Real-life Tetris
Client: Target99 (Operator of secondary material resources), a non-profit organization, which main objective is recycling of large household appliances (LHA) and waste.
Task: to instill a culture of recycling in Belarus, and let people know that there are LHA drop-off points, where you can leave your white goods.
Idea: Teris became the main image and metaphor of the campaign, a simple game, which aim is to bring blocks together in a line to get them vanished and earn points. Just like you can do with your old LHA - bring them to special utilization points (or call a special service which will do that for you), where they will be recycled, and earn money. Simple as playing Tetris!
Level 1: we needed a huge buzz. How about playing Tetris in real life, with full-sized bulky household appliances? Eazy!
The event held place in a technopark with lots of LHA stored. We invited kids to be players, because grown-up generation is the best audience to learn right habits of a modern world, such as recycling.
Tetris figures were made of old TVs, washing mashines, microwaves and fridges, gathered in blocks. Kids monitored the game area via TV and could move and rotate figures pushing buttons. Polygon workers processed input commands and moved figures in the right direction.
As in the game, completed lines vanished (out of camera sight).
Case:
Level 2: PR. Mass media made everything for us. The event was reported in lots of publications.
Level 3: finally, it was time to explain the rules of the "game" to the elderly people, who still watch TVs.
TVC:
These are real bulky LHA shot in stop-motion!
Results:
5M impressions
$250K earned media
A bunch of happy kids :D
Credits:
Agency: AIDA Pioneer.
Client: Target99.
Project Manager: Ann Dervinchik.
Creative Director: Dmitry Apolenis.
Creative Copywriter (idea, copy): Vladimir Varava.
Awards:
KIAF 2019, Social and charity/ Advertising campaigns, Bronze.
KIAF 2019, Film/ Social advertising and charity, Shortlist
KIAF 2019, Advertising campaigns/ Single channel campaigns, Shortlist
