vi peu. ivin npoBecTvi C><O>KylO npouenypy. OH peu. ivin 3axopoHviTb cBoi7i LuviKapHbii7i <<BeHTnvi» B canax ciaoero oco6HsiKa vi Hanvican HecKonb- KO nocToB Ha Facebook, B KoTopbix npvirnacvin noceTviTb Li, epemoHviio Bcex >KenaioLi_ivix. M BoT — BOT OH, momeHT, /2I0CTOl7lHbll7I Mai7iKna , EI>KeKcoHa: HaLl| /I- oHanbHoe TeneBvineHvie BeneT npsimyio TpaHcnHi. i,viio I/ I3 ero cana, cTpaHa npvi- KoBaHa K ‘reneiaviaopam vi cTpvimviHry, — vi Bce yMOI1FllOT ero He coBepi_uaTb 3T0l'O 6e3ymvis1. B nocnenHvii7i mvir oH cornaLi_iaeTcn vi roBopviT, HTo 3axopo- HviTb cTonb Li, eHHbii7i o6beKT 6bino 6bi rnynocTbio. M nponon>KaeT: Ho ecTb vi 6onee LieHHbie Beu. i,vi, — Hanpvimep, Bau. ivi opraHbi, KoTopbie Bbl roToBbi no- xopoHviTb c cooovi, XOTb oHvi vi mornvi cnacTvi mHo>KecTBo >Kvi3Hei7i. PE3YJ1bTATbI: I'IoKa3aTenb noHopcTBa opraHoB Bbipoc Ha 31,5% 3a 1 mecqu. TOJ'IbKO B coi. ivianbHbix ceTsix obino oxBaHeHo 6onee17O MnH. nionevi.
  52. 52. rnaBa HA HEM TE CVBOM CEKPET/ -/b/ M MHFPEHMEHT
  53. 53. i 3 CEP| 'El7l ‘ v L/ To Kacaercg rexiwonormfi, TO o HMX L .1 SIHOBCKI/ ll/ I Associate Creative Director, Digital, A, E|, B ’7peKpaCH° CKa3a-'7 L/ aK /7OpTep (C'D+B)-' «Om/ IH M3 CaMbIX l7epBbIX qb/4/7bMoB B MVI, De 613//7 O TOM, KaK CKalIeT . /7OLUa, flb. «/7OT, OFlCalOLL(e. /», .3 Ha BTODOV7 OHM Cl7,0aLLIMBa/7M. ‘ «A Kyga oHa cxaqer? » 54 /7ocMoTpeB nepsb/1/7 pa3 / worm I'OBOpM/7M. ’
  54. 54. flZpeHLi Bcerna oi1MH — xopoLuMe M11eM, KOTOpb| e | '|OCTp0eHb| Ha Ba>KHb| >< HenoBeHecKMx MHcaMTax: |'| OMOFaiOT peLuaTb npo6neMy, ,uo6aBnmoT Ll, eHHOCTb I/ lJ'| |/I npocTo Fipl/ IHOCSTIT 6OJ'lbUJe paL1ocTM B >Kl/13Hb. Pexnama KaK pexnama y>i<e Mano KOFO MHTepecyeT — BCe Mu. i.yT peLlJeHl/ IFI Tex aapiau, KOT0pb| e CTOFIT M nepen 6M3HecoM, M nepen HeKoMMepHecKMMM OD| 'aH| /l3aLl, l/IFIMI/ I. | 'IpM 3TOM npecnoByTasT <<COLLVIaJ'ibHOCTb» cTana LuMpe — Tenepb 3T0 He <<I'lpOCTO D. eJ'| aT| > ><opoLuMe Liena» npM | '|OMOU. l|/ I 6peH, ua, a To, HTo 3aTparMBaeT o6Lu. ecTBo I/ I ‘—iyBCTBa rno, ueM B pa3HbiX acneKTax. l‘| ocMoTpMT, HanpMMep, Ha caMyio «aHTMcoLLMani>Hy+o» l/ I,E| .eiO 3TO| 'O rona OT Harvey Nichols — Sorry I Spent It On Myself, KoTopoe