Adventa LOWE: «The consumers won’t get it!»
Adventa LOWE agency (ADV Group Ukraine) is a creative partner of the 16th Kiev International Advertising Festival developing an advertising campaign "The consumers won’t get it!".
Friends, colleagues, partners!
And it's not just words – this is exactly what we are trying
to bring with this campaign. We are all accustomed to the fact that KIAF is a competition for prizes, awards, name of the best of market. And
it is understandable: the format of the festival means a presence of winners and losers. But behind of all this
we forget about main thing.
Kiev International Advertising Festival is the place where people from industry gather. But the main thing is that within the festival there are no concepts of "Client" and "Agency", "Customer" and "Company". This is a place where the industry representatives can negotiate and solve global issues in an informal manner. In the current economic situation it is impossible to miss this chance.
"It is believed that the festival advertising does not connect with business, and does not apply to the consumer. Is it true or not? The debate is an important, and it goes beyond the thirty second television spots format and outdoor advertising. Therefore, instead of creation of 16th KIAF self-promo we invite to reflect together on this theme at the premiere of the documentary about our advertising", – Alexey Demin, associate creative director Adventa LOWE, commented the idea of the campaign.
"For the first time in the history of the festival, we invite colleagues, partners, friends not to the festival, but to the premiere of the documentary film. It is a new and very interesting format for us. We want to encourage all advertising community not only focus on the advertising competition, but also on the social interaction with each other, on the opportunity to meet and discuss different issues from new ideas to current market challenges". – Maxim Lazebnik, head of the Kiev International Advertising Festival and CEO of the All-Ukrainian Advertising Coalition, said about new format of festival.
The campaign aim of KIAF promotion is to provoke people working in advertising to have open discussions. And a format will stay a surprise, and it will be provocative and interesting.
Within the campaign, the agency is developing a creative idea and production of advertising materials (TV, OOH, POS, design of web-site, web banners, advertising materials for the Facebook-page, souvenirs) for KIAF and Best Marketing Practices conference.
