INTRODUCTION
INTRODUCTION OR HOW BORODA Project CAME ABOUT A few years ago we had a make or break situation: a few of us were out on the town chatting and discussing our plans for the future when, out of nowhere, within the next two minutes we were having a massive row. One person wanted to set up an agency together right there and then, another suggested «making» a baby together right there and then, a third person stood to one side and silently smoked on a cigarette. It was neither the time nor the place. After a few years both the time and the place were right… Eliseev tells various interesting stories about how the Boroda Project name came to him. Everyone else feels it was a lot more trivial and that most likely it was just his subconscious dreaming about rough facial hair growth that overcame him and eventually us. Everything started spontaneously by mutual consent without force
or disagreement. In the beginning it was decided not to formalize our relationship and start with an open relationship. That is how the freelance band Boroda Project came to be. It was no more complicated than organizing a party for 100 people, which we in fact did. To not go to Duval Guillaume, to leave Leo Burnett, BBDO, Direct Design and return from Miami Ad School to 40 cramped square meters of office with one table and an unstable salary was far more complicated. We had our fair share of arguments and complaints, but belief in ourselves and each other brought us to that very first office every day and in a flash lead to something a bit more serious. This is how we completely naturally made our relationship official in February 2011. We transformed from a «freelance band» into an «ideas company». It was from that very moment that time began for us.
INTRODUCTION
B orod a P ro j e ct — id e a s co m pa n y or w h at e v e r a g e nc y
Boroda Project — ideas company or whatever agency? A year ago we were still battling against the label «advertising agency». We struggled to define why but we were conscious that a person who is able to ideate cannot ideate in one direction alone, within one area, one media channel or only one instrument. Limiting ourselves to creating communication got boring and we felt that the world of advertising was also getting bored and it was just about to go beyond those limitations. It then did exactly that in the wake of Nike Plus.
We started to call ourselves the «whatever agency», while we looked at different words. At least it was honest. And then we found them, as the following tag line appeared under our name – the ideas company. Our motto: think bigger, to be more accurate. It does not make sense to establish boundaries, if the idea or the most effective solution can only be found beyond them. We work at the intersection of various spheres, we use our experience from the worlds of marketing,
branding and communication to create projects, start-ups and products and vice-versa.
Boroda Project is a team of 5 contentmakers who create and develop their projects.
B orod a P ro j e ct — id e a s co m pa n y or w h at e v e r a g e nc y
B orod a P ro j e ct — id e a s co m pa n y or w h at e v e r a g e nc y
B orod a P ro j e ct — id e a s co m pa n y or w h at e v e r a g e nc y
R u l e s to l i v e b y
Denis Eliseev  spontaneous creator I have never had and never will have a hobby. I devote all my free time to my business. There is one thing that I will never be able to learn: how not to do what I like doing! I hate holidays. It's really inconvenient to work during holidays. If you really believe strongly in something, it will definitely come to life, whether you want it to or not. In order to sell something interesting to a client, first you have to create something interesting. I hate squared paper... My biggest problem is that I put everything off until tomorrow! But I promise that I will stop doing this tomorrow! I adore problems and difficulties, because they have made me what I am today. I am lucky enough to work with my friends! The only thing I love more that my work is my wife!
The one who got us started
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Arina Avdeeva
creative entrepreneur Alone, I am a real coward. Next to a coward, I am the bravest of the brave. In life there are no problems. Only issues that we need to solve. Luck is part of your character. I want to build my own mountain. Everyone can make something genius, while being a genius is not for everyone. The only KPI for success is the time spent on it. In order to rule the world, you must first rule yourself. No film or picture can inspire me. Only people. My work is a hobby I get paid for. In order to do something, all you have to do is do it. Sometimes laziness leads to progress, because it is the biggest annoyance and motivates you at the same time.
The one who did not let us give up
R u l e s to l i v e b y
Maxim Ponomarev thought leader
Sometimes I get the feeling I was born as the wrong person, in the wrong place at the wrong time. In business you never know what will go wrong and that really keeps you in shape! Jarmush’s “Coffee and Cigarettes” — is the story of all my mornings. I could watch Nike ads for ever…and still do nothing. As a kid I dreamt of becoming a hitman. Then I wanted to become an archeologist. Then all I wanted was to be involved in cyber-sports. Basically I have no idea how I ended up in advertising. I do not like people who just do their job. I start to get nervous if I do not understand something. I am always late. I sent this text a week late. How I managed to be born on time, I will never know.
