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Новости фестиваля
Хотите знать в лицо героев Red Apple 2021? Все обладатели золота, серебра и бронзы представлены в этом материале
25 ноября в баре Blanc Red Apple объявил имена победителей и призеров конкурса 2021 и вручил награды героям этого фестивального сезона
Голосование по трем основным блокам завершено!
При мыслях о 2020 всплывают не самые приятные воспоминания: кризис, пандемия, изоляция. Но есть множество моментов, которым можно улыбнуться.
Киберреалити шоу, телефон-маньяк, горящий хромакей, аниматоры с сюрпризом, святой Санта Клаус. Кто уже схватился за голову? В эфире шоу True or False!
Моменты зачастую определяют весь ход работы и результат проекта. Все зависит от того, как воспринимать тот или иной опыт. Банально, но правда: все в наших руках!
Золотые кейсы фестиваля в деталях. N23. Аромат, основанный на реальных событиях
К старту нового сезона Red Apple запустил провокационный проект True or False, где предложил экспертам рекламных агентств немного поиграть и проверить свою интуицию
Ошибка в журнале, армяне в новом ЖК, холостяк, правильная ваза для шоколада, флипчарт и опоздание на рейс. И снова вопросы: что это и где логическая связь?
Герои ролика — команда Aviasales. Их подход к созданию контента в период пандемии 2020 года стал не только креативным нонсенсом, но и послужил примером того, как можно побороться за отложенный спрос в момент неактуальности услуги
Источник
Международный фестиваль рекламы Red Apple 2021 сформировал шорт-листы
Sostav представляет номинантов на призовые места и гран-при конкурсных направлений
Международный фестиваль рекламы Red Apple представил шорт-листы — в этом году на его каждое направление было выделено по две судейских группы, которые оценивали работы участников по трём основным направлениям: Creative, Media и Marketing. В жюри вошли более 80 экспертов мировой индустрии — это самый масштабный состав за историю конкурса.
Sostav представляет номинантов на призовые места и гран-при направлений Red Apple 2021:
Creative
Advertising Excellence
- Havas Creative Group Russia, Novartis, Diagnostics in Fashion (Advertising Excellence / non-profit)
- Leo Burnett Moscow (
Publicis Groupe Russia ), Sber, George from 1973 (Advertising Excellence / commercial) - Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (Advertising Excellence / non-profit)
- Serviceplan, Miele CIS, Miele Laundry Records (Advertising Excellence / commercial)
Publicis Groupe Russia ), Sber, George from 1973 (Advertising Excellence / commercial)Audio
- BBDO Moscow , PJSC MTS, From lawyers with law (Audio Medium, Radio)
- Serviceplan, Miele CIS, Miele Laundry Records (Excellence in Audio, Best Audio Branding)
BBDO Moscow , PJSC MTS, From lawyers with law (Audio Medium, Radio)Branded Content
- Marvelous , Avon, I don’t buy it (Branded Content for Non-profit Organisations)
- Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (Branded Content for Non-profit Organisations)
- Optimist Estonia, Estonian Sexual Health Association, 14 is not OK (Branded Content for Non-profit Organisations)
- RT Creative Lab, RT, #VictoryPages: Social Media History (Digital Branded Content)
- SOCIALIST , Vivienne Sabó, Vivienne Sabó is changing views (Branded Content)
- Voskhod, Russian LGBT+ Network, We Will Become Better (Branded Content for Non-profit Organisations)
Marvelous , Avon, I don’t buy it (Branded Content for Non-profit Organisations)
