my advertising portfolio
DESCRIPTION
Ilya Petrov, senior copywriter, creative directorTRANSCRIPT
Ilya Petrov,senior copywriter,creative director
November 2010
Seven years in advertising
2009 — now↑2010
2006 — 2009
2004 — 2006↑2004
Red Keds, digital creative agencysenior copywriter ↑ creative directorMoscow, Russia
BBDO Moscow, creative agencycopywriterMoscow, Russia
13 floor, creative agencycopywriter ↑ creative directorIzhevsk, Russia
Almost all kinds of clients
Alcohol drinks
Nissan (Infiniti), Honda, BMW (Motorrad), Daewoo, KIA
Heineken (Heineken, Ohota), Kristall (Zimnyaya Doroga)
Automotive
Drugs and Personal Care Bayer (Levitra), Henkel (RightGuard)
Telecommunications Tele2, VimpelCom (Beeline), CenterTelecom (Domolink)
Social Advertising Greenpeace, WWF, Red Cross
Retail Azbuka Vkusa, Crocus City Mall
Financial Service Renaissance Credit, MasterCard, Bystrobank
Furniture Ekomebel, 34
Home Appliances Panasonic (3D solution), Rondell
Wrigley (Eclipse, Orbit, 5), Coca-Cola (Sprite, Burn),Campbell’s (Domashnyaya Klassika), Hochland (Almette)
FMCG
Wide range of skills
Points of interest- Integrated campaigns- Digital- Copywriting- Strategy and effectiveness- Experimental advertising- Human-kind- Creative management
Is able to create a creative department from scratch: from hiring right people to calculating the profit.
Is able to create a communication strategy from scratch: from defining long-term business objectives to evaluating the effectiveness.
Unknown facts- Top-20 17th year old mathematicians in Russia, 2000- KVN champion of Udmurtia Republic, 2006- Blind typing 491 characters per minute, 2010- Actor of viral commercials (more than 500 000 views), 2009
Education
Institute of Copywritingdistance copywriting courses, 2009London, UK
Wrigley’s Marketing Collegemarketing campus, 2008Moscow, Russia (Toronto, Canada)
Miami Ad School Europecreative workshop, 2008Moscow, Russia (Hamburg, Germany)
Breakthroughmarketing campus, 2008Moscow, Russia (London, UK)
Wordshop-2 BBDOschool of advertising, 2007Moscow, Russia
ADC Russiacreative workshop, 2006Moscow, Russia
Wordshop-1 BBDOschool of copywriting, 2006Moscow, Russia
Moscow State Universityfaculty of mechanic and mathematicMoscow, Russia
Public speaking
Wordshop Academy, Moscow- Integrated communications, 2010- Digital copywriting, 2010- Text effectiveness, 2010- Special projects in digital, 2009- Future of advertising, 2008
404fest, Samara- Integrated communications, 2010- Trends in digital, 2010- Take-away marketing, 2010
Personal workshop, Krasnodar- Effectiveness vs. Creativity, 2010- Hot to get a job in advertising, 2010
Marketing split, Izhevsk- Integrated communications, 2010
Design and Advertising, Moscow- Verbal mems, 2010
ESA Russia, Moscow- SM in social advertising, 2009
IKRa, Moscow- Big thinking, 2009- Human perception, 2009
Red Apple, Moscow- Future of advertising, 2008
Portfolio
Portfolio:Campaigns
Solano“Diamonds”
2007
Objective To launch the new premium hard boiled candy brand.
ChallengeTo change an attitude of selfish hedonic women for hard boiled candies from cheap and simple by taste and shape to be so tasty that is worthy of those moments they want to admit love and treat themselves with something special.
Key messageSolano is a diamond of taste.
Integrated idea57 grains of women’s pleasures.
ConceptTo advertise Solano as a premium fashion accessory.
Media conceptTo be with women in her moments of pleasure.
Slogan”Solano are the girl’s best friends”.
Diamonds can be a fake.Solano never lies.
Diamonds cause jealousy.Solano — envy.
Every diamond is more thanone hundred million years old.Solano pack would not survivea day in your purse.
Diamonds are my little weakness. Solano is my big passion.
Diamonds are tasteless.Solano — on the opposite.
Core messages
Underwear fitting-roomUnfortunately not that many people will see this awesomeness.You can eat Solano quite as sexy.
Shopping mallYour size is sold out?Solano is always a right fit.
