Red Apple объявляет победителей 35-го сезона

В юбилейном сезоне Московский международный фестиваль рекламы Red Apple собрал рекордное количество работ, а награды получили самые достойные. 13 ноября прошла церемония награждения — имена победителей и самые яркие кейсы года смотрите в материале.

Московский международный фестиваль рекламы Red Apple уже 35-й сезон подряд задаёт тон рекламной индустрии. Торжественная церемония награждения прошла 13 ноября в рамках Дня контента и креатива на НРФ’9 и стала кульминацией фестиваля. На одной сцене собрались главные герои сезона — команды, которые отличились смелыми креативными идеями и эффективными стратегиями.

Международные эксперты из 42 стран Европы, Азии и Латинской Америки отметили лучшие кейсы. По результатам голосования из 1100+ поданных проектов 206 работ получили награды.

Главные цифры 35-го сезона:

• 2 Гран-при
• 30 золотых наград;
• 76 серебряных наград;
• 98 бронзовых наград.

Члены жюри отметили уникальную способность креаторов оживлять традиции с помощью современных технологий: визуальные образы, музыка, культурные отсылки. Основное отличие работ-лидеров заключалось в продуманной стратегии и связи между проблемой, креативным решением и результатом. А работы победителей из России передали самобытность российской рекламы.

Жюри фестиваля высоко оценили кейсы «Восхода» — агентство получило 8 наград в блоке Creative и и стало агентством года, а также получило специальную награду Brand Keeper вместе с клиентом «Брусника».

Teammate завоевали золото и стали агентством года в блоке Marketing и доказали, что традиции — это мощный драйвер инноваций. В центре кампании оказался гиперлокальный и глубоко национальный образ — баба Зина. Но именно он стал тем универсальным ключом, который открыл сердца аудитории в цифровой среде.

Кроме металлов были вручены и специальные награды:

• Агентство года — «Восход»;
• Агентство года в блоке Creative — «Восход»;
• Агентство года в блоке Marketing — Teammate;
• Агентство года в блоке Media — SkyTecKnowlogy;
• Рекламодатель года — «Брусника»;
• Brand Keeper — «Восход» и «Брусника»;
• Специальная награда за масштабную рекламно-информационную кампанию в сфере социальной ответственности — Департамент здравоохранения города Москвы за рекламно-информационную кампанию «Стану мамой»;
• Специальный приз за культурную кампанию — Like Group и SIBUR за Science is the new cool. SIBUR and OLOVO have redefined the image of the modern scientist;
• Специальный приз за лучший кастинг — телеканал «Домашний» за The “Turkish Weekend” video series: Fortune Teller, Addition to the family, Meet the parents.

Полный список победителей:

Гран-при

Creative

• Voskhod — GUN, Manizha & Voskhod for Peace

Marketing

• Realweb, Zebra Hero, DIDENOK TEAM — A planet unfit for life

Золото

CREATIVE

Advertising Excellence

The lowest budget creative solution
– Voskhod — Brusnika Developer. Because we’re neighbors

Excellence in Audio

Best Sound Design
– The Clients — TATE — The Symphony of Hospitality

Video craft

Long-form content
– Voskhod — GUN, Manizha & Voskhod for Peace

Best Editing
– Voskhod — Tochka. Change your work

Best Visual Effects and Animation
– Contrapunto — ECQWA. Caring for the nature of things

Best Music
– Voskhod — GUN, Manizha & Voskhod for Peace
– The Clients — TATE — The Symphony of Hospitality

Best Direction
– Voskhod — GUN, Manizha & Voskhod for Peace
– The Clients — TATE — The Symphony of Hospitality

Creative communication strategy

Excellence in Creative Strategy
– Voskhod — Brusnika Developer. Because we’re neighbors

Video: Sectors

Banks and finance
– Voskhod — Tochka. Change your work

Realty
– The Clients — TATE — The Symphony of Hospitality

MEDIA

Channels

Best Use of Audio Platforms
– BBDO — Synesteaser

Best Use of Print / Outdoor
– BBDO — Solar Boards

Best Use of Ambient Media
– Yandex Eats — Summer to the Table

Content

Best Collaboration
– Like Group — Science is the new cool. SIBUR and OLOVO have redefined the image of the modern scientist.

