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K-1-42. Our Best Article
| Agency | IQ marketing |
| Creative head | Konstantin Tokarev |
| Author of idea | Konstantin Tokarev |
| Product | Business daily "Vedomosti" |
| Description | Vedomosti is the leading business newspaper in Russia. Published in association with the Financial Times, UK and The Wall Street Journal, US. In 2011 the Vedomosti print edition audience dropped badly and reached an all-time low. Russia holds the 159th place in the world for political rights and freedom and 142nd place in press freedom for the last ten years. But in 2011 there happened the outburst of the largest protests of the last decade. Idea: To publish and spread “Our best article”. Copyright: Our Best Article. Article 29 of the Russian Constitution. Freedom of press shall be guaranteed. Censorship shall be banned. We published “Our Best Article” in the media, distributed the Vedomosti special edition among the target audience in the offices and sent special T-shirts to famous journalists and civil activists. They wore the special t-shirts on the most notorious court hearings, posted their photos in T-shirts to Facebook & Twitter and read “our best article” on the radio. Only in one month, the Vedomosti daily audience increased by 36%. |
| Team members | Natalia Stepanuk, CEO Konstantin Tokarev, Creative Director Fernando Fernandes, Art Director Elena Subbotina, Project Manager |