The one who made everything work
R u l e s to l i v e b y
Alexander Zavatsky visual perfectionist
It is very frustrating when at 30 you understand that laziness still has an influence over you. I do not really like big companies. I think the feeling is mutual. The worst possible thing that could happen to me already did. I am blond! It is not so damn easy to promise yourself you will do something and then actually do it! So many things get on my nerves in this life that I am surprised I am able to keep a balance between my good and bad moods. I am unable to change for someone else. That is how things stand today. The only difference between working in a corporation and being the owner of your own business is that there is no need to desperately lie to anyone. Conversations about politics drive me crazy. I always sided with the villains over the heroes. But seriously, who needs a hero? That’s why if I were an actor I would only play villains. Before breakfast and after breakfast — I smoke. And that’s the way it is with every event in my life. I like all that primitive Brit-pop music stuff.
The one who made sure that everything is how it should be
R u l e s to l i v e b y
Denis Lazarev money maker
In order to win you often have to battle with yourself. Little steps move us forward more effectively than waiting for a big leap. I adore anything mechanical - especially cars and motorcycles. It’s my passion. I have never smoked and I can’t stand the smell of smoke, especially when eating. We all exchange energy. The more energetic among us pass it on to those who have less. Therein lies the harmony. I get tired of people quickly. But I can’t go a long time without people around me either. I try to maintain a balance. I am fond of small goals. I haven’t formulated one big one yet, such as the meaning of life. I was born in the summer. That’s probably why I hate the winter. Skating somewhat eases the effect of the snow and frost. You feel the flow of time at its most intense when you don’t do anything. Time then becomes sticky and drawn out. It is really tough to stop and start to make head or tail of one’s own thoughts, goals and wishes. Just as it seems to be the right time I immediately fill it with some other activity. Family is my biggest value. There is nothing more incredible, than when your son asks you a tough question and when your wife’s eyes beam with happiness.
The one who makes sure that things grow
FRIENDS
IDEAS COMPANY
friends Each of us over the course of 6 years has absorbed work experience in the top advertising and design agencies: Leo Burnett, They, Duvall Guillaume, McCann Erickson, BBDO and Direct Design. During this time we got to work with such clients: BALTIKA, EVE, TUBORG, HOLSTEN, REDDS, PEPSI, RICH, DOBRY, NICO BIOTIME,
LAYS, XRUSTIM, CHEETOS, SNEAKERS, TWIX, WHISKAS, MCDONALD’S, DOSHIRAK, KVISTI, INMARKO, EKZO, MAGNAT, BRAUN, GILLETTE, VENUS, TIDE, HERBAL ESSENCES, WELLA, IKEA, CSKA, DELPHIC GAMES, MERCEDES-BENZ, CHRYSLER, JEEP, LEXUS, BEELINE, TELE2, MEGAFON, MTS, SKYLINK, SAMSUNG, BASHNEFT, ROSNANO, TNK BP, MDM BANK, RUSSIAN CAPITAL BANK, RUSSIAN STANDART, SVIAZNOI BANK, QIWI, GENAU, NEWS OUTDOOR, ALUTECH, CINEMA CLUB, LEGO, BRUSSELS 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:
Of course, with such extensive and successful experience in advertising, our first project was the branding and communication agency, that after a little thought we started to call FRIENDS. Why Friends? Because we are friends. We want our clients to become our friends and people to relate to their brands like friends. In everything we do, we try to be friendly to the world around us, to people and to each other. And, since we have nothing to hide, Friends is also our favorite TV Series.
BORODA PROJECT 2011
FRIENDS
IDEAS COMPANY
Check our video!
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C H O O SE T HE B ES T AGE N C Y
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.
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Martini held a tender to adapt 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.
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MA R T I N I
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Look here how it turned out
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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.
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Look here how it turned out
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L O VE V I EW
LOVE VIEW This young and friendly video production company is convinced that the deeper meaning behind their work is love. They love video and do everything in their power to make sure that those who watch their product also come to love video. Everything they do, they do with love. We could relate to this approach so we ran with that thought and did the same and created their visual identity with love. The foundation for our solution was to take a simple heart shape and transform it into a play button. Now, it will be a whole lot easier for the guys to touch people’s hearts with their video projects.
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W O W AGE N C Y
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».
W O W AGE N C Y
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IDEAS COMPANY
addventures An adventure aggregator that can create routes, with the functionality to add new points on the map that are yet to be covered.