Sectors
Automotive
– Zebra Hero & After Agency — Unsticking Stereotypes

MARKETING

Marketing Disciplines

Best Use of Data
– Avito x 12 Creative (KB-12 Group of Companies) — Avito Travel: The Irony of Fate — Everything Will Go as Booked

Marketing Effectiveness

Creative Effectiveness
– Salmon — Yasen Kvasen

Breakthrough on a Budget
– Salmon — Yasen Kvasen

Short term effect
– Teammate — «Pyaterochka» & Atomic Heart collaboration

Brand Launch / re-launch Campaign
– Salmon — Yasen Kvasen

Campaigns: Sectors

Non-profit
– Realweb, Zebra Hero, DIDENOK TEAM — A planet unfit for life

Telecommunications
– Contrapunto — ALTEL. HOW THE NATIONAL MOBILE OPERATOR HELPED SMALL BUSINESSES MAKE A NAME FOR THEMSELVES

Activations / B2C

Best Direct Marketing Campaign / CRM
– BBDO — Wishables

Best Non-profit Campaign
– Realweb, Zebra Hero, DIDENOX TEAM — A planet unfit for life

Activations / B2B

Best Event Marketing Campaign (Including Sponsorship)
– MANGO OFFICE — HR Opera “The Hiring Machine”

Digital Campaigns

Experience Marketing
– Avito x 12 Creative (KB-12 Group of Companies) — Avito Travel: The Irony of Fate — Everything Will Go as Booked

YOUNG CREATORS

Young Creators / Indoor / Outdoor for non-profit
– Ekaterina Gatovskaya, Mariia Seregina, Anna Yaprynceva — On the way home для Nochlezhka

Young Creators / Creative Сampaign
– Mariya Sycheva, Lily Tagiltseva — VOICEOVER IT для VOICE

Серебро

CREATIVE

Label and Packaging

Food Products
– Brand Hub — Ration
– Depot branding agency — CartOfFun – surrealistic potato chips

Digital OOH: Sectors

B2B
– Агентство «Родная Речь» — Terrabyte

Outdoor & Indoor: Sectors

Retail & Consumer Services
– Агентство «Родная Речь» — Nalichniki in «Vkusno — i tochka»

Advertising Excellence

The lowest budget creative solution
– BBDO — Wishables

Video craft

Best Art Direction
– Voskhod — GUN, Manizha & Voskhod for Peace

Best Art Direction
– Voskhod — Tochka. Change your work 
– Contrapunto — ECQWA. Caring for the nature of things
– The Clients — TATE — The Symphony of Hospitality

Best Editing
– Voskhod — GUN, Manizha & Voskhod for Peace
– The Clients — TATE — The Symphony of Hospitality
– Friday! TV Channel — Project Midnight

Best Visual Effects and Animation
– Voskhod — Tochka. Change your work

Best Script
– Voskhod — GUN, Manizha & Voskhod for Peace

Best Direction
– Voskhod — Brusnika developer. Live a life
– Voskhod — Tochka. Change your work
– Contrapunto — ECQWA. Caring for the nature of things

Creative communication strategy

Excellence in Creative Strategy
– Yandex Creative Studio 7.47 — Yandex VS Google
– MANGO OFFICE — The rock opera “The Hiring Machine”: a creative strategy for generating demand for complex IT solutions in the HR environment

Creative use of PR

Best PR-campaign for B2C
– Voskhod — Brusnika Developer. Because we’re neighbors

Communication design

Corporate Identity
– TDI Group Agency (Russia) — Stone Age 2.0
– ENDY — Breadbery. Baked from flour and dreams
– DDVB — Sreda. A wide-open look in search for new thing

Influencer and Content Marketing

Selfpromo
– Working Title Bureau — Basics of Video Production

Collaboration
– Teammate — «Pyaterochka» helps out while you’re AFK
– The Clients — TATE — The Symphony of Hospitality

