The Drum Awards for Marketing EMEA - Awards Show

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Date: Feb 2019
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People want to show a warm attitude to the ones we love, especially on Valentine’s Day, but don't forget about the cats. Sheba and BBDO Moscow decided to change this unfair situation and rush into the holiday to remind you about a gift for your pet.

The brand and agency launched the 'Thriller' digital campaign that parodied the famous genre and took an unconventional approach to seasonal activations. Most brands choose the traditional way to speak with their audience on holidays. Sheba opted out of the “sweet” communication and turned it into an ironic campaign.

The campaign includes online video, banners, promotional posts in social networks, on the brand's website and on YouTube. There was a surprise for cat owners on Valentine’s Day: sentimental and cute pictures were hacked by a mesmerizing cat that made you powerless.


Client: Mars Russia

Olga Kostrova — Marketing Director

Anna Kulagina — Senior Brand Manager, SHEBA

Ksenia Somova — Leadership Management Trainee, SHEBA

Natalya Mikhaylova — Media & Digital Head

Alina Ogorodova — Digital Communications

Agency: BBDO Moscow

Natalya Tsyganova — Managing Director

Alexey Fedorov — Executive Creative Director

Alena Ivanova — Creative Group Head

Anna Kuzicheva — Digital Art Director

Albert Gizatullin — Junior Art Director

Yulia Belyakova — Web designer

Polina Ignatieva — Digital Strategic Director

Julia Chmyr — Senior Strategic Planner

Irina Ni — Junior Strategic Planner

Irina Noruzi — Head of TV Production

Mery Asatiani — Producer

Pavel Filippenko — Music Producer

Anastasiya Dubrovskaya — Business Director

Katrin Auashria — Account Director

Varvara Sidorova — Senior Account Manager