SOCIALIST , Vivienne Sabó, Vivienne Sabó is changing views (Branded Content)Creative Use of Media
- Havas Creative Group Russia, Novartis, Diagnostics in Fashion (Single Media)
- Mosaic, MTS, MTS Live XR (New Media)
- Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (Single Media)
- RT Creative Lab, RT, #VictoryPages: Social Media History (Mixed Media)
- Voskhod, Ural Opera Ballet, Beer Ballet (New Media)
- Wavemaker , Beiersdorf AG / NIVEA MEN, ULTRA SKILL donations (New Media)
Wavemaker , Beiersdorf AG / NIVEA MEN, ULTRA SKILL donations (New Media)Design
- Amoth Studio, St. Nicolaus, The Treasure of Zbojniks (Label and Packaging, Drinks)
- Depot , Atlas Group, Ocard (Label and Packaging, Drinks)
- Depot branding agency, Dubrovkamoloko LCC, Maslom Vverkh (Label and Packaging, Food Products)
- LINII, Wordshop, Wordshop rebranding (Communication Design, Corporate Identity)
- Pocket Rocket Agency, Itrex, Itrex. Hungry for challenges (Communication Design, Corporate Identity)
- RT Creative Lab, RT, The Endless Letter: Web Experience (Communication Design, Data Visualisation)
- Serviceplan, Miele CIS, Shot on a Miele Oven (Print Advertising Craft, Print Advertising Craft)
- Suprematika , Bushe, Liberte (Label and Packaging, Drinks)
- Suprematika, Cardinal&Margo, Cardinal&Margo (Communication Design, Corporate Identity)
- The Clients, Unlimint, Unlimint (CARDPAY REBRANDING) (Communication Design, Corporate identity)
- Voskhod, Uralskaya farming company, Seven Brothers (Label and Packaging, Food Products)
Depot , Atlas Group, Ocard (Label and Packaging, Drinks)
Suprematika , Bushe, Liberte (Label and Packaging, Drinks)Film
- emg , Charitable organization Vblagodarnost, Dolphin — Eternal stream (TV / Cinema Advertising: sectors, Non-profit film)
- Great , «Utkonos» online, ANDTHISANDTHATNOS (TV / Cinema Advertising: sectors, Retail & Consumer Services)
- Instinct , IKEA Russia, Food Waste Apocalypsis (TV / Cinema Advertising Craft, Best Direction; TV / Cinema Advertising: sectors, Consumer Durables; Corporate Social Responsibility (CSR))
- Leo Burnett Moscow (Publicis Groupe Russia ), DomClick Sber, Memories (TV / Cinema Advertising Craft, Best Direction, Best Music; TV / Cinema Advertising: sectors, Retail & Consumer Services)
- Leo Burnett Moscow, Sber, George from 1973 (TV / Cinema Advertising: sectors, Retail & Consumer Services)
- Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (TV / Cinema Advertising Craft, Best Direction; TV / Cinema Advertising: sectors, Non-profit film)
- Voskhod, Russian LGBT+ Network, We Will Become Better (TV / Cinema Advertising Craft, Best Direction, Best Music, Best Script; TV / Cinema Advertising: sectors, Non-profit film)
- Voskhod, Tochka Bank, Do What Only You Can Do (TV / Cinema Advertising Craft, Best Direction)
- Zebra Hero, KION, Stories that surprise (TV / Cinema Advertising: sectors, Media / Entertainment)
emg , Charitable organization Vblagodarnost, Dolphin — Eternal stream (TV / Cinema Advertising: sectors, Non-profit film)
Great , «Utkonos» online, ANDTHISANDTHATNOS (TV / Cinema Advertising: sectors, Retail & Consumer Services)
Instinct , IKEA Russia, Food Waste Apocalypsis (TV / Cinema Advertising Craft, Best Direction; TV / Cinema Advertising: sectors, Consumer Durables; Corporate Social Responsibility (CSR))Interactive
- Золотые тигры России, Internal project, ZHEK-art (Interactive: Craft, Best Digital Design & Illustration)