Interactive: Technology

Creative Use of O2O
– Voskhod — Brusnika Developer. Because we’re neighbors

Integrated Campaign

Mixed Media
– Voskhod — Brusnika Developer. Because we’re neighbors

Video: Sectors

Realty
– Voskhod — Brusnika developer. Live a life

Film for non-profit
– Zebra Hero — The Lifeless Planet

Retail & Consumer Services
– Yell Bangkok — FUEL HATERS

Automotive
– Zebra Hero & After Agency — Unsticking Stereotypes

Other FMCG
– Contrapunto — ECQWA. Caring for the nature of things

Branding

Non-Digital Branded Content
– Агентство «Родная Речь» — Nalichniki in «Vkusno — i tochka»

Rebranding / Repositioning Campaign
– TDI Group Agency (Russia) — Stone Age 2.0

MEDIA

Sectors

Non-profit
– Realweb, Zebra Hero, DIDENOK TEAM — A planet unfit for life

Content

Best Branded Content
– BBDO — Wishables

Channels

Best use of channels for non-profit
– Громкие рыбы — 10% for life

Best use of single medi
– FUSE MDG (Media Direction Group), OMD Media Direction (Media Direction Group) — Borjomi for lunch? – elementary, with Elementaree
– Mediaminded, Content+ — The circle of baby goods driven by Huggies and Avito

Best Use of AdTechnology/MarkTechnology
– Hate Agency — “Sobeseding” is a Telegram bot with AI for hh.ru

Best Use of Ambient Media
– BALAGAN — «All brands are now on Ultima Yandex Market, but here…». Offline project in storefronts
– Агентство «Родная Речь» — Nalichniki in «Vkusno — i tochka»

Best Use of Screens
– SkyTecKnowlogy, GPM Ads — T-Bank & Titany

Media Excellence

Media excellence for non-profit
– TrendFox, What if Semin? — Drop a Toy
– State Autonomous Institution “Mediacenter” — “Becoming a mother” awareness campaign

Best Use of Media in Limited Budget
– FUSE MDG (Media Direction Group), OMD Media Direction (Media Direction Group) — Borjomi for lunch? – elementary, with Elementaree

MARKETING

Digital Campaigns

Online Guerrilla & Ambient
– REDKEDS — NAURYZ | A font that built brand loyalty

Online Guerrilla & Ambient
– Salmon — Yasen Kvasen

Digital Campaigns
– Teammate — «Pyaterochka» & Atomic Heart collaboration
– Okkam Creative — Our Walls

Activations / B2C

Best AI-Powered Activation
– Mate Digital — MegaKinometer — How AI Turned Emotions into Subscriptions for “MegaKino”

Best Integrated Campaign
-MOSAIC + BBDO — MTS – Tariff REEL

Best Event Marketing Campaign (Including Sponsorship)
– Picturer — How to Take Off an Airplane & Match Made in Heaven: A Sky-High Collaboration Between the Dating Service Mamba and Pobeda Airlines

Best Sales Promotion Campaign
– Teammate — «Pyaterochka» & Atomic Heart collaboration

Campaigns: Sectors

Telecommunications
– Affect — BeshG by Altel
– MOSAIC + BBDO — MTS – Tariff REEL

State Sector
– SCOTCH / Dalee Media — Don’t Call My Babushka

Banks and finance
– DDB Navigator — VTB Classics

Media / Entertainment
– KION — What hides behind the veil of a happy life?

Automotive
– ad.nomad — The Country of Contradictions

Consumer Durables
– GREAT — No more dancing on ice.

Marketing Effectiveness

Creative Effectiveness
– Yandex Magic Camp — New generation’s taxi
– MOSAIC + BBDO — MTS – Tariff REEL

Marketing Disciplines

Best Use Of Collaboration
– Contrapunto — ALTEL. HOW THE NATIONAL MOBILE OPERATOR HELPED SMALL BUSINESSES MAKE A NAME FOR THEMSELVES
– Teammate — «Pyaterochka» & Atomic Heart collaboration
– Panda Digital — Awkward-date insurance

Best Use Of Sponsorship
– Creative Agency MEL — The observatory Ultima Yandex Go at New star camp’24

Best Use of Direct Tools
– BBDO — Wishables

Best Use of Sales Promo
– Affect — BeshG by Altel
– Teammate — «Pyaterochka» & Atomic Heart collaboration

Influencers
– GREAT — No more dancing on ice.

