Cinema Trailer for launch of Eristoff vodka on Russian Market.
Cannes Lions "Young Directors Award" (2011)
Here's explanatory report about the whole campaign on "Russia Today" TV
report on whole advertising campaign from RTVE TV:
The campaign started with a series of internet virals about Wolves being spotted in and around Moscow: "Wolves on a parking lot", "A pack of Wolves on a highway", Wolves by the Kremlin", etc. 6 of these internet Virals preceded the trailer, and they were picked up as real news by TV, radio, print all over the world which stated the Wolves were entering Moscow. Overal the viral campaign received over 10 million hits in the internet in 3 weeks, untill it was revealed that the videos were fake, for the marketing launch of Eristoff.
example of seeding of virals
youtube.com/watch?v=Lk3ibIGKTYA (over 1mln hits)
These virals were picked up by news as if they were real facts, and aired on the largest russian TV stations: 1 ORT, NTV, REN-TV, RT and in other media, etc.
youtube.com/watch?v=xu8JPL9rV4c (ABC TODAY SHOW)
dailymail.co.uk/news/article-1321064/Danger-stopping-WOLVES-road-driving-hairier-Russia.html (DAILY MAIL)
lepost.fr/article/2010/10/15/2266833_alerte-aux-loups-a-moscou.html (LE POST)
The news than travelled the world - from reports on ABC Today Show to Le Post, Bild, Daily Mail, and many of the top news agencies in europe and abroad etc.
This image advert was released after it became clear to the audience that the virals were part of some advertising campaign, as an explanation to the Virals that it was all for Eristoff vodka.
Campaign Case study by Firma agency
PRODUCTION: Bazelevs (Moscow)
PRODUCER: Alexey Borisov
DIRECTOR: Michael Lockshin
DOP: Ulugbek Khamraev
COMPOSER: Maxim Golovin
POST PRODUCER: Yana Sverdlova
1st AD: Alesya Petrovna
CREATIVE DIRECTOR: Alexey Malybayev, Danil Sergeev
PRODUCER: Ekaterina Fedashko
РЕЖИССЕР: Михаил Локшин
ОПЕРАТОР: Бек Хамраев
КОМПОЗИТОР: Макс Головин
ВТОРОЙ РЕЖИССЕР: Алеся Петровна