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MA D S
All the rest leaves you cold
Oleg Palchinsky ART-DIRECTOR
Misha Ira Grigorovich Zhirikhova COPYWRITER
COPYWRITER
Tatiana Poznanina Illustration
MA D S
Mascara
Inga Mirsanova
COPYWRITER / ART-DIRECTOR
MASKED BROTHERS Production
Mads
Maxim Denisov
ART-DIRECTOR
Semyon Poliakovskiy
COPYWRITER
MA D S
Mads
Maxim Denisov
ART-DIRECTOR
Semyon Poliakovskiy COPYWRITER
MA D S
ORIGUMMY
Misha Blosyak
ART-DIRECTOR
Sasha Blosyak
ART-DIRECTOR
Nikita Starun
COPYWRITER
Evgeniy Surov
COPYWRITER
MADE BY GAY
Oleg Palchinsky ART-DIRECTOR
Ira Zhirikhova COPYWRITER
Misha Grigorovich
COPYWRITER / ART-DIRECTOR
MA D S
HIDDEN SEX TOYS
STAS SINITSYN
COPYWRITER / ART-DIRECTOR
WHISKEY
STAS SINITSYN
COPYWRITER / ART-DIRECTOR
MA D S
If you see
Maxim Alimkin
ART-DIRECTOR
Natalia Tihomirova COPYWRITER
ROLLER-CLEANING
Stas Sinitsin
ART-DIRECTOR
Julia Andriyanova COPYWRITER
MA D S
Too much awards
Diana Kim
COPYWRITER / ART-DIRECTOR
Anastasia Markelova Photo
MADS
Too much awards
Diana Kim
COPYWRITER / ART-DIRECTOR
Alina Bulakh Photo
HORROR MIRROR
Maxim Denisov
ART-DIRECTOR
Semyon Poliakovski
COPYWRITER
MA D S
A l l th e r e s t l e av e s you co l d. CW Misha Grigorovich CW Ira Zhirikhova AD Oleg Palchinsky Illustrator Tatiana Poznanina
A l l th e r e s t l e av e s you co l d. CW Misha Grigorovich CW Ira Zhirikhova AD Oleg Palchinsky Illustrator Tatiana Poznanina
M a s cara. CW/AD Inga Mirsanova Production MASKED BROTHERS
M A DS. CW Semyon Poliakovskiy AD Maxim Denisov
M A DS. CW Semyon Poliakovskiy AD Maxim Denisov
M A DS. CW Semyon Poliakovskiy AD Maxim Denisov
O RI G U M M Y. CW Nikita Starun CW Evgeniy Surov AD Misha Blosyak AD Sasha Blosyak
M A D E BY G AY. CW Ira Zhirikhova AD Oleg Palchinsky CW/AD Misha Grigorovich
H I D D E N SE X T OYS. CW/AD Stas Sinitsyn
W H IS K EY. CW/AD Stas Sinitsyn
I f you s e e. CW Natalia Tihomirova AD Maxim Alimkin
RO LLE R-C LE A N I N G. CW Julia Andriyanova AD Stas Sinitsin
T oo much awards. CW/AD Diana Kim Photo Anastasia Markelova
T oo much awards. CW/AD Diana Kim Photo Anastasia Markelova
T oo much awards. CW/AD Diana Kim Photo Alina Bulakh
H O R RO R M I R RO R. CW Semyon Poliakovski AD Maxim Denisov
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 A CONCEPT-LEAD BRAND AND STORE with a completely new approach: 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. www.story-store.com
moscow
Copyright Š 2011 Storystore
BORODA PROJECT 2011
about
story store
date
We present the project officially on 27.04.2012 at Vinzavod
For us, first and foremost, it’s an interesting experiment 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 — po s t e r s
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. P.S: Posters could be purchased separately
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
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 — po s t e r s
IDEAS COMPANY
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
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 — po s t e r s
IDEAS COMPANY
about
posters made by pompeya musician's bodies
date
05.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
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 — s h irt
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
BORODA PROJECT 2011
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 — s h irt
IDEAS COMPANY
about
the shirt from the comic book
date
11.2011
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
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 — t e dd y b e a r
IDEAS COMPANY
THE TEDDY BEAR THAT GOT A LAP DANCE STORY A real, big, white teddy bear has been corrupted. It happened in a night club where Tanya Cheba herself gave the teddy bear a lap dance. ITEM White Teddy Bear (ONE METER TALL).
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
about
the teddy bear that got a lap dance
date
12.2011
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — N O T E B O O KS
IDEAS COMPANY
NOTEBOOKS THAT PHOTOGRAPHS WERE SHOT ON STORY It’s true. The notebook covers were used instead of film – Dasha Yastrebova put them right into the camera and exposed the pictures on them. The secret is in the photo paper we used. All 7 notebooks are unique masterpieces that will inspire anyone who gets them. ITEM 7 Notebooks (for individual sale). A5 format.
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — N O T E B O O KS
IDEAS COMPANY
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — N O T E B O O KS
IDEAS COMPANY
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
S T O R Y S T O R E — N O T E B O O KS
IDEAS COMPANY
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright © 2011 Storystore
BORODA PROJECT 2011
about
notebooks that photographs were shot on
date
01.2012
www.story-store.com
moscow
Copyright Š 2011 Storystore
Specia l thank s to a l l our frie nds, e s pecia l ly to: Sta s Sinit s y n, N a s t ya M ark e lova, T h e v ie wmak e r’s, P ompe ya, Da s ha Ya s tr e bova, Yu lia Nikitina, John M ark, Z e ro Int e racti v e, M a s k e dbroth e r s.
BORODA PROJECT 2011