| Título | Mold 1 |
| Agencia |
BBDO Ukraine
|
| Campaña |
Mold
|
| Anunciante |
Ukrainian Marketing Forum
|
| Marca |
Ukrainian Marketing Forum
|
| Fecha de primera difusión/publicación |
2018 / 4
|
| Sector Empresarial | Publicidad y comunicación
|
| Filosofía | Knowledge gets dated. Earning your degree and quietly working until you retire doesn’t work anymore. The world is changing so quickly that it takes a lifetime to learn your craft. The marketing we studied a decade ago is already dead. In order to demonstrate this, we took Philip Kotler’s cult marketing book and millions of spores of mold, placed them together in a citylight panel and let time show off its strength. In order to get the project to work, we prepared a special layout for the book with perforations for moisture. We experimented to find a material that would allow the mold to spread. We created an environment that was conducive to growing the desired mold while preventing harmful bacteria from disrupting the mold growth. After several unsuccessful attempts, we had to completely abandon the use of toxic materials. We dried out a couple of mold populations and were forced to redesign the citylight panel’s wall construction. This helped create the ideal microclimate, from the illumination to the humidity to the temperature. In short, it was much more difficult than just leaving out a loaf of bread for a week and getting results. After a month of tests, failed attempts and disappointments, we found a solution. Our mold grew. Every day, it spread more. And more. The book began to look older. |
| Medio |
Exterior
|
| Director ejecutivo de creación |
Anze Jereb
|
| Director creativo |
Denis Keleberdenko
|
| Responsable de conceptos / redactor |
Julia Kolesnik
|
| Director artístico |
Maria Plotnikova
|
| Head of Design Studio |
Maria Teterin
|
| Designer |
Togzhan Slyamgaliyeva
|
| Designer |
Kseniya Milchenko
|
| Designer |
Alexandr Onatsky
|
| Account Manager |
Alisa Komm
|
| DIRECTOR DE SERVICIO AL CLIENTE |
Irina Danilevskaya
|
| Chief Executive Officer (CEO) |
Victor Ishkov
|
| Managing Director |
Iryna Bondarenko
|
| Product Manager |
Olga Garaschenko
|
| Cámara (persona) |
Anton Ivanov
|
| Microbiologist |
Galeb Al-Maali
|
| Managing Director |
Olga Tolkunova
|
| Producer |
Ivan Kovalskiy
|
| Department Head |
Viacheslav Sandalchuk
|
| Ambient Project Production |
Viacheslav Sandalchuk
|
| Department Head |
Natalia Perfileva
|
| Ambient Project Implementation |
Natalia Perfileva
|
| Chief Executive |
Dariya Kabanova
|
| Non-TV Media Director |
Yana Sereda
|
| Managing Director |
Alina Kotenko
|
