BORODA PROJECT book volume 1 updated
INTRODUCTION
BORODA PROJECT IS AN IDEAS COMPANY Boroda Pro jec t is a n ide a s compa n y. It s mission is to cre at e a nd de v elop in t eres ting a nd essen tia l pro jec t s in t he indus t ry of ide a s. W e h av e s ta rt ed in Februa ry 2011. Since t hen it wa s a time to e xperimen t. A s a result w e h av e se v er a l e x t remely successful pro jec t s avail a bl e.
a branding and communications agency that creates integrated solutions. a new web - based tool for get ting visual inspiration by browsing pictures.
educational courses based on concepting discipline.
Experimental art project items with stories.
IDEAS COMPANY
FRIENDS
friends FRIENDS AGENCY W AS FOUNDED IN NOVEM B ER 2010. AVERAGE EX P ERIENCE OF THE K EY AGENCY P EO P LE IN ADVERTISING AND MAR K ETING IS A B OUT 10 YEARS . AGENCY TEAM IS FORMED F r o m a l u m n i o f t h e t o p a d v e rt i s i n g a g e n c i e s : B B DO / LEO B URNETT / MCCANN ERIC K SON / DIRECT DESIGN / THEY AMSTERDAM / DUVALL GUILLAUME B RUSSEL . The team had worked with the leading brands: P E P SI / LAYS / GILLETTE / REDDS / HOLSTEN / CHEETOS /
K HRUSTIM / ROSNANO / B ASHOIL / Q I W I / W ELLA / EVE / B RAUN / MEGAFON / CS K A / DEL P HIC GAMES / e K Z O / MAGNAT / GOLDEN STANDARD / MCDONALDS / MULTON / DOSHIRA K / K VISTI / LEGO / SAMSUNG / B RUSSELS AIRLINES / DE MORGEN .
CANNES LIONS, EPICA, EUROBEST, GOLDEN DRUM, ADCR, GOLDEN HAMMER, MOSCOW INTERNATIONAL ADVERTISING FESTIVAL, KIEV INTERNATIONAL ADVERTISING FESTIVAL, IDEA INTERNATIONAL ADVERTISING FESTIVAL and much more… And won such awards:
FOR THE PAST FEW YEARS AGENCY TEAM MEMBERS WERE LISTED IN THE TOP-20 RATING OF CREATIVE SPECIALISTS IN RUSSIA.
Friends agency is an agency that is based on the key principals of friendship – o p e n n e s s , h o n e s t y, t r u s t, r e s p o s i b i l i t y a n d lo n g - t e r m r e l at i o n s . W e t r u ly b e l i e v e t h at f r i e n D s h i p a n d b u s i n e s s c a n l i v e t o g e t h e r . W e a r e a n at u r a l e x a m p l e o f s u c h a pp r o a c h . W e b e l i v e t h at f r i e n D s h i p i s a n e x t r e m e ly e f f e c t i v e w ay o f c o m m u n i c at i o n b e t w e e n a c l i e n t a n d a n a g e n c y, b e Tw e e n a c o n s u m e r a n d a b r a n d. Today we can not talk any more about just seller-buyer relations, this statement is a left-over from the past. The world itself is growing in its complexity as well as advertising, brands, and marketing. To address this challenge we need to offer a complex answer. We do believe in one teamwork of agency and client, which will become a base for long relations between consumers and brands. We want brands to become friends with consumers, with people. We do build communications with alive people, not with statistical data. We do not belive in calibrated friendship, friendship is always unique and individual as each relation with each client. The one and only thing that stays as constatnta is our high quality service and breakthrough ideas.
IDEAS COMPANY
CHOOSE THE BEST AGENCY
CHOOSE THE BEST AGENCY We started with a self-promo. One week before the 1st April (April Fool's day) we launched an online rating of advertising agencies. The site very quickly gained popularity in the industry as a result of seeding on popular industry sites and social media. Over 6 days of voting the site was visited by 10000 unique users and got 342954 hits! Of course our own agency won this rating and on the 1st of April we revealed the joke. The project created a great deal of buzz in the industry and the participants' displeasure brought us tangible results. In 5 days thousands of people visited our site.
IDEAS COMPANY
CHOOSE THE BEST AGENCY
IDEAS COMPANY
martini
IDEAS COMPANY
martini
martini
IDEAS COMPANY
Martini held a tender to adopt their new positioning and written manifesto, ÂŤLuck is an AttitudeÂť. Being confident that the format of the manifesto plays no less important role for a new target audience than the content, on the tender we presented not only a written manifesto but a video manifesto. That was probably our biggest victory. Not only did we win the tender but we won against Leo Burnett and BBDO.
