Ilya Petrov, senior copywriter, creative director

1. Ilya Petrov,
senior copywriter,
creative director
November 2010

3. Seven years in advertising
2009 — now
↑2010
2006 — 2009
2004 — 2006
↑2004
Red Keds, digital creative agency
senior copywriter ↑ creative director
Moscow, Russia
BBDO Moscow, creative agency
copywriter
Moscow, Russia
13 floor, creative agency
copywriter ↑ creative director
Izhevsk, Russia

4. Almost all kinds of clients
Alcohol drinks
Nissan (Infiniti), Honda, BMW (Motorrad), Daewoo, KIA
Heineken (Heineken, Ohota), Kristall (Zimnyaya Doroga)
Automotive
Drugs and Personal Care Bayer (Levitra), Henkel (RightGuard)
Telecommunications Tele2, VimpelCom (Beeline), CenterTelecom (Domolink)
Social Advertising Greenpeace, WWF, Red Cross
Retail Azbuka Vkusa, Crocus City Mall
Financial Service Renaissance Credit, MasterCard, Bystrobank
Furniture Ekomebel, 34
Home Appliances Panasonic (3D solution), Rondell
Wrigley (Eclipse, Orbit, 5), Coca-Cola (Sprite, Burn),
Campbell’s (Domashnyaya Klassika), Hochland (Almette)
FMCG

5. Wide range of skills
Points of interest
- Integrated campaigns
- Digital
- Copywriting
- Strategy and effectiveness
- Experimental advertising
- Human-kind
- Creative management
Is able to create a creative department
from scratch: from hiring right people
to calculating the profit.
Is able to create a communication
strategy from scratch: from defining
long-term business objectives to
evaluating the effectiveness.
Unknown facts
- Top-20 17th year old mathematicians in Russia, 2000
- KVN champion of Udmurtia Republic, 2006
- Blind typing 491 characters per minute, 2010
- Actor of viral commercials (more than 500 000 views), 2009

6. Education
Institute of Copywriting
distance copywriting courses, 2009
London, UK
Wrigley’s Marketing College
marketing campus, 2008
Moscow, Russia (Toronto, Canada)
Miami Ad School Europe
creative workshop, 2008
Moscow, Russia (Hamburg, Germany)
Breakthrough
marketing campus, 2008
Moscow, Russia (London, UK)
Wordshop-2 BBDO
school of advertising, 2007
Moscow, Russia
ADC Russia
creative workshop, 2006
Moscow, Russia
Wordshop-1 BBDO
school of copywriting, 2006
Moscow, Russia
Moscow State University
faculty of mechanic and mathematic
Moscow, Russia

7. Public speaking
Wordshop Academy, Moscow
- Integrated communications, 2010
- Digital copywriting, 2010
- Text effectiveness, 2010
- Special projects in digital, 2009
- Future of advertising, 2008
404fest, Samara
- Integrated communications, 2010
- Trends in digital, 2010
- Take-away marketing, 2010
Personal workshop, Krasnodar
- Effectiveness vs. Creativity, 2010
- Hot to get a job in advertising, 2010
Marketing split, Izhevsk
- Integrated communications, 2010
Design and Advertising, Moscow
- Verbal mems, 2010
ESA Russia, Moscow
- SM in social advertising, 2009
IKRa, Moscow
- Big thinking, 2009
- Human perception, 2009
Red Apple, Moscow
- Future of advertising, 2008

8. Portfolio

9. Portfolio:
Campaigns

10. Solano
“Diamonds”
2007

11. Objective
To launch the new premium hard boiled candy brand.
Challenge
To change an attitude of selfish hedonic women for
hard boiled candies from cheap and simple by taste and
shape to be so tasty that is worthy of those moments
they want to admit love and treat themselves with
something special.

12. Key message
Solano is a diamond of taste.
Integrated idea
57 grains of women’s pleasures.
Concept
To advertise Solano as a premium fashion accessory.
Media concept
To be with women in her moments of pleasure.
Slogan
”Solano are the girl’s best friends”.

13. Diamonds can be a fake.
Solano never lies.
Diamonds cause jealousy.
Solano — envy.
Every diamond is more than
one hundred million years old.
Solano pack would not survive
a day in your purse.
Diamonds are my little weakness.
Solano is my big passion.
Diamonds are tasteless.
Solano — on the opposite.
Core messages

14. Underwear fitting-room
Unfortunately not that many
people will see this awesomeness.
You can eat Solano quite as sexy.
Shopping mall
Your size is sold out?
Solano is always a right fit.
Gym
Gym means sweat.
Solano is the exercise you are
always willing to do.
Cinema
Can’t see from the back row?
But you can enjoy rustling with
Solano as much as you want to.
Direct mail
Did you think it’s from him?
Nope, it’s better! It’s Solano ad!
Web-platform
Site and community about all
grains of women’s pleasures.
Press and OOH TV
Campaign

15. Eclipse
“Expedition”
2008

16. Objective
Finish off Stimorol. Become the number 1 choice in
breath fresheners.
Challenge
To tell a great story with “igniting close contact”
brand essence to attract people attention to “who
cares” gum category.