TeM He MeHee 3aTpoHyna orpoMHoe KOIII/ IHGCTBO n+oneM M no. :LHsma orpoMHyio BonHy o6cy>4<L1eHMM KaK B CMI/ I, Tax M B COLLI/ laJ'| bHb| >< ceTsax, nonyTHo Bb| |'| OJ1Hl/ IB Bce 6M3Hec—3anaHM. L*| TO KacaeTc; i TexHonorMM, To 0 HM>< npeKpacHo cxasan Hax FIopTep (CP+B): «OJJI/ IH M3 CaMblX i'| epBb| >< d3MnbMoB B MMpe 6i: |J'| o TOM, Kax cKaHeT J'| OUJa, D,b. |'| ocMoTpeB | '|epBb| l7l pa3 mo, u.M | 'OBOp| /IJ1|/ II «l‘loTp9IcaioLLI. e!», a Ha BTopoM OHM cnpaLLiMBanM: «A Ky, u,a oHa cKaHeT? ». Te><HonorMM J1aiOT HaM MHO>KeCTBO BO3MO>KHOCTel7I, HO oHM Bcero I'll/ lUJb I/ lHCTpyMeHTbI, c | '|OMOLLLb| O KOTOpb| >< Mbl , ClOJ'| >KHb| BO| '|J'| O|J. l,aTb HOBb| l7| I/ l,El, el/ I. TERRE DES HOMMES NETHERLANDS and LEMZ Amsterdam, THE NETHERLANDS. SWEETIE O, u.MH M3 CaMb| X l'lpOTl/ IBOpeHl/ lBblX I/ I CaMb| >< Harpa>+<, uaeMbix Keihcoa 3Toro rona, KoTopbiM | '|O3BOJ'| |/U'| He6onbLuoM KoMaHLLe M3 LEMZ Amsterdam Bbll/ I|'paTb TMTyn nyHLuero He3aBMcMMoro areHTcTBa 2014 rona. KaK cxaaan P39: I/ |HaMoTo M3 a| 'eHTCTBa AKQA: «KpeaTMB — 3T0 HeoHeBM, uHbie peLL| eHl/ IFI O‘-ieB| /l, El, HblX 3aLiaH MnM oHeBMnHbie peLueHMsT HeoHeBMi1Hbi>< 3aLLaH». Sweetie — 3T0 KaK pa3 BTopoM BapMaHT. J_'J. eTcKM171 ceKc—TypM3M B MHTepHeTe — 3T0 KpaMHe HeoHeBM, u.Has: npo6neMa, Tax KaK o6 3TOM HMr, qe He nMcanM I/ I Hl/ IKTO ee HI/1KOi', lJ, a ny6nMHHo He o6cy>Knan. I/ I TyT, KoHeHHo, cbirpano ponb To, HTo 3Ta npo6neMa Bo3HMKna OTHOCI/ |TeJ'lbHO HeLiaBHo M ee | '|OFlBJ'| eHl/ le CBFl3aHO Henocpe, ucTBeHHo c pa3BMTMeM TexHonorMM, npMToM HTo cama npoonema KoHeHHo >Ke UJOKI/ IpyeT, KaK M Bce To, HTo cB;13aHo c HacMnMeM Han LleTbMl/ I - d3M3MHecKMM MnM MOpaJ'| bHb| M. Ho Muesi cama no ce6e )1OBOJ'1bHO oHeBMi: LHa — «J'| OB| /ITb Ha >K| /IBLl, a». I'Io F| OHF| THb| M | 'lpl/ I'~il/ IHaM, oHM He MOITII/ I l/ |Cl'lOJ'| b3OBaTb ;1eTeM I/ I peLueHMe CO3,ELaTb KOMI’ib| OTepHyiO MO, lJ. eJ'| b Bb| COKOI'O pa3peLueHMsi, npaKTMHeci<M HeoTnMHMMyio oT HaCTOFlUJ, e|'O pe6eHKa JZlOBOJ'| bHO yMHO. TyT eu. ie Hano | '|pl/ IHFITI: BO BHMMaHMe, HTo orpexM TaKoM MO, El, eJ'| l/I KOMl'leHCl/ |pOBaJ'| l/| Cb HV|3K| /IM i<aHecTBoM KapTl/ IHKV1, nepeLiaBaeMoM <<m<o6bi» c Be6- KaMepaMM, 1-ITO | '|OUJJ'| O DeUJeHl/ IIO TO]'li: KO Ha nonbay. CaMbiM MHTepecHbiM Bb| BO, El, 3/J, eCb B TOM, HTo Ha Ka>K, ELyiO TexHonorMio, MnM npo6neMy, CBF|3aHHyiO c ee | 'iO$1BJ'IeH| /1eM, HaMi: LeTcsT KOHTpTeXHOJ'lOi‘l/ I51. l/ I Ba>KHO FIOHI/ IMaTb, HTo D, aHHa9l pa6oTa peLuMna 3Ty npo6neMy He a6cTpaKTHo, a noMorna , u.eMcTBMTent. Ho HaKa3aTb | 'lpeCTyl'lHl/ IKOB M OCBO60/3,1/| Tb ; :i. eTeM. l'lo3ToMy B TeKyUJ, eM rony HM onHa npyraq pa6oTa He 3acny>4<MBana Grand Prix for the Good Taioxe, KaK M Sweetie. GOL USA and R/ GA New York, USA. ALVIO AreHTcTBo R/ GA — 3TO OLLHO M3 HeMHorM>< B MMpe areHTcTB, KOTOpOe ; iBn; ieTcsi eCTeCTBeHHb| M cMM6Mo3oM KpeaTl/ IBa M | '|pO/2la| »<L| JHa M pa3pa6aTbIBaeT , El, el7|CTBl/ ITeJ'| bHO | '|pOpblBHble peLL| eHl/ IFL PaBHo KaK M npoeKT ALVIO , l2U'| Fi QOL USA. 3T0 M06!/ IJ'lbHa$i Mrpa, KOTODBSI | 'iO3BOJ‘| $ieT , EleT§lM c 5DOHXl/1aJ'| bHOl7l acTMoM TpeHl/ lp0BaTb £Lb| XaHl/ Ie. 3,E| .eCb >Ke a6COJ1iOTHO OHBBI/ l,E| .Ha9i npo6neMa M peu. ieHMe, KoTopoe Tpe6OBaJ'IO orpoMHoM | 'J'| y6|/ IHb| npopa6oTKM Tax KaK , ELeT| /1 - 3T0 ayLLMTopMs1, KOTOpy| O Hano FIOCTOFIHHO l/1HTeDeCOBaTb M BOBJ'| eKaTb, oco6eHHo ecnM MM | '|p| /IXOJZLI/ ITC9i /2LeJ'| aTb To, HTo MM He ocoéo ><oHeTc9i, HO TeM He MeHee Ba>KHO , i:u1;i Mx anopoabn. ToT ypoBeHb peu. ieHMsT, KoTopbiM 6b| J1 pa3pa6oTaH ar‘eHTCTBOM, noxa eu. ie He , c1ocTyneH B HaLuMx LuMpoTa><, Ho npeuei1eHT co3LiaHM9i peant. Horo Te><HonorMHecKoro peL| JeHl/ I9! pm: Me; :iMu. MH<: KoM KOM| '|aH| /ll/ I, KoTopoe MO>KeT C| '|paBl/ ITCFI c TeM, c Hem He MoryT C| 'ipaB| /1TbC51 neKapcTBa — y>Ke co3naH M npMHocMT peanbHyio nonbsy. 55
  55. 55. Kfll/ IEHT: Qol Devices, lnc. AFEHTCTBO: R/ GA, USA l'PAH-l'| Pl/ l l/ l 3OJ'lOTblE Mobile — Networked Mobile Technology (GOLD) 'I/ lnzpeguennum 56 HAFPA, El, bl B HOMVIHAIJJ/ l9l><: BPWD: EcnM y BaLuero pe6eHxa acTMa, To nexapcTBa MoryT noMoHB, HO pO, El. VITe)1l/ I 6eC| 'IOKO9lTC9l, HTo , u.eTM l'lpl/ IHI/1Mal0T CJ'| |/ILIJKOM MHoro ne- xapcTB M I‘lb| TalOTCFl HaMTM peUJe- HMe nonyHuJe. B neMcTBMTenBHo— cTM, xorna l'| aLl. l/leHTb| , 60J'| bHble acTMoM 3al'll/ lCblBalOT . i1aHHBie o cBoeM