A. Film
B. Press
C. Outdoor
D. Radio
E. Film Craft
F. Design
G. Interactive
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
H-3-31. A word to copywriters
| Agency | TWIGA Ukraine |
| Creative head | Slavik Fokin |
| Author of idea | Slavik Fokin |
| Product | Copywriters Club Ukraine |
| Description | Situation The idea of ADC*UA integrated advertising campaign was based on the following insight: Art Directors Club consists not only of art directors, but copywriters as well. And copywriters have to put up with such a paradox. Taking into account their interests we created a club especially for copywriters: Copywriters Club Ukraine (CWC'UA). Note for the jury: if you have already seen a case for Copywriters Club in other nominations, please watch this one, because it is different in each nomination. Task To create internet banners, which will not only inform the audience about the establishment of the Copywriters Club, but also encourage people to actively interact with it. Solution We created banners with provocative copy, which proved why copywriters were better than art directors: 0% design, 100% copy. The distinctive feature of the banners was the possibility for users to enter their version of its text right in the banner. After being checked a banner with the new text was launched into rotation. So everyone could become a co-author of the advertising campaign! Results Our target audience was rather small, taking into account that there were only about 200 creative professionals in Ukraine. Interacting with the banners users entered 45 variants of texts. One of the suggested headlines was used in the second wave of ADC*UA campaign. |
| Team members | Slavik Fokin, copywriter Marina Dyachanko, web-designer |