- Articul Media , PSO Liza Alert, Hope to Wear (Interactive: Instruments, Non-standard Advertising for non-profit)
- DDB Russia , Kaspersky, Cyber Spa (Interactive: Craft, Best UX & Functionality)
- DDB Russia, Kaspersky, Cyber Spa (Interactive: Instruments, Websites)
- Havas Creative Group Russia, Novartis, Diagnostics in Fashion (Interactive: Instruments, Native Advertising)
- Leo Burnett Moscow, McDonald’s, Truly Unskippable Preroll (Interactive: Instruments, Online Video & Viral Films)
- Mosaic, MTS, MTS 27 anniversary (Interactive: Craft, Best Animation & Motion Graphics)
- Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (Interactive: Instruments, Non-standard Advertising for non-profit; Online Video & Viral Films)
- Picturer, Газпром нефть , The world’s first press release as an NFT (Interactive: Technology, Creative Use of Technology)
- RT Creative Lab, RT, The Endless Letter: Web Experience (Interactive: Craft, Best Digital Design & Illustration; Best UX & Functionality)
- SOCIALIST, Vivienne Sabó, Vivienne Sabó is changing views (Interactive: Instruments, Online Video & Viral Films)
- VMLY&R Commerce, Tele2, ScateCam (Interactive: Technology, New Realities)
- Yandex Creative Studio «7.47», Yandex, Poetry All Around (Interactive: Technology, Creative Use of Data & AI; Creative Use of Technology; New Realities; Interactive: Instruments, Mobile)
- Yandex Creative Studio «7.47», Yandex, Sounds Easy (Interactive: Instruments, Game & Apps; Mobile; Interactive: Technology, Creative Use of Data & AI; Creative Use of Technology)
- Yandex Creative Studio «7.47», Yandex, Self-Isolation Index (Interactive: Technology, Creative Use of Data & AI)
- Zebra Hero, KION, Stories that surprise (Interactive: Instruments, Online video)
Articul Media , PSO Liza Alert, Hope to Wear (Interactive: Instruments, Non-standard Advertising for non-profit)
DDB Russia , Kaspersky, Cyber Spa (Interactive: Craft, Best UX & Functionality)
Газпром нефть , The world’s first press release as an NFT (Interactive: Technology, Creative Use of Technology)Outdoor & Indoor
VMLY&R Commerce, Tele2, ScateCam Creative (Outdoor: Sectors, Leisure)
Social & Influencer
- Adventum , Konstantin Khabensky Charitable Foundation, #Staywithme (Social & Influencer: Sectors, SMM Non-profit)
- Friends Moscow, Levi’s, OnTheInside (Influencer and Content Marketing, Partnerships; Social & Influencer: Sectors, Corporate Social Responsibility (CSR) / Corporate Image))
- Marvelous, Avon, I don’t buy it (Influencer and Content Marketing, Partnerships)
- Mozga Studio, Enjoyable Ageing Charity Foundation, Disappearing Stories (Influencer and Content Marketing, Social Video; Social & Influencer: Sectors, SMM Non-profit)
- Optimist Estonia, Estonian Sexual Health Association, 14 is not OK (Influencer and Content Marketing, Local / Single-market Campaign; Social & Influencer: Sectors, Healthcare)
- Red Pepper, Помощь и ПЕРЕКРЕСТОК , Come to help: Pomoshch and Perekrestok (Influencer and Content Marketing, Partnerships; Reach & Impact)
- RT Creative Lab, RT, #VictoryPages: Social Media History (Social & Influencer: Sectors, Media & Entertainment)
- Serviceplan, Miele CIS, Miele Laundry Records (Social & Influencer: Sectors, Consumer Durables)
- SOCIALIST, Vivienne Sabó, Vivienne Sabó is changing views (Influencer and Content Marketing, Social Video)
Adventum , Konstantin Khabensky Charitable Foundation, #Staywithme (Social & Influencer: Sectors, SMM Non-profit)