COCTOFIHI/ ll/ I, TpeHl/ lpylOT cBoM nerxMe, 3T0 cHM>xaeT | 'IOTDe6HOCTb B nexapcTBa>< Ha 86%. O, i:i. Haxo Te | 'lpl/ l60pl: l, KOTOpb| Ml/ I pO, ElVITeJ'll/ I MoryT l'lOJ'lb3OBaTbCFI ceMHac, He perMcTpMpyloT MHcbopMau, Mlo M He | '|OMOFalOT TpeH| /IpOBaTb nerxMe. Eonee Toro, oHM coBceM He Hpa— B; iTcn , lZl, eTFlM. TBOPHECKASI VIAESI: , U,J'lFl i: ieTeM M ponMTeneM 6y, u.eT no- ne3Ho, ecnM , neTM, 6onBHBIe acTMoI7I, 6yD, yT , uenaTB 60)1bUJe yrIpa>KHeHMM Ann pa3pa6oTxM nerxMx. A nyHu. iMM cnoco6 3acTaBMTB , i:i. eTeM , uenaTB HTo-To, 3To rIpeBpaTMTB XJ'IO| 'IOT| :| B yBnexaTenBHylo Mrpy. KPEATVIBHOE PELLIEHVIE: 5blJ'lO peLueHo co3,uaTB TpeHa>xep Linn , u,BixaHM; i, xoTopBiM 6yu, eT Bbi- l'I0}1HRTb d)yHxi. iMio ynpaBn9uou. Lero nynBTa B Mrpe: BMecTo Toro, HTo6BI MrpaTB l'laJ'lbLl, aMl/ I, Hy>xHo xoHTpo- J'| |/| pOBaTb rlpouecc c I'IOMOlJ. lblO , E|. bl><aHV| Fl. A|VlO C)1e, El. VlT 3a , lJ. blXaHl/ leM Mrpoxa, noxa ToT MrpaeT. Enaro, ua- pg TOMy, HTo 3T0 Beceno, Ll, eTl/ I Mrpa- lOT M oi: iHoBpeMeHHo CTEJHOBFITCFI 3,lZl. OpOBee. ,U, J19l npoexTa Alvlo 6BIno CO3,D, aHO HeCKOJ'lbKO Mrp, noMora- lOLLll/ IX MrpoxaM CD. eJ'laTb Mx nerxMe 6onee 3/1ODOBblM| /1. HanpMMep, B o, uHoM Mrpe B, El, OX I/ I BbI, lJ, OX nepeMe- Lu. aeT repoq BBepX M BHM3, l'| OMOl'aFI | 'lODa3V| Tb uenb. £l, pyrMe I/ ll'pb| M3Me— DFHOT, xax cMnBHo pe6eHoK Mo>xeT Bb| Ll,0XHyTbI oHeHB Ba)KHb| l7| noxa- 3aTenB cocTo9iHM9i 3£| .ODOBbFl Ann 6OJ'lbHblX acTMoM. TaxMe ynpa>KHe-
  56. 56. .u. ».««» «we . a irw‘b'A a-. i1‘«v‘. sv MD $7‘ Wirelessly Connected Personalized Training Take Control Bluelooth® smart connection makes Adiusz me resistance level to find me Track symptoms as well as training using Alvin as simple as "breathe in, perfect fit to your therapy needs progress over time, more accurately breathe out" and ciosei man ever perpre
