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C-17-13. Books

AgencyJWT Russia
Creative headIvan Chimburov, Andrey Shtapauk
Author of ideaIvan Chimburov, Andrey Shtapauk
ProductNuts chocolate bar
DescriptionHOW TO ENJOY HARD AND LOW-PAID JOB
The “books” with such a title were seeded at caf?/canteens, Universities, and Moscow subway – the places our TA visits regularly. There were 3 colorful versions of covers and a bookmark suggesting ‘Or… Charge Your Mind’ with NUTS.
That was a provocation: physical jobs are not aspirational today in Russia; an office position is a dream. No late-teenager wants to work physically – hence one has to be in the University and regularly pass the exams or you can lose everything.
We remind our TA of their potential choice: It either you “charge your mind” and stay at the University – or “enjoy hard job”.
(It was a part of a bigger brand campaign and the sales for February-March 2012 increased +5%, comparing to 2011, core image attribute for NUTS “stimulates brain activity” grew by 3,9%)
Team membersAndrey Shtapauk - Creative director / Art director, Ivan Chimburov - Chief creative officer / copywriter, Andrey Kashtanov - Copywriter, Alexander Medvedev - Senior designer; Ekaterina Kazakova - Client Services director, Daria Brazhnikova - Acсount director, Olga Pototskaya - Account manager; Andrey Slepchenko - Strategic planning director. Special thanks to BrandNew agency.