How can a small mobile carrier grow its subscriber base if the entire market has been already been divided among four giant competitors with vastly superior media resources? Yota decided to make a bold move — redefine the traditional approach to advertising instead of trying to dress up their product. In an absurdly straightforward, deadpan campaign, the brand hasn’t said anything to the consumer except the only important thing: what they see is a Yota ad.
Client: Yota (Mobile carrier) | Yota
Agency: Friends Moscow
2019
Credits:
Creative Director: Denis Eliseev, Maxim Ponomarev
Art Director: Dmitry Maseykin
Copywriter: Andrey Popov
Designer: Nikolay Shigaev
Agency Producer: Maxim Korostelev, Kirill Nechesa
Strategist: Egor Kozhedub
Account Manager: Anastasia Alekseeva
Account Director: Katerina Ponomarenko
Case Study:
Art Director, Screenwriter: Dmitry Maseykin
Motion Designer, Screenwriter: Sergey Yumakov
List of Awards:
Art Directors Club Russia
Print&Outdoor: Gold
Integration&Innovation: Gold
Film & Radio: Shortlist
Interactive & Mobile: Silver
Interactive & Mobile: Shortlist
White Square
Creative effectiveness: Gold
Viral campaign: Silver
Image Campaign: Silver
Use of channels/medium: Bronze
Viral campaign: Bronze
Multi-platform campaign: Bronze
Use of TV&others screens: Shortlist
Adblacksea
OOH: Bronze
Advertising campaign: Bronze
Media: Bronze Media: Shortlist
Red Apple
Channels (Subcategory Use of Mixed Media): Silver
Sectors (Subcategory Retail & Consumer Services): Bronze
Effie Russia
Telecommunications and Internet: Silver
Focus / Campaigns with a short-term effect: Silver
Media innovation and media idea: Silver
Focus / New technologies in communications: Gold