  57. 57. SWEETIE at 58 KJTMEHT: Terre Des Hommes Netherlands AFEHTCTBO: LEMZ, The Netherland FPAH—HPVl l/ l 30flOTb| E HAFPA)ILb| B l-lOMW-lALl| /l9l><: - Grand Prix For Good (GRAND PRl><) - Cyber — innovative Use of Social or Community (including emerging plat- forms for brands) (GOLD) - Direct — Use of Digital Marketing - Media — Charities, Public Health & Safety, Public Awareness Messages - Promo And Activation — Use of Other Digital Platforms in a Promotional Campaign (GOLD) - PR — Charity & not for Profit (GOLD) - Branded Content And Entertainment —Non-Fiction: Online (GOLD) SWEETIE HOW A ‘W vrnami) Fll lDlN() aim rnncxm DDWN 1 am PEDUDMIES My name l5 sweeiie. Everyday Inave io sii in item oi a wetmm and talk | n men. BPVIGJ: Kax Taxoi3oi7i EPI/ IQ) oTcyTcTi3oBan. LEMZ Amsterdam ><oTenM paccKa- 3aTb HaceneHM+o o ripo6neMe M 3acTaBMTB npaBMTenBcTBa cTpaH cne, i:i, MTB 3a McnonHeHMeM CylJ. Le- cTByioLuM>< 3aKOHOB i'ipoTMB WCST Hepea axTMBHoe ripoTMBoi: iei? icTBMe oHnaMH-npecTynHMxaM. TBOP‘-IECKASI V| D,E9~| : Ll, ris1 pei. i.ieHMs1 MHTepHai_iMoHanB- HoM i'ipo6neMBi Webcam Child Sex Tourism Heo6><oi: i.MMo 6Bino i: i.aTB B03MO>KHOCTb l'lOJ'| l/1Ll, |/ll/ l BBicne>xM- BaTb caMTBi, rne B3DOCJ'lble l'lJ'laTFlT lIl. eHb| 'l/ I 3a akcrinyaTaLiMio i: ieTei7i. 5b| J'| O | 'lpe, EU'| O>KeHO peLueHMeTerre des Hommes rio, i:i, cnoraHoM <<OCTaHOBl/ lTe 3xcnnyaTaLiMio i: ieTeM». KPEATI/ IBHOE PELLIEHVIE: Bbina co3naHa 3D—Moi: ienB lO—neTHei7i , i1eBoHxM, xoTopas: cTana «i-ipMMaH— xoM» p, n;i npecTyi'iHMxoB. B TeLieHMe 10 Heizienb 6Bino BblFlBJ'leHO 1000 HapyLi. iMTeneM. Coo6Li. ieHMe npaBM— TenBcTBy 6b| J'| O cne, ciyiou. iee: ecnM 3D—Moi: ienb Mo>keT noMMaTis 1000 npecTynHMxoB 3a 10 He, u.enB, To nonM— i_iM; i cMo>xeT noi7iMaTB TBicsTHM 3a ron. PE3Yl1bTATbI: Bbina co3,i: i,aHa MacLi. iTa6HasT MHTep- HauMoHanisHa9i PR KaMnaHM9i, xo- TODBFI | 'lO, EU2l, ep)KV| BaJ'laCb BMpycHBiM Bl/ I,EleO Ha YouTube. BM, i:i. eo npM3BiBa- no 3pMTeneM | '|O, El, l‘Il/ ICaTb neTMi_iMio, o6pau. ieHHyio K l'| paBl/ lTeJ'| bCTBaM Bcex cTpaH. l‘| eTMi. i.M9i y>xe coépana 0,5 MnH rio, i:i, nMceM, M M>< xonMHe- cTBo i'ipoi: ion>xaeT pacTM. l'lonMLiM9i B AHrnMM, CLLIA, KaHai: i.e, ABcTpanMM, l/ lpl'laHLl, l/ll/ I, EenBrMM, lO>xHoM Ad)- pMxe apecToBana npecTynHMxoB Ha ocHoBe co6paHHBi>< ynMx. CDMnMnnM— Hbl — riepsasn B MMpe cTpaHa no xo- nMHecTBy i'ipecTynneHMM WCST, HO 6J'IaI'O[: l,ap‘; l xaMnaHMM JJ, eCFlTK| /I , i:ieTei7i Ha CDMnMi'inMHa>< 6BinM CflaCeHb| .