Best Use of Branding and Design
– emg — Turning a campaign into a youth movement

Best Use of Public Relations
– Yandex Eats — Yandex Eats x Vkusno i Tochka

YOUNG CREATORS

Young Creators / Indoor / Outdoor for non-profit
– Mariya Sycheva, Lily Tagiltseva — VASYA WAS HERE для Nochlezhka

Young Creators / Design
– Gritsaeva Alexandra Vladimirovna, Axenova Alexandra Dmitrievna — DODOBOX The Dodo World для DoDo pizza

Бронза

CREATIVE

Label and Packaging

Packaging for Non-standard Items
– Nikolay Pere — Book “Cut The Excess”

Other FMCG & Consumer Durables
– Suprematika — Skincare for Those Who Are in a Rush to Live

Food Products
– ENDY — Legends of the Polar Circle

Video craft

The best casting*
– Voskhod — Brusnika developer. Live a life
– DDB Navigator — VTB Classics

Long-form content
– SberMarketing — Short subject. An anthology film “Russia, I love you”

Best Art Direction
– MORE — “Let’s gather”
– DDB Navigator — VTB Classics

Best Editing
– Voskhod — Brusnika developer. New Year Eve in new flat
– DDB Navigator — VTB Classics

Best Visual Effects and Animation
– Tribute CG — Kaspersky NGFW: A New Hope

Best Script
– The Clients — TATE — The Symphony of Hospitality

Best Direction
– DDB Navigator — VTB Classics

Creative communication strategy

Creative breakthrough solutions
– Zebra Hero & After Agency — Unsticking Stereotypes

Creative use of analytics and audience insights
– Okkam Creative — Our Walls

Excellence in Creative Strategy
– MOB — Big Balls Club
– Okkam Creative — Our Walls

Creative use of PR

Best Viral PR Campaign
– Specials — Outdoor ad with burnt skin

Best PR-campaign for B2C
– Yandex Eats — Yandex Eats x Vkusno i Tochka

Communication design

Graphics communication
– Агентство «Родная Речь» — Terrabyte

Communication design for non-profit
– Enredo Brand Innovation — Peixara: Branding a movement for river conservation

Visual communications
– Yell Bangkok — Nolingual Font

Corporate Identity
– Suprematika — Design Tigers
– Suprematika — The Center of Childlike Wonder
– Depot branding agency — the SAG level

Interactive: Technology

Best Creative Use of Gaming Platforms
– Teammate — «Pyaterochka» and Lizards mut die 2 collaboration

Creative Use of Data
– Okkam Creative — Our Walls

Integrated Campaign

Non-profit / Charity
– Realweb, Zebra Hero, DIDENOK TEAM — A planet unfit for life
– Громкие рыбы — 10% for life

Mixed Media
– Zebra Hero & After Agency — Unsticking Stereotypes
– Yandex Eats — Summer to the Table

Video: Sectors

Banks and finance
– DDB Navigator — VTB Classics

Realty
– Voskhod — Brusnika developer. New Year Eve in new flat

Film for non-profit
– MORE — “Let’s gather”

Branding

Creative Brand Experience
– MANGO OFFICE — The Rock Opera “The Hiring Machine”: a Creative Brand Experience for the HR community
– BBDO — Wishables

Best Branding Tools
– TDI Group Agency (Russia) — Stone Age 2.0

Rebranding / Repositioning Campaign
– Suprematika — The Museum That Teaches to Look Beyond Horizon
– Enredo Brand Innovation — Peixara: Branding a movement for river conservation

Audio Medium

Streaming / Downloadable Content
– Ruport — The voice of the city

MEDIA

Content

Best Collaboration
– ICE Agency — GrEAT Art

Best Branded Content
– SkyTecKnowlogy, GPM Ads — T-Bank & Titany

Channels

Best use of single media
– SkyTecKnowlogy, GPM Ads — T-Bank & Titany

Best use of single media
– SkyTecKnowlogy — You wouldn’t even dream how reliable a bank without branches can be

Best Use of Media Innovation
– McCann — T2 is changing the rules of the game in outdoor advertising

Best Use of Mixed Media
– Yandex Magic Camp — Nowruz. The holidays start with a ride

Best Use of Events and Stunts
– MANGO OFFICE — HR Opera “The Hiring Machine”

