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IN RUSSIA
FOR YOUNG PLANNERS
1ST AWARD
BACKGROUND
Advertising festivals created
the cult of creativity by awarding

bright works without any strategic

base behi...
BACKGROUND
It’s especially true for Young Creatives

categories where briefs are usually

too plain. So winners have nothi...
EXAMPLE
RED APPLE ‘14
Link to the brief
NICE OBJECTIVES

To develop a program to make
drivers respect cyclists
ZERO STRATE...
EXAMPLE
YOUNGSTERS ‘15
NICE OBJECTIVES

To make people subscribe

to online book service
ZERO STRATEGIC INPUT

Just creati...
IDEA
1st Russian award for strategists.
We will take briefs from Young

Creators festivals and give them

to young planner...
Every creative award
needs strategic base
IDENTITY
Main logo Simplified logo BASE + Red Apple BASE + Cannes Lions
TASK
Client’s brief
Creative brief
EVALUATION
Connected to problem
Connected to context
Connected to audience
Revelatory
Valid and logical
JURY
CONTACT
Ilya Petrov
mail@ilyapetrov.com
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BASE Awards presentation

First award for young strategists in Russia

BASE Awards presentation

  1. 1. IN RUSSIA FOR YOUNG PLANNERS 1ST AWARD
  2. 2. BACKGROUND Advertising festivals created the cult of creativity by awarding
 bright works without any strategic
 base behind them
  3. 3. BACKGROUND It’s especially true for Young Creatives
 categories where briefs are usually
 too plain. So winners have nothing
 to do with solving the real problems
  4. 4. EXAMPLE RED APPLE ‘14 Link to the brief NICE OBJECTIVES
 To develop a program to make drivers respect cyclists ZERO STRATEGIC INPUT
 Just generic TA description
 and list of formats. No how.
  5. 5. EXAMPLE YOUNGSTERS ‘15 NICE OBJECTIVES
 To make people subscribe
 to online book service ZERO STRATEGIC INPUT
 Just creative task “to make
 reading popular”. No how. Link to the brief
  6. 6. IDEA 1st Russian award for strategists. We will take briefs from Young
 Creators festivals and give them
 to young planners for investigation
  7. 7. Every creative award needs strategic base
  8. 8. IDENTITY Main logo Simplified logo BASE + Red Apple BASE + Cannes Lions
  9. 9. TASK Client’s brief Creative brief
  10. 10. EVALUATION Connected to problem Connected to context Connected to audience Revelatory Valid and logical
  11. 11. JURY
  12. 12. CONTACT Ilya Petrov mail@ilyapetrov.com

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