  58. 58. T FIE%i E“-Bi / .F. fins ii’ 1 ~/ if it ‘/75
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  61. 61. M | N E " 'i_li“. §3Sl3liilD'i‘£_‘ § . yj. T" LflFSl OF §LENCE l<J1 MEHT: RSL Australia AFEHTCTBO: DDB Group Melbourne FPAH—iTPl/ l VI 30flOTl: iE Mobile — integrated Mobile Campaign (GOLD) 7/lrizpeguennun 62 HAFPA, El, b| B HOMVIHALLI/ i§l><: . iHDNES mmniiuu EPVIGJ: Heo6><o, i:i. MMo noMoHB co6paTB cpe, cicTBa Linn BeTepaHoB BOl7lHbl ABcTpanMM. O6isiHHo McTot-iHMkoM ocHoBHoro izioxoizia 6Bina npo, i:i. a>xa BeTepaHaMM 3HaLixoB Ha ynM- LlaX. Oi1Hako M3—3a Toro, HTo Bce 6onBi. i.ie nio, u.ei7i l'| J'| aTFlT xapTaMM, MeHbLlJe nioiJ, eM HOCFIT c co6oM HanMHHBie , El. eHbI'l/ I. Heo6><oi: iMMo 6Bino HaMTM 6onee npocToM M no, u,xo, i:i, s1Li. i,MM cnoco6 no>xepTBo- BaHM; i cpe, cicTB. O6i: .il-iHo kaMnaHM9i B D. eHb ANZAC (HaLi. MoHanBHBii7i npa3,i: i,HMx ABcTpanMM M HoBoi7i 3enaH, i:i, MM) O6DaU. l.aJ'laCb K B3pocn0M ay, i:iMTo— pMM, Tenepia Hy)KHO 6bino paci. uM— pl/1Tb ay, i:i, MTopMio, 05paTl/1TbC$l x Mono, i:ie>xM. TBOPHECKASI VIAESI: MeHbLlJe nio, i:ieM HOC9lT c co6oM HariMHHBie , i:i, eHbrM, 3aTo 6onbLi. ie nio, iJ. eM Bcerna MMeioT npM ce6e cMapTcpoHBi, oco6eHHo MO}'| O,El. e)Kb, CTaBLlJaFl Li. eneBoM ay, i:i. MTopMei71. 5blJ'I npM, i:iyMaH npocToM M MOUJ, - HBIM cnoco6 lZLeJ'| aTl> no>kepTBoBa— Hl/ I91 c F| OMOlJ. l.bl0 cMapT<; boHa. B xa>xiJ, BiM npa3,i: iHMx ANZAC npM- H9iTo MOJ'll-| aTb B TeHeHMe Ml/ |HyTbl B HecTB norM6i. i_iMx. COGLLVIHI/ IB 3Ty Tpa, n,Mi_i, Mio c M061/lJ'| bHbIMl/1 Tene- c3oHaMM, 5b| J'l npMi: iyMaH 6onee nerxMi7i npouecc | '|O)KepTBOBaHl/ I91. KPEATVIBHOE PELUEHVIE: Ebina co3,i: i.aHa Tene¢2oHHa9i nMHM9i, Ha xoTopyio nio, i:i. M MornM no3Bo- HI/ lTb, LiTo6Bi l'IOC}'lyUJaTb TMLuMHy. |'loTpe6MTenis npocTo 3BoHMn Ha HoMep, cnyLuan 3anMcB <<TV| IJJV| - Hbl», a , cieHBrM, C| 'll/ lCaHHb| e co cHeTa OTI'| DaBJ'lFU'| l/ICI: Ha I'| OMOU. lb BeTepaHaM M I/ IX po, :i, cTBeHHMxaM. HMxaxM>< xpe, n,MTHBix xapT, npM- no>xeHMM, 3arpy3ox. l'lo>i<epTBo— BaHMe OT| '|paBJ'lFleTC9l Ha| '|p9lMylO c TenedJoHHoro cHeTa. <<MMHyTa
