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30.08.2005
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Instinct Ad Agency shot a new ad for Lada Kalina
On August 15 a new ad campaign of Lada Kalina was launched. The ad, created by Instinct Ad Agency, appeared practically on air of all Russian national channels: ORT, RTR, STS, etc. The campaign will last till December. Besides the TV, press - automobile, glossy and business editions are involved.
Lada Kalina is the car of B-class, essentially new both for "Avtovaz", the real symbol of its development, and for all Russian motor industry, and one is more strong player in scales of the Russian automarket.
According to Instinct Ad Agency experts the process of suitable idea search was rather complicated. In fact the ad agency had a task not simply to show the new model, but to communicate the scale of Lada Kalina appearance and to position it as the comfortable, dynamical maneuverable car for a modern megapolis.
"Scores of times we visited the factory where "Kalinas" are assembled, the scientific and technical center of "Avtovaz" where they were projected. Test trials were conducted for us. All seen and tested has given us an absolute confidence that Lada Kalina is the new original and modern car of the European level. We liked Kalina we trusted in it", - Svetlana Kotkova, Instinct Ad Agency account-manager, says.
During the work at the ad concept Instinct Ad Agency offered "Avtovaz" company about ten various stories. It was really difficult to make an unequivocal choice in favour of this or that script. Therefore after joint discussions with colleagues from "Avtovaz" three stories, which then were tested in different cities of Russia, have been chosen. The story about "city in love" became the absolute leader.
Ad title: "City"
Slogan: "LADA Kalina. Our city seems to fall in love"
Time-keeping: 45,30, 20 sec
Brand: LADA Kalina
Client: "Avtovaz" Open Society
Creative teamwork:
Instinct Ad Agency:
Creative director, art-director - Roman Firajner
Creative director, copyrighter - Jaroslav Orlov
Account director - Lyudmila Rubanenko
Account manager - Svetlana Kotkova
Strategic planning group chief - Sergey Vladimirov
Producer - Roman Zhirnyh
Fatish Production production-company:
Art-director - Mark Wilkins
Photography director - Toni Michel
Composer: Marko Mejster,
Text - Nina
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