ПЕРЕКРЕСТОК , Come to help: Pomoshch and Perekrestok (Influencer and Content Marketing, Partnerships; Reach & Impact)Media
Channels
- Atomstroykompleks, ЧÖ ural public art fest (Use of Ambient Media)
- Goose Gaming , Unilever / AXE ASAD, AXE Collision Games (Use of Media Innovation; Use of Social Platforms)
- OMD Media Direction , Hasbro, Double Transformation (Use of AdTechnology/MarkTechnology; Use of Digital)
- OMD Media Direction; Mindshare, Volvo, 30000 test-drives like never before (Use of Digital; Use of O2O)
- OMD Media Direction, Otkrytie; National Media Group; EVEREST, #not_insignificant (Use of Screens)
- Rabbit & Carrot, Ferrero / Tic Tac, RefreshMusicTicTac (Use of Audio Platforms)
- Re:evolution , Vblagodarnost, Dolphin Eternal stream (Use of Digital)
- RT Creative Lab, RT, #VictoryPages: Social Media History (Use of Social Platforms)
- Wavemaker, Beiersdorf AG / NIVEA MEN, ULTRA SKILL donations (Use of Media Innovation)
- Yandex Magic Camp, Yandex Go, Content Warning: No Seatbelts (Use of Screens)
Goose Gaming , Unilever / AXE ASAD, AXE Collision Games (Use of Media Innovation; Use of Social Platforms)
OMD Media Direction , Hasbro, Double Transformation (Use of AdTechnology/MarkTechnology; Use of Digital)
Re:evolution , Vblagodarnost, Dolphin Eternal stream (Use of Digital)Content
- Mindshare; КБ-12, Kimberly Clark, Huggies; Skillbox, «First hugs» — online school for parents (Best Branded Content)
- Leo Burnett Moscow, Sber, George from 1973 (Best Influencer Campaign)
- RT Creative Lab, RT, #VictoryPages: Social Media History (Best Branded Content)
- SOCIALIST, Vivienne Sabó, Vivienne Sabó is changing views (Best Branded Content)
Excellence in media
- Havas Media (Россия) , Hyundai Motor CIS , Automatic Katya (Use of Integrated Media)
- Havas Media, Пятёрочка , «SAFETY ZONES» PYATEROCHKA (Impact Award)
- Leo Burnett Moscow, Sber, George from 1973 (Use of Integrated Media)
- MediaCom, Multon / Dobry, Growing Kindness (Impact Award)
- Mindshare & Mail.ru Group Innovation Department, Kimberly Clark, Kotex, Kotex sisterhood (Long-term Success)
- OMD Media Direction; Mindshare, Volvo, 30000 test-drives like never before (Excellence in Media Insights & Strategy)
- OMD Media Direction, Otkrytie; National Media Group; EVEREST, #not_insignificant (Impact Award)
Havas Media (Россия) , 
Hyundai Motor CIS , Automatic Katya (Use of Integrated Media)
Пятёрочка , «SAFETY ZONES» PYATEROCHKA (Impact Award)Sectors
- Mindshare; КБ-12, Kimberly Clark, Huggies; Skillbox, «First hugs» — online school for parents (Collaboration)
- OMD Media Direction, HASBRO, Double Transformation (Consumer Durables)
- OMD Media Direction; Mindshare, Volvo, 30000 test-drives like never before (Automotive)
- Yandex Magic Camp, Yandex Go, Content Warning: No Seatbelts (Automotive)
- OMD Media Direction, Otkrytie; National Media Group; EVEREST, #not_insignificant (Corporate Social Responsibility (CSR))
- Red Pepper, Помощь и Перекрёсток, Come to help: Pomoshch and Perekrestok (Non-profit)
Marketing
Activation
- КБ-12 , Adrenaline Rush, «Yes, I need it all!» (Best Integrated Campaign)
- КБ-12, Huggies & Skillbox, «First hugs»: online school for parents from Skillbox and Huggies (Best Brand Loyalty Campaign)
- Adventum, Association of Organizations and Citizens for the Humane Treatment of Animals «Animal Welfare», #Grechkasharing (Best Non-profit Campaign)