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  63. 63. 64 l<fl MEHT: Teatre Neu AFEHTCTBO: The Cyranos Mccann Woridgroup Europe l’PAH—flP| /l Vi 30)'lOTbiE HAFPA, Ell: >l B HOMVIHAUJ/ i$? ><: Mobile — Augmented Mobile Experience (GOLD) BPVICD: TeaTp caTMpBi TEATRE NEU xoTen yBenMHMTB , i:i, o><o, i:i OT cBoM>< nocTa- HOBOK M konMHecTBo noceTMTenei7i. KPEATVIBHOE PEUJEHVIE: Ka>xi: ioe cMi:1eHMe 5l>lJ'l0 o6opyi: io— BaHo ycTpoMcTBoM pacno3Haiou. i.MM nMi_io, a ToLiHee, pacno3Haioi. i.iMM yJ'IbI6Ky. 3Dl/ ITe1'|9lM npeunaranacia CJ'| e,El. ylOLl. l.a9l cpienxa: «Bxopi 6y, i:. eT 6ecnnaTHBiM. EcnM Luoy 6y, iJ, eT He cMeLuHoe, Bbi HMHero He 3anna— TMTe. Oi: iHako, ecnM Bbi 6y, i:ieTe CMeFlTbC9l, Bbi lJ,0J'| >KHl: | 6yi: ieTe 3aI‘l. i'| aTl/ lTb 3a xa>xt1yio ynBi6xy». Ka>KD, a9l yJ'IbI6Ka cToMna 30 i_ieH— TOB, Ll, eHa — pa3yMHa9i B cooTBeT— cTBMM c Bo3pacToM M BpeMeHeM. Tax xax HMxTo He pyrancq 3a TO, uTo CMeFU'| C9l 6onBi. i.ie, HeM Mor 61:1 ce6e no3BonMTB, TO MaxcMManBHa; i LieHa COCTaBJ'lFl}'la 8O yJ'iBi6ok I/ |J'l| /I 24 eBpo. PAY PER LAUGH The ‘list cbn’eCl, ' theater where you only my for what you consume. PE3YJ1bTATbl: — Cpe, i:i. Hnn i. i,eHa Boapocna Ha 6 eBpo no cpaBHeHMio c Tpai: iMi_iMoH- Hl>lMl/ I Luoy. — HOBGFI cMcTeMa O| '|J'| aTb| nony- HMna 6onBu. iyio ornacxy B Hai_iM- OHa}'| bHl>| )< CMI/ I, HTo yBenMHMno xonMHecTBo noceTMTeneM Ha 35%. — Ka>xLi, oe cM, n,eHBe «Pay Per Laugh» npMHecno 7’2OO eBpo, B cpaBHeHMM c 4’40O eBpo, xoTo- pBie nonyLianMcB paHee. — B HacTosiu. iee BpeMFl cMcTeMa «Pay Per Laugh» l/ lCl'lO}'lb3yeTCFl B i: ipyrMx xoMe, i:i, MMHBi>< TeaTpa>< B l/ lcnaHMM. 5bIJ'| O co3,i: iaHo Mo- 6|/ lJ'IbHOe npMno>keHMe, xoTopoe McnonB3yeTcn xax cnoco6 nnaTe>x a B , i:i, pyrMx, He3aBl/ lC| /IMbl>< TeaTpax. — TeaTp co3i: ian | '|EDBb| e xoMeLiMMHisie u_ioy, rne noTpe6MTenB , :ieMcTBMTenB— HO nnaTMT 3a To, HTO noTpe6n; ieT.
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