The summer has passed but we remember the best days we had on city festivals in Moscow. On one of these festivals BBDO Moscow held a promo “Share your warmth” for "Zeus" Animal Charitable Foundation
BBDO Moscow made a social project for "Zeus" Animal Charitable Foundation trying to attract attention to homeless animals. The project was held at Picnic Afisha festival, the biggest and the most popular Moscow festival with a huge amount of social-active visitors.
The team handed people ice figures of cats and dogs. Ice was melting releasing the card with the link to Zeus Facebook page. Later everyone could find his photo with the melting figure in hands on that page with unique “melting” animation (you can watch it in the video).
The new Zeus Foundation rescues homeless animals and everyday needs on-going support. Unfortunately, Muscovites are tired of hearing about social problems and reluctantly respond to calls for help. How in this situation can we attract people to Zeus Facebook page?
While words are not touching people anymore, we turned to the tactile sensations. We made people physically experience how vital human’s warmth is for homeless animals.
On a hot day at the Picnic Afisha festival hundreds of attendees suddenly felt freezing cold in their hands - they got our unique ice business cards! People were melting the ice shaped as cats and dogs, enthusiastically trying to reach what's frozen inside. When the ice completely melted in the hand remained the plastic card with Zeus Facebook link.
By gently freezing the hands of just a few hundred festival visitors, Zeus Foundation managed to engage the attention of more than 7,000 Facebook users. In just a few days ‘Talking about it’ stats rose by 150%! But the main success has been that hundreds of people caring about homeless animals have joined Zeus Foundation!
Creative director Nikolay Megvelidze
Creative Group Head Yuri Mikhailov
Art Director Michael Druzhinin
Copywriter Svetlana Popova
Digital Art Director Alexander Lubavin
Designer Kirill Emelyanov, Pavel Bragin
Photographers Ivan Otchik, Natalia Eliseeva, Boris Moskalenko
Client Service Director Ekaterina Guvakova
Digital Account director Elina Yaroslavskaya
Account managers Maria Savelieva
Zeus Foundation – Linda Sabantseva
Categories: Charity, Corporate, Social and PSAslbbonline.com, Tue, 03 Sep 2013 09:10:15 GMT