GymGym means sweat.Solano is the exercise you are always willing to do.
CinemaCan’t see from the back row?But you can enjoy rustling with Solano as much as you want to.
Direct mailDid you think it’s from him?Nope, it’s better! It’s Solano ad!
Web-platformSite and community about all grains of women’s pleasures.
Press and OOH TV
Campaign
Eclipse“Expedition”
2008
Objective Finish off Stimorol. Become the number 1 choice in breath fresheners.
ChallengeTo tell a great story with “igniting close contact” brand essence to attract people attention to “who cares” gum category.
Key messageWhatever strong smelling food you ate Eclipse will defeat the odor and get you a victory.
Integrated ideaEclipse Expedition.
ConceptGuy goes to the expedition to full fill his fantasies.
Media conceptPretend the expedition is real.
Slogan”Freshen up”
Egor, the hero
The plan
Small victories
Campaign
Eclipse Expedition
Guy’s blog (Internet) Guy’s homepage (Internet)
Interviews andmonthly reports
(Press)Announcements
(Internet)Video diaries (TV)
Heineken BeerTender“Home Bar”
2009
Objective BeerTender activations have to drive the perception of Heineken brand in following brand image statements: “leading international brand”, “prestigious brand”, “progressive brand”, “has high quality” and “worth to pay more for”.
ChallengeTo inspire men for craving to have.
Key messageFresh beer as in bars just at home.
Integrated ideaAssociation of home bar owners.
ConceptAllow men to create their own bar. Literally .
Media conceptLet men advertise their bars on their own.
Slogan”Create your own home bar”.
CampaignName your bar
Create the logo Manage your home barat your bar homepage
(Facebook)
Manage home parties
Order the beer
Buy branded glassesand stuff
Win the real neon sign
Invite your friends
PromotionTV commercial
Synchronous banners
Augmented realitybeer coasters
iPhone app:Barkeepers’ school
Heineken sites
Orbit“Pimp up your bottle”
2008
Objective To promote Orbit Bottle in a human-kind way.
ChallengeMake people care about their bottle.
Key messageYou will use this bottle for 30 days. Spend 3 minutes to make it shine.
Slogan”Pimp up your bottle”
Initial idea presentation
Campaign
Pimp up your bottle
Online contestSocial mediaintegration Interactive banners
Bottle editor
People art
People art
Results Impressive:- 3,5% banners’ CTR;- 20 000 visits in first 3 hours;- more than 300 000 visits in 3 weeks;- more than 25 000 works applied;- hundreds of discussions in blogs and social networks.
OLDI Computers“Rise of the machines... canceled”
2009
Objective To develop long-term creative concept to solve the big computers and parts retail needs: advertising of exact models, parts and promos through several years.
ChallengeTo impress geeks.
Key messageOLDI machines will work as docile lambs.
Slogan”Rise of the machines... canceled”.
Core message
“Dear machines!Please be advised that the uprising was planned for1 January 2012 has been canceled! New date for the uprising to be announced”.OLDI Administration
Template
“Promise to...” + product benefit.
Example:“Promise to keep silence at night”.Silent computer OLDI Office 200.
OLDI.Rise of the machines... canceled!
OLDI Computers“Buy sci-fi”
2009
Objective To develop long-term creative concept to solve the big computers and parts retail needs: advertising of exact models, parts and promos through several years.
ChallengeTo impress geeks.
Key messageYesterday it was a sci-fi, today you can buy it.
Slogan”Sci-fi computer shops”.
Core message
(based on “Three laws of robotics” by Azimov)
Three laws of selling robotics1. A consultant may not injure a profit of human being or, through inaction, allow a human being to loose profit.
2. A consultant must obey any orders given to it by human beings, except where such orders would conflict with the First Law.
3. A consultant must protect its own existence and profit of it’s company as long as such protection does not conflict with the First or Second Law.
Prints
“Something hummed inside, and sheet of paper fell into the hands of professor. It replicate the map which Jane was studying a moment ago”.
"On the passes of the Milky Way",Peter Ilyin, 1934
Color printer HP DeskJet, 2010
OLDI. Sci-fi computer shops
Kaspersky Lab,“Blonde-sysadmin”
2008
Objective To launch the new Kaspersky product: corporate version of Open Space Security.
ChallengeTo wake up geeks to hear the message and try new Kaspersky despite of opinion that some other old Kaspersky was slow and bad.