Best Use of Ambient Media
– Yandex Magic Camp — Businessaurus

Media Excellence

Best Use of Media in Limited Budget
– Ailove — Gamification from Samokat: Kroshechka

Excellence in Media Insights & Strategy
– Mediamaker — TV Ads – Pizza on the table

MARKETING

Digital Campaigns

Digital campaigns for non-profit
– Громкие рыбы — 10% for life

Experience Marketing
– Re:evolution / blacklight — Vacancies lab
– IT-company KTS, The Future Agency — Orevo

Innovation
– SberMarketing — Tour to Kustodia

Digital Campaigns
– Okkam Creative — Dress-me-kids
– Teammate — «Pyaterochka» helps out while you’re AFK
– SberMarketing — Tour to Kustodia

Activations / B2C

Best AI-Powered Activation
– Re:evolution / blacklight — Vacancies lab

Best Use of Strategy
– emg, CATHOUSE Production — HONOR X9c — Proved by Russia
– PHD (Media Direction Group), FUSE MDG (Media Direction Group) — My Lipstick – My Rules

Best Brand Loyalty Campaign
– Avito — Good stories start like this: Avito’s new positioning in support of its social mission

Best Integrated Campaign
– Realweb — Back to School: How AUCHAN won the hearts of Gen Z and Alphas in three dimensions
– GRAPE — Avito Services. Antistress for your tasks
– Kopernik — Radost. Bringing joy back to Omsk
– OJ Group — Lay’s Dream Football Team
– SkyTecKnowlogy, RoRe — Changing the Name Without Changing Ourselves

Best Trade and Retail Marketing Campaign (Including Merchandising)
– emg — Jubilee Fairy Tales

Best Event Marketing Campaign (Including Sponsorship)
– Агентство «Родная Речь» — Love Cup – beeline’s love show about gaming

Best Sales Promotion Campaign
– Teammate — «Pyaterochka» and Lizards mut die 2 collaboration

Campaigns: Sectors

Telecommunications
– McCann, Initiative — Rebranding by Other Rules: from Tele2 to T2

Marketplace & e-commerce
– GRAPE — Avito Services. Antistress for your tasks
– OXYGEN — Ozon Corp

Realty
– Blacklight — Made in PIK. Based on Real Constructions

Non-profit
– Dzen — The Power of Culture

Automotive
– Yandex Magic Camp — New generation’s taxi
– Yandex Magic Camp — Nowruz. The holidays start with a ride

Healthcare
– emg — Turning a campaign into a youth movement

Consumer Durables
– emg, CATHOUSE Production — HONOR X9c — Proved by Russia

Marketing Effectiveness

Short term effect
– Zebra Hero & After Agency — Unsticking Stereotypes
– Affect — BeshG by Altel

Breakthrough on a Budget
– Askona — DreamDrive: Moscow Chronicles

Creative Effectiveness
– YELLOW YETI — Toad Training
– Агентство «Родная Речь» — Ours, like we all are
– Yell Bangkok — OM3GANG

Marketing Disciplines

Best Use Of Collaboration
– Affect — BeshG by Altel
– Teammate — «Pyaterochka» and Lizards mut die 2 collaboration
– ICE Agency — GrEAT Art

Best Use of Digital Tools Including Mobile
– OXYGEN — Spellcasters

Best Use of Event
– MANGO OFFICE — HR Opera “The Hiring Machine”

Influencers
– Goose Gaming — SLAY
– Blacklight — Made in PIK. Based on Real Constructions

Best Use of Public Relations
– Panda Digital — Pivnov Hradec
– G communications — Smartavia: Values At The Height

YOUNG CREATORS

Young Creators / Indoor / Outdoor for non-profit
– Kondukou K.S., Volchkou A.N. — Disappeared, and I’m glad I did для Nochlezhka
– Leonov Konstantine Olegovich — Street Exit Navigator для Nochlezhka

Young Creators / Creative Сampaign
– Akulyan Arianna, Gorodilova Arina, Danilina Anastasia — Oh, tell me more! Для VOICE

Young Creators / Design
– Leskina Yekaterina Demyanovna, Yeleussiz Shyngys Lesmov — DodoBirdieBox для DoDo pizza
– Daria Maksimova, Maria Ainagulova, Arina Isaeva — Dodo Box. A New World of Adventure для DoDo pizza

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