IDEAS COMPANY
martini
IDEAS COMPANY
MARTINI
IDEAS COMPANY
martini
TAKEMEHOME MACHINE Martini asked us to highlight the fact that they care about their customers and encourage responsible drinking among clubbers. Many of us know how hard it is sometimes to get home when you're really drunk. That's why we made a Martini and Mini Taxi co-promotion. We set up a special Martini Takemehome Machine in a club. When ordering any Martini cocktail at the bar, people received a straw they can use to blow into the Martini «Takemehome Machine». It measures the blood alcohol content and displays your status depending on the results. If the BAC is high, exceeding a certain limit, people will receive a discount on Mini Taxi services so they can get home safely.
IDEAS COMPANY
martini
IDEAS COMPANY
martini
IDEAS COMPANY
martini
IDEAS COMPANY
martini
IDEAS COMPANY
martini
IDEAS COMPANY
martini
IDEAS COMPANY
martini
WOW AGENCY
WOW AGENCY The challenge was to re-position the agency from the boring segment of production companies to the sphere of bright, creative developers. We created a new name, positioning and a unique corporate identity that, on its own, became a separate channel of communication. We used the simple exclamation WOW as the reaction to all the work that the company does. It became part of the name and has been integrated into all their links instead of www — which also became a brand element in various media. All these wow-links that the agency uses lead you to various interesting or useful content. This was one of those occasions when we presented one idea where there were supposed to be three. And all because there was an idea, that was 100% on-brief, that ‘hit the spot’ and there was no reason to show something else just for the sake of quantity. We were so in love with this idea that we were ready to say, «this way, or nothing».
WOW AGENCY
WOW AGENCY
IDEAS COMPANY
harley bar Challenge: To elaborate an image-building print for Harley Bar whose clients love bikes, especially choppers. Idea: Chopper is not just a motorbike. It is a lifestyle and a spirit that is expressed in everything, even in the way you eat. And Harley Bar knows and feels it better than anyone. Implementation: On the print we show a bar counter and a plate with a steak on it. A flatware is so far from the plate that there is no doubt that a person who placed it there rides a chopper.
har l ey bar
IDEAS COMPANY
POMPEya share opening Challenge: To launch a new website for a well-known Russian music band Pompeya and to make it not only very noticeable online but really-really cheap. Solution: We decided to stage a grand share opening! We blew up FB walls by hiding the new website under share buttons and challenging fans to discover it by simple sharing. Share by share, the website was unveiled by all the fans working together. Results: 3000 Share buttons, 603 290 views on FB alone, solid buzz in lifestyle and music press. In the end around 1 000 000 people got to know about the launch of a new Pompeya website.
P O M P E ya share opening
IDEAS COMPANY
P O M P E ya share opening
IDEAS COMPANY
P O M P E ya share opening
IDEAS COMPANY
PIXRIDE IS A NEW WEB — BASED TOOL FOR GETTING VISUAL INSPIRATION BY BROWSING PICTURES. Each time you press the «Ride!» button Pixride automatically gathers dozens of images from various designer — oriented websites and randomly provides you with super — fast visual boost. Each user can either enjoy browsing the latest and most inspiring pictures, or suggest his new favorite site to be added to the Pixride database that now accounts for 60 resources and is constantly growing. «We’ve developed this project for ourselves, first and foremost. There are more and more sites out there to get designer inspiration from; there is simply not enough time to browse through all these bookmarks. What we have created is a pictures aggregator of sorts, making it convenient to quickly check out what’s new in visual design». Pixride is not simply an picture aggregator, though; it offers a new way of viewing and browsing pictures on the web for anyone who is involved in graphic design. You can set the speed of image display or flip them manually. You can also visit the initial website of each image. Starting fom December 2012 - 32 084 people visited our website, 27 013 of them use it on a regular basis. The audience of the service covers 125 countries. And the service already has a permanent audience. Now we are planning to launch a new version of Pixride upgraded with the help of users’ suggestions: — To sort images according to tags: Design, Typography, Art, Architecture&Interior, Photography, Lifestyle. — To save the images you like in your Ride, to make and look through your albums, to compile moodboards and share them with your friends.
PIXRIDE
IDEAS COMPANY
PIXRIDE
IDEAS COMPANY
PIXRIDE
IDEAS COMPANY
PIXRIDE
IDEAS COMPANY
MADS are the unique authors courses in communication and design which are fully fo cu s e d on the con ce p ting discipline. Courses are helpful for young professionals, students and all others who would like to learn creating ideas weather in brief or without it. Concepting as discipline is a basic subject in all the most famous world advertising schools. Discipline is necessary to lay the foundation of ideas creation, understanding the creative process and structured thinking. These skills are needed to work on communicational projects, in advertising, design or any other business based on active ideas generating.
