Winners 2012

Make the politicians work!

Year/ID: 2012 / V85009G12
Group: V Public relations
Subgroup: V85 Unconventional communication
Award: Golden Drum
Product and services: MediaRegistrant: VOSKHODCountry: RUSSIABrand name: Ura.ruAdvertiser: Ura.ruAdvertising agency, city: Voskhod, YekaterinburgArt director: Vladislav DerevyannykhCopywriter: Evgeny Primachenko, Egor GavrilinCreative director: Andrey GubaydullinDesigner: Dmitry MaslakovPhotographer: Alex TAccount Director /Manager: Pavel Skosyrsky
Campaign idea explanation: Quality of roads is the eternal problem of Yekaterinburg – the fourth largest city of Russia. The local site URA.RU, which writes about life in the city, decided to remind politicians that it is their duty to repair the roads. The problem is – our politicians don’t care about potholes. Their only worry is their own public image. We associated road holes with the images of certain politicians. In the night, on three potholes in city center, we drew faces of the governor, the mayor and the vice-mayor. The news about caricatures became a sensation. With this intense PR the politicians were no longer able to sit idle. The holes were fixed. The news about the action was released in more than 300 media venues, the website traffic on URA.ru doubled. The officials at last started to do their jobs.