Hasta La Creative!

Direct Marketing
Colgate

The educational campaign makes use of bathroom mirrors across the AZIMUT Hotel chain, revealing educational messages about water usage. The messages appear when the mirrors become steamy, thanks to anti-condensation substance and waterproof marker. They reveal facts around our use of water, one of the earth’s most valuable resources, and how to avoid wasting it. Thanks to its highly innovative approach, this activation has reached an audience of 48 million in less than a month.

Advertising Agency:Y&R, Moscow, Russia
Executive Creative Director:Federico Fanti
Chief Creative Officer:Jaime Mandelbaum, Y&R Europe
Creative Director:Anna Paralyush
Art Directors:Nikita Nikitin, Margo Zagoskina
Copywriters:Erkin Bekmirzaev, Anton Zimin
Director:Ilya Lebedev
DoP:Pavel Belyavskiy
Artdepartment:Anna Voronyuk
Group Account Director:Daria Trubetskaya
Designer:Igor Erasov, Sergey Pedan
Editor:Daniil Prikhodko
Producer:Elizaveta Chahireva
Production:Action Film
Executive Producer:Alexander Chalenko
Project Producer:Anna Dashkevich
Production Manager:Konstantin Kuzmin
Postproduction:PostPRO18, AdService
Postproduction Producer:Samat Yuzeev, Yana Seredenko
Animation Designer:Egor Kasatsky
Sound Engineer:Valentin Borisevich
Media Placement:Mec