2012 Results

CAT 29 - Promotions & Incentives (PIE)



Dmitry & Oleg, "The Best Recommendation Ever"29-03861-PIE

Agency (city): Dmitry & Oleg (Moscow)

Creative Director(s): Dmitry Chigirin, Oleg Izosimov

Copywriter(s): Dmitry Chigirin

Art Director(s): Oleg Izosimov

Photographer(s): Dmitry Chigirin, Oleg Izosimov

Movie Editors: Hrant Abovyan, Sergey Teryaev

Movie Director: Hrant Abovyan

Short explanation

How can we tell the advertising world about Dmitry & Oleg and get proof that we are a highly professional creative pair?

We travelled to Cannes to meet 33 gold lion winners and members of the jury. We asked each of them to write one letter on a sheet of paper, and put their signature beneath it. Finally, we joined the letters to make sentences of recommendations: «Oleg & Dmitry are the best», «… smile like Gioconda», «… speak can like Yoda», «… know MS Paint»… We then made video, posters and launched the website.

- Sir John Hegarty, Jeff Goodby and 33 creative gurus from all over the world gave us their recommendations;
- about 100 professional media wrote about the project;
- buzz in Facebook and Twitter;
- 10 000 views in YouTube and Vimeo;
- 1000 visitors on the website www.dmitryandoleg.com every day;
- 18 job offers.

All the people knew about the idea. So they were not just writing letters. They were giving recommendations.


This is a self promotion of Dmitry & Oleg, copywriter and art director from Siberia