MADS
MADS were founded in 2011 by creative directors of Friends Moscow agency and one of the most awarded Russian creators — Maxim Ponomarev, Arina Avdeeva, Denis Eliseev and Alexander Zavatskiy. Many MADS' graduates have started working in best Russian agencies and won several advertising competitions. For example Sergey Yanovskiy (MADS 2 graduate) has become the winner of Young Lions Competition 2013 in Cannes. Works of MADS' graduates are estimated by top professionals from Miami Ad School, Wieden&Kennedy, AQKA, THEY, Kolle Rebbe, Proximity, BBDO, Leo Burnett and others.
MADS
All the rest leaves you cold
YOUR CAR is model
MADS
ORIGUMMY
SMART ECO DISCOUNT
MADS
HIDDEN SEX TOYS
WHISKEY
MADS
INVISIBLE POWER
ROLLER-CLEANING
MADS
BOOK4MAte
HORROR MIRROR
MADS
COST-SHARING TAXI
BLOODY HANDS
MADS
PEE BALL
HEINEKEN CAP KICKER
MADS
DONT SPILL
THE PARTEA
STORY STORE
IDEAS COMPANY
ABOUT STORY STORE This was our own brainchild. The idea for this project knocked around in our heads for two years. It changed shape and tried to find the best possible expression for itself. First we found the insight: that we value things not because of their material value but because of the impressions and memories connected with them So we decided to pump items, clothes and other stuff full of emotional value and make a trend out of it. STORY STORE IS AN Experimental art project. all the items have a unique story and proof of the story in the form of an online video linked to a QR code that can be scanned by any smart phone and then watched instantly. All the stories for items are created in collaboration with interesting people. For us, first and foremost, it’s an interesting experiment www.story-store.com
moscow
Copyright Š 2011 Storystore
about
story store
date
We present the project officially on 27.04.2012 at Vinzavod
and fun. A place where our creativity can go crazy. We also believe that Story Store could bring a new, creative format and approach to the industry. The project was launched in December 2011. Story Store has been written about by Satellite Voice and by Thames&Hudson in their new book «Youth Advertising». James Hilton (the founder of AKQA) said, «This project fucking inspires me!» And the biggest success in recent times is that all the local celebrities are interested in taking part in Story Store. Let’s see where it goes.
www.story-store.com
moscow
Copyright © 2011 Storystore
S T O R Y S T O R E — posters
IDEAS COMPANY
POSTERS MADE BY POMPEYA MUSICIAN'S BODIES STORY The group Pompeya released their first posters, and what posters they were! Each poster is made using the bodies of the musicians themselves. Acting as sponges they applied the paint, each on his own poster. ITEM Four posters with portraits of the members of the group, taken from the text of the song "90". Transparent plastic. Acrylic. Format — A1.
www.story-store.com
moscow
Copyright © 2011 Storystore
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — posters
IDEAS COMPANY
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — posters
IDEAS COMPANY
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — shirt
IDEAS COMPANY
THE SHIRT FROM THE COMIC BOOK STORY The artist Misha Blosyak created a comic strip. In the comic strip a «killer-shirt» PLAYED A KEY ROLE AND STRANGLED THE SHABBY OWNER. Now you have the chance to buy this shirt from the comic strip with the identifying stain and comic book in the pocket! ITEM White shirt with a stain from the comic strip. Size M. + Mini comic strip with the story of the shirt.
www.story-store.com
moscow
Copyright © 2011 Storystore
about
the shirt from the comic book
date
11.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — shirt
IDEAS COMPANY
about
the shirt from the comic book
date
11.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
about
the shirt from the comic book
date
11.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
STORY STORE — SNEAKERS
IDEAS COMPANY
SNEAKERS THAT DREW GRAFFITI STORY Famous graffiti artists: Sindik, Brovyan, Snack, Poser - created an illegal street art 30 meters above the ground. What is so special about this piece? Artists used soles of their sneakers to paint. ITEM 4 pair Adidas ZX sneakers, size 41-44.
www.story-store.com
moscow
Copyright © 2011 Storystore
about
sneakers that drew graffiti
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
STORY STORE — SNEAKERS
IDEAS COMPANY
about
sneakers that drew graffiti
date
01.2012
www.story-store.com
moscow
Copyright © 2011 Storystore
about
sneakers that drew graffiti
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
BORODA PROJECT book volume 1 updated www. b o r o d a p r o j e c t. c o m | www. f r i e n d s - a g e n c y. r u www. p i x r i d e . c o m | www. m a d s c o u r s e s . c o m | www. s t o ry - s t o r e . c o m