- DPG Russia , Dodo Pizza, 10th anniversary of Dodo Pizza (Best Sales Promotion Campaign)
- emg , Charitable organization Vblagodarnost, Dolphin — Eternal stream (Best Non-profit Campaign)
- Marvelous, Avon, I don’t buy it (Best Non-profit Campaign)
- «Red Line» (Red Communication Group), Retail chain «Perekrestok», Reborn. Second life of plastic (Best Event Marketing Campaign (Including Sponsorship))
- Ruport, G8 Аwards, Someone is trying to transfer $10 off from your account! (Best Direct Marketing Campaign / CRM)
КБ-12 , Adrenaline Rush, «Yes, I need it all!» (Best Integrated Campaign)
DPG Russia , Dodo Pizza, 10th anniversary of Dodo Pizza (Best Sales Promotion Campaign)Campaigns: sectors
- КБ-12, Adrenaline Rush, «Yes, I need it all!» (Food & Drink)
- КБ-12, Huggies & Skillbox, «First hugs»: online school for parents from Skillbox and Huggies (Other FMCG)
- emg, Charitable organization Vblagodarnost, Dolphin — Eternal stream (Non-profit)
- Instinct, IKEA Russia, Food Waste Apocalypsis (Consumer Durables)
- Kolyshev C&D, SOS Children’s Villages, Talking objects (Non-profit)
- Leo Burnett Moscow, Sber, George from 1973 (Retail & Consumer Services)
- Marvelous, Avon, I don’t buy it (Corporate Social Responsibility (CSR) / Corporate Image)
- Optimist Estonia, Estonian Sexual Health Association, 14 is not OK (Non-profit)
- TUTKOVBUDKOV, S7 Airlines, FlyHome (Travel)
Creative effectiveness
- КБ-12, Adrenaline Rush, «Yes, I need it all!» (Creative Effectiveness)
- BALAGAN, SberSpasibo, DROP is a limited collection of interior design items for bonuses from Russian designers for SberSpasibo (Creative Effectiveness)
- DDB Russia, Volkswagen, How Volkswagen Tiguan helped Russian drivers to fall in love with winter (Creative Effectiveness)
- Leo Burnett Moscow, Sber, George from 1973 (Creative Effectiveness)
- Optimist Estonia, Estonian Sexual Health Association, 14 is not OK (Creative Effectiveness)
- SOCIALIST, Vivienne Sabó, Vivienne Sabó is changing views (Creative Effectiveness)
Digital campaigns
Marketing Discipline
- BALAGAN, SberSpasibo, DROP is a limited collection of interior design items for bonuses from Russian designers for SberSpasibo (Best Use of In-store Materials and Installations)
- emg, Charitable organization Vblagodarnost, Dolphin — Eternal stream (Best Use of Public Relations)
- emg, Charitable organization Vblagodarnost, Dolphin — Eternal stream (Influencers)
- GREAT, Heineken, Beer can shout for your team: how «Stepan Razin» helped fans be with the team (Best Use of Branding and Design)
- Kolyshev C&D, SOS Children’s Villages, Talking objects (Best Use of Event)
- Leo Burnett Moscow, Sber, George from 1973 (Best Use of Innovative Technologies; Influencers; Best Use of Public Relations)
- Mail.ru Group, Kimberly Clark / Kotex, SOS Button (Best Use of Digital Tools)
- Optimist Estonia, Estonian Sexual Health Association, 14 is not OK (Best Use of Public Relations)
- «Red Line» (Red Communication Group), Retail chain «Perekrestok», Reborn. Second life of plastic (Best Use of Event)
- Ruport, G8 Аwards, Someone is trying to transfer $10 off from your account! (Best Use of Direct Tools)
- SEVEN, Pepsico / Agusha, Agusha. Tales for a walk (Best Use of Sales Promo)
- Wavemaker, Beiersdorf AG / NIVEA MEN, ULTRA SKILL donations (Best Use of Digital Tools Including Mobile)
Победители 31-го Московского международного фестиваля рекламы Red Apple будут объявлены 3 ноября — следите за новостями на Sostav.
Источник
