BBDO Russia Group
’s integrated campaign ‘Car vs Piano’ has been announced as a finalist at One Show Interactive. The One Show Interactive recognizes the achievements of digital advertising creatives and promotes excellence in advertising worldwide.
‘Car vs Piano’ has been placed as a finalist in three categories – Services, Event or Live Webcast and Environmental/Experiential. It is also an assured entry in the international annual festival with chances of winning a Gold Pencil under the conditions of the fierce competition of One Show compared to the Cannes Lions race.
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This is the second time that creative work from Russia has been awarded in such a tough advertising award show. With the fast paced evolution of interactive technologies in Russia, excellent examples of digital campaign are becoming more prevalent. ‘Car vs Piano’ digital campaign for Intouch insurance company (RSA Group) has already won a Bronze Cannes Lion in the Cyber category and has been shortlisted in the Promo category in the same festival. The case has also received Gold and Silver prizes in addition to several shortlists in Red Apple International Festival. In the Golden Drum Festival, the case received silver prize in the Digital Campaign category and was shortlisted in Innovative Campaigns and Digital categories.
Proximity Russia (BBDO Russia Group) is promoting the Intouch insurance that covers any car damage caused through no fault of the owner. The outcome was an experiment to demonstrate the unpredictable things that can happen to cars – they dangled a 350kg grand piano, suspended by nine ropes, over a parked car Moscow garage. Twice a day for a whole week, a real random event, such as a Barcelona football victory or a certain oil price level, has been determining if a rope is cut or not. The action was being broadcasted live on
and on Twitter where visitors could vote for the next random scenario. By the end of the action the #carvspiano hashtag became the second most trended topic on Russian web ground.