B-15-14. IRR.RU "Don't be afraid to embrace change"

Agency	Instinct
Creative head	Roman Firainer, Yaroslav Orlov
Author of idea	Roman Firainer, Yaroslav Orlov
Product	Internet portal IRR.RU
Description	We had news - portal IRR.RU changed! We need to aggressively communicate the changes and tell to everybody that now "It's easy" to use a portal. The idea is based on a simple play with the word “easy” which in Russian can mean two things: in one way, this means comfortable use of the site in another way, it is not shameful, but normal and human. And after that the only thing we need to do is to communicate all of these with a brand character - human, alive, honest, optimistic.
Team members	Creative director: Roman Firainer, Yaroslav Orlov Author: Yaroslav Orlov, Dmitriy Moiseev Art director: Roman Firainer, Evgeniya Balabanova

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