17. Key message
Whatever strong smelling food you ate Eclipse will
defeat the odor and get you a victory.
Integrated idea
Eclipse Expedition.
Concept
Guy goes to the expedition to full fill his fantasies.
Media concept
Pretend the expedition is real.
Slogan
”Freshen up”

18. Egor, the hero
The plan
Small victories

19. Campaign
Eclipse Expedition
Guy’s blog (Internet) Guy’s homepage (Internet)
Interviews and
monthly reports
(Press)
Announcements
(Internet)
Video diaries (TV)

20. Guy’s blog

21. Guy’s homepage

22. Heineken BeerTender
“Home Bar”
2009

23. Objective
BeerTender activations have to drive the perception of
Heineken brand in following brand image statements:
“leading international brand”, “prestigious brand”,
“progressive brand”, “has high quality” and “worth to
pay more for”.
Challenge
To inspire men for craving to have.

24. Key message
Fresh beer as in bars just at home.
Integrated idea
Association of home bar owners.
Concept
Allow men to create their own bar. Literally .
Media concept
Let men advertise their bars on their own.
Slogan
”Create your own home bar”.

25. Campaign
Name your bar
Create the logo Manage your home bar
at your bar homepage
(Facebook)
Manage home parties
Order the beer
Buy branded glasses
and stuff
Win the real neon sign
Invite your friends

26. Promotion
TV commercial
Synchronous banners
Augmented reality
beer coasters
iPhone app:
Barkeepers’ school
Heineken sites

27. Orbit
“Pimp up your bottle”
2008

28. Objective
To promote Orbit Bottle in a human-kind way.
Challenge
Make people care about their bottle.

29. Key message
You will use this bottle for 30 days. Spend 3 minutes
to make it shine.
Slogan
”Pimp up your bottle”

30. Initial idea presentation

31. Campaign
Pimp up your bottle
Online contest
Social media
integration Interactive banners

32. Bottle editor

33. People art

34. People art

35. Results
Impressive:
- 3,5% banners’ CTR;
- 20 000 visits in first 3 hours;
- more than 300 000 visits in 3 weeks;
- more than 25 000 works applied;
- hundreds of discussions in blogs and social
networks.

36. OLDI Computers
“Rise of the machines... canceled”
2009

37. Objective
To develop long-term creative concept to solve the big
computers and parts retail needs: advertising of exact
models, parts and promos through several years.
Challenge
To impress geeks.

38. Key message
OLDI machines will work as docile lambs.
Slogan
”Rise of the machines... canceled”.

39. Core message
“Dear machines!
Please be advised that the
uprising was planned for
1 January 2012 has been
canceled! New date for the
uprising to be announced”.
OLDI Administration

41. Template
“Promise to...” + product benefit.
Example:
“Promise to keep silence at night”.
Silent computer OLDI Office 200.
OLDI.
Rise of the machines... canceled!

42. OLDI Computers
“Buy sci-fi”
2009

43. Objective
To develop long-term creative concept to solve the big
computers and parts retail needs: advertising of exact
models, parts and promos through several years.
Challenge
To impress geeks.

44. Key message
Yesterday it was a sci-fi, today you can buy it.
Slogan
”Sci-fi computer shops”.

45. Core message
(based on “Three laws of robotics”
by Azimov)
Three laws of selling robotics
1. A consultant may not injure a
profit of human being or, through
inaction, allow a human being to
loose profit.
2. A consultant must obey any
orders given to it by human
beings, except where such orders
would conflict with the First Law.
3. A consultant must protect its
own existence and profit of it’s
company as long as such
protection does not conflict with
the First or Second Law.

47. Prints
“Something hummed inside, and
sheet of paper fell into the hands
of professor. It replicate the map
which Jane was studying a
moment ago”.
"On the passes of the Milky Way",
Peter Ilyin, 1934
Color printer HP DeskJet, 2010
OLDI. Sci-fi computer shops

48. Kaspersky Lab,
“Blonde-sysadmin”
2008

49. Objective
To launch the new Kaspersky product: corporate
version of Open Space Security.
Challenge
To wake up geeks to hear the message and try new
Kaspersky despite of opinion that some other old
Kaspersky was slow and bad.

