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

I-1-8. Lady Million

AgencyLeo Burnett Moscow
Creative headNatalia Roumiantseva, Ilya Olenev
Author of ideaIlya Olenev
ProductAlways Platinum Pads
DescriptionIt’s a well-known fact that fem-care advertising in Russia is very traditional, predictable and TV-centric. Especially P&G fem-care advertising. Our task was to launch the new, luxurious and revolutionary P&G fem-care product - Always Platinum pads. So we needed a revolutionary way to do this. As a result we created a fully digital campaign based on a new music video by Russian pop-star – Vika Daineka. This video translated the idea that every girl can become The Lady Million – the same with Vika, but with the help of Always Platinum. The video was an invitation to the digital Platinum Club where any girl could create her own Lady Million Music video where she was a hero. Also in this club she could get a lot of advice from specialists on how to become the Lady Million in real life. This campaign has gotten a tremendous media response from the audience. Within just a month 5 million girls watched Vika's video on Youtube, 500 000 girls have joint the Platinum Club. And all this was achieved without traditional TV expenses.
Team membersCopywriter -Maria Dmitrieva,
Art director - Julia Chernysheva