Agency Task:To develop creative materials based on the defined brand communication platform
Things to consider:• Dial up the importance of Gold• Fast turn around of production
Brief
Russian Standard Gold Brand Platform
Celebrating Golden Moments
Target Audience. Who are they?
• •Successful male, anxious • to earn money• ••Values good • company & friendship• ••Enjoys and cherishes rare• occasions of festivity and celebration
Core desire:There are such moments in our life which we wish to celebrate and make it especially so that our memories will remain vivid as long as they can.
Brand role:RS Gold represents the special occasion choice the best of the best for such golden moments
Selling idea: Для неповторимых моментов жизни**For the unique moments of the life
Concept I
Golden Moments
What Are The Golden Moments
In Life?
What Are e Golden Moments?
Wedding?
Winning Goal Of Your Favorite Team?
What Are e Golden Moments?
What Are e Golden Moments?
Newborn Rhinoceros?
Let’s Think Wider
To Make THEM To Decide
What The Moment To Be Golden One
And Stay With Them As The Special Thing
To Celebrate The Special Moment,
Whenever The Moment Happens
Open In Case Of Special Moment
KeyVisual
Press Ad
TVC
TVC: Open In Case Of Special Moment
POS
Other POS
• Shelf Wooden Boxes With Key• Special Box In Closet Among Expensive Spirits
Special Box
Special Event
Celebrate A Special Moment – Launch Of RSG
• Celebrity Guests - Friends Of RS• PR
Concept II
Unique moments are the most significant,
vivid and ceremonial.
What can be more ceremonial than presentation of the
award to winner?
In such moment holiday reaches its apogee so it's time
for Russian Standard Gold
Deserve Gold
Key Visual
Press Ad
TVC
POS
Promo
Gift Set
Open In Case Of Precious Moment For The Moments Deserved Gold