BBDO Moscow Warms Up Animal Charity

The summer has passed but we remember the best days we had on city festivals in Moscow. On one of these festivals BBDO Moscow held a promo “Share your warmth”  for "Zeus" Animal Charitable Foundation

 

BBDO Moscow made a social project for "Zeus" Animal Charitable Foundation trying to attract attention to homeless animals. The project was held at Picnic Afisha festival, the biggest and the most popular Moscow festival with a huge amount of social-active visitors.

The team handed people ice figures of cats and dogs. Ice was melting releasing the card with the link to Zeus Facebook page. Later everyone could find his photo with the melting figure in hands on that page with unique “melting” animation (you can watch it in the video).
 

Problem
The new Zeus Foundation rescues homeless animals and everyday needs on-going support. Unfortunately, Muscovites are tired of hearing about social problems and reluctantly respond to calls for help. How in this situation can we attract people to Zeus Facebook page?
 
Idea
While words are not touching people anymore, we turned to the tactile sensations. We made people physically experience how vital human’s warmth is for homeless animals.
 

Execution
On a hot day at the Picnic Afisha festival hundreds of attendees suddenly felt freezing cold in their hands - they got our unique ice business cards! People were melting the ice shaped as cats and dogs, enthusiastically trying to reach what's frozen inside. When the ice  completely melted in the hand remained the plastic card with Zeus Facebook link.
 
Results
By gently freezing the hands of just a few hundred festival visitors, Zeus Foundation managed to engage the attention of more than 7,000 Facebook users. In just a few days ‘Talking about it’ stats rose by 150%! But the main success has been that hundreds of people caring about homeless animals have joined Zeus Foundation!
 
 

BBDO Moscow

Creative director Nikolay Megvelidze

Creative Group Head Yuri Mikhailov

Art Director Michael Druzhinin

Copywriter Svetlana Popova

Digital Art Director Alexander Lubavin 

Designer Kirill Emelyanov, Pavel Bragin

Photographers Ivan Otchik, Natalia Eliseeva, Boris Moskalenko

Client Service Director Ekaterina Guvakova

Digital Account director Elina Yaroslavskaya

Account managers Maria Savelieva

 
 Zeus Foundation – Linda Sabantseva