Dream, luck, magic and a helluva lot of work.

1. The mazy story
of Ilya Petrov,
senior copywriter
or Dream, luck, magic
and a helluva lot of work.
November 2010

2. — The killer is the sexy maid.
Oops...

3. Russian winters are so cold
that I can’t get the reason
babies leave sweet mother-home
and get born in February.

4. — It’s time, babe!
— Are you crazy? It’s February!

5. I was born as a girl
at 21st of February, 1983.
At school I was very clever and
dreamed about career in science.
But then grew up, got married,
bought five African kids.
And went to seed in peace.

6. Such a luck
everything happened
oppositely

7. I arrived to this planet as a boy
at 21st of February, 1983.
At school I was very clever and
finished it with a silver medal.
Won many math competitions,
was Russian No.18 from 17 y.o.
And even got to Moscow State
University without any exams.

8. I finished the university and
got a sci-fi job at Microsoſt.
I found a girl who dreamed
about career in science.
Bill Gates present me a license
copy of Windows 7 on wedding.
So I went to seed in peace.

9. Such a luck
life was up
broken

10. — Why are you such an asshole?!
— February, mom!

11. 3 years later I leſt MSU and
came back to the native town.
I got a job to develop websites
in an advertising agency.
Advertising was much more
interesting. So I switched.
Less than in a year I became a
creative director of “13 floor”.

12. Everything was doing
by intuition.
.. .

13. — Turn off the light, bastard!
— Sorry, mister Ogilvy.
I just wanted to look around.

14. I didn’t know the word “fake”
so did some “jokes” instead.

15. That was a time
I first time met
the art of synergy.
We created six
months campaign
promoting car
audio through fake
in-car concerts of
popular musicians.

16. I was experimenting with formats...

17. ...and sometimes it was working.

18. Following my dream
to know more and work better
Wordshop was appeared in my life.

19. Somehow I got into first BBDO
copywriting classes Wordshop.
That was 3 months & 25 000 km
trip 12x Izhevsk-Moscow-Izhevsk.
Till Tuesday I was a creative
director. At friday — a student.
Aſter 3 months of homeworks
I got an offer from BBDO White.

20. — We want to see you with us.
— What?

21. Russian winters are so cold
that I can’t get the reason
people are so boringly passive.
When you are moving it’s...
warmer at least.

22. Life changed
the
direction.

23. This was the exact story
how I got into BBDO Moscow.

24. by Ilya Petrov
Write me at mail@ilyapetrov.com
or visit www.ilyapetrov.com
Fin of Part One.