50. Key message
That simple that blonde can become sysadmin now.
Integrated idea
The first blonde sysadmin.
Concept
Pretend she exists.
Media concept
Pretend she exists.
Slogan
”Kaspersky — it’s easy” (c) Blonde sysadmin.

51. Core message
“Kaspersky — it’s easy!”
Blond sysadmin
Kaspersky Open Space Security
1) easy to choose
2) easy to install
3) easy to use

52. Masha, blonde sysadmin Private life
Professional life
ATL
Spy cam office videos
Campaign
73 000 171 000 58 000 116 000 52 000 33 000

53. Results
5 videos with $4 000 overall budget and (let’s be
honest) “school theater” level of production got
more than 500 000 views just in several month.
The great majority of comments and discussions
showed a positive attitude to the campaign.

54. Almette
“Open yourself”
2010

55. Objective
To attract people to Almette’s website.
Challenge
Treat people with something as delicate open
innocent as Almette’s taste.

56. Idea
It’s always interesting what’s inside the box.
Slogan
”Open it!”

57. Campaign
Create a giſt
Present it
(SM, email, link)
Open a giſt
Giſt back

58. Promotion
Eye-wonder banners
Special giſt integration

59. Results
Banners CTR up to 0,1 (10 times bigger than target).
More than 100 000 site views.
Thousands of giſts created and opened.
A lot of people become just a little bit happier.

60. Portfolio:
Prints

61. Reiker
Light summer shoes

62. Free-lance.ru
Happy New Day!
Beeline. Live on a bright side.

63. Juicy Fruit
Fuck it

64. Canon IXUS
With Red-eye Reduction

65. Solano
Diamonds say men love you.
Solano — that you love yourself.

66. 1000watt.ru
Shockproof fluorescent bulbs

67. Sunglasses
For the bright impressions

68. Greenpeace
(River name “Neva” in one form of
the word means “Not you”.)
Neva is flowing.
Neva is polluting.
Who will help Neva? If not you.
If not you, the will be no Neva.

69. Kaspersky
“Kaspersky — it’s easy”
Blonde sysadmin

70. Azbuka Vkusa
One hungry Frenchman,
One happy Russian.
Azbuka Vkusa.
French means from France.

71. Free-lance.ru
Designer wanted.
To draw a bit of money. Layout
for printing.
Will wait for candidates at Tinkoff
bar at the Day of Freelancer
celebration.
Free entry.

72. Free-lance.ru
Copywriter wanted.
To write an explanation for wife,
2 000 signs.
Will wait for candidates at Tinkoff
bar at the Day of Freelancer
celebration.
Free entry.

73. Eclipse
Do not play Romeo.
Eclipse makes your kiss
unforgettable.

74. 12 volts
Scorpions concert!
Every day in your car.
12 volts.
High quality car audio.

75. Winter road
Premonition of home

76. Social
Last Life Leſt.
Your life. Use it right.

77. Social
Do public service.
Not public service advertising.

78. NY2005
Everything will match!

79. Eclipse Fusion
Taste is changing
from mint to watermelon

80. Juicy Fruit
It will be
a holly bananas!
Crave to have!

81. Free-lance.ru
Finally, every job is done by just a
one man. Work directly.

82. Portfolio:
Commercials

83. (click on the video to watch it online)
Experience
More than 10 commercials for
Eclipse, Orbit, Juicy Fruit, Hubba
Bubba, Beeline etc.
Production supervising from brief
to airing with budgets from 10 to
500 thousand euros.

84. Portfolio:
Artifacts

85. 34 furniture
Furniture images on a transparent
prints.
Fit on!

86. Philips Ambilight
Special project at YouTube.
Ambilight player.

87. Happy birthday
Virtual birthdays cake.
Blow candles, dude!

88. Mary Kay
Special projects on a dating sites.
“I am girl looking for cosmetics”
redirects directly to Mary Kay
promo page.

89. Almette
Special projects on women sites.
Turn on Almette feeling of the
any text content by inserting
tasty epithet “light”, “delicious”
etc. to every adjective.

90. Fur mall
Prints inside.
Sorry, we are not selling our mink
fur to vegans.
Administration

91. Ogneoko
Naming like it has to be today.
Brief was to develop a name for
optical fire alarm-initiating
device. The goal was to find a
word which you can’t find in
Google. The solution was
“Ogneoko” (“ogne” — fire, and
“oko” — eye). Just google it.

92. BBDO Fight Club
I was in a group who suggested to
organize BBDO inner weekly
creative competition. I created a
name (BBDO Fight Club), slogan
and philosophy (“Every win burn
in a fight”), logo idea.
Project was successfully worked
in BBDO Moscow office every two
weeks for more than a year. Look
at the video from the opening
ceremony.

93. Write me at mail@ilyapetrov.com
or visit www.ilyapetrov.com
Questions?