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