Key messageThat simple that blonde can become sysadmin now.
Integrated ideaThe first blonde sysadmin.
ConceptPretend she exists.
Media conceptPretend she exists.
Slogan”Kaspersky — it’s easy” (c) Blonde sysadmin.
Core message
“Kaspersky — it’s easy!”Blond sysadmin
Kaspersky Open Space Security1) easy to choose2) easy to install3) easy to use
Masha, blonde sysadmin Private lifeProfessional life
ATL
Spy cam office videos
Campaign
73 000 171 000 58 000 116 000 52 000 33 000
Results 5 videos with $4 000 overall budget and (let’s be honest) “school theater” level of production got more than 500 000 views just in several month.
The great majority of comments and discussions showed a positive attitude to the campaign.
Almette“Open yourself”
2010
Objective To attract people to Almette’s website.
ChallengeTreat people with something as delicate open innocent as Almette’s taste.
IdeaIt’s always interesting what’s inside the box.
Slogan”Open it!”
CampaignCreate a gist
Present it(SM, email, link)
Open a gist
Gist back
PromotionEye-wonder banners
Special gist integration
Results Banners CTR up to 0,1 (10 times bigger than target).More than 100 000 site views.Thousands of gists created and opened.A lot of people become just a little bit happier.
Portfolio:Prints
Reiker
Light summer shoes
Free-lance.ru
Happy New Day!Beeline. Live on a bright side.
Juicy Fruit
Fuck it
Canon IXUS
With Red-eye Reduction
Solano
Diamonds say men love you.Solano — that you love yourself.
1000watt.ru
Shockproof fluorescent bulbs
Sunglasses
For the bright impressions
Greenpeace
(River name “Neva” in one form of the word means “Not you”.)
Neva is flowing.Neva is polluting.Who will help Neva? If not you.If not you, the will be no Neva.
Kaspersky
“Kaspersky — it’s easy”Blonde sysadmin
Azbuka Vkusa
One hungry Frenchman,One happy Russian.
Azbuka Vkusa.French means from France.
Free-lance.ru
Designer wanted. To draw a bit of money. Layout for printing.
Will wait for candidates at Tinkoff bar at the Day of Freelancer celebration.
Free entry.
Free-lance.ru
Copywriter wanted.To write an explanation for wife, 2 000 signs.
Will wait for candidates at Tinkoff bar at the Day of Freelancer celebration.
Free entry.
Eclipse
Do not play Romeo.Eclipse makes your kiss unforgettable.
12 volts
Scorpions concert!Every day in your car.
12 volts.High quality car audio.
Winter road
Premonition of home
Social
Last Life Lest.Your life. Use it right.
Social
Do public service.Not public service advertising.
NY2005
Everything will match!
Eclipse Fusion
Taste is changingfrom mint to watermelon
Juicy Fruit
It will bea holly bananas!Crave to have!
Free-lance.ru
Finally, every job is done by just a one man. Work directly.
Portfolio:Commercials
(click on the video to watch it online)
Experience
More than 10 commercials for Eclipse, Orbit, Juicy Fruit, Hubba Bubba, Beeline etc.
Production supervising from brief to airing with budgets from 10 to 500 thousand euros.
Portfolio:Artifacts
34 furniture
Furniture images on a transparent prints.
Fit on!
Philips Ambilight
Special project at YouTube.
Ambilight player.
Happy birthday
Virtual birthdays cake.
Blow candles, dude!
Mary Kay
Special projects on a dating sites.
“I am girl looking for cosmetics” redirects directly to Mary Kay promo page.
Almette
Special projects on women sites.
Turn on Almette feeling of the any text content by inserting tasty epithet “light”, “delicious” etc. to every adjective.
Fur mall
Prints inside.
Sorry, we are not selling our mink fur to vegans.Administration
Ogneoko
Naming like it has to be today.
Brief was to develop a name for optical fire alarm-initiating device. The goal was to find a word which you can’t find in Google. The solution was “Ogneoko” (“ogne” — fire, and “oko” — eye). Just google it.
BBDO Fight Club
I was in a group who suggested to organize BBDO inner weekly creative competition. I created a name (BBDO Fight Club), slogan and philosophy (“Every win burn in a fight”), logo idea.
Project was successfully worked in BBDO Moscow office every two weeks for more than a year. Look at the video from the opening ceremony.
