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COME IN AS YOU ARE ALREADY HERE

"At night I came to the toilet and forgot why..."

OK, you came to another place. But if you still don't know why you are here, just like Mikhail Zoshchenko's hero, look around you attentively. We guarantee that in just a couple of minutes (of course, if you can read as fluently as a second-former!), yes, in a matter of minutes you will understand
1) whether you have come to the right place and
2) why you need this.

OK, LET'S START

"Oh, come on, let's get acquainted..."

If everything goes to plan, we (and may be someone else) will certainly find out your name a little later. As for us, we are the advertising agency Adell SAATCHI&SAATCHI. We hope that you will read and decipher this name without any particular intellectual strain and that you know what it is all about. For very severe cases of advertising ignorance, here is the link: www.saatchi.com. Are you through? Let's continue.

DREAMING ABOUT SOMETHING BETTER

"Dreams should be unrealizable. Otherwise they are plans, not dreams..."

How many dreams have you got? Is there a dream born from an obsessive, itching desire, strange in an average citizen, the desire to create and execute cool advertising? And what does "good advertising" mean to you? To our clients, this means something that helps boost their sales. To us, first and foremost, this is something that turns a banal story about "someone" or showing "something" into a real image. The image that spurs the imagination. The imagination that turns lack of understanding into awareness, indifference - into compassion, and apathy - into the desire to see it once more... Art? Mind, you were the first to think of this word. But let's get down to business.

NO DECEPTION HERE

"I feel that an idea is going to arise. I don't know what idea though..."

Actually, the idea is very simple. We suggest that you participate in our new project. Take our word for it, this is not the case of the big boy swindling the little boy out of his pocket money. This project (let's call it a creative contest) can be mutually beneficial to us. The thing is, interesting people have to find each other somehow. You are one of those who can give birth to an Idea (no matter if you are "a professional" or "an amateur"). We also know what we are doing (we are kind of "professionals", meaning that we love what we do). So why not try and do something really worthwhile together?

WE WILL SUCCEED

"According to the contemporary theory, a flutter of a butterfly's wings in Japan can cause a storm in America..."

This is a non-profit project. We suggest that you try your hand at what serious people call social advertising. We announce a contest for the best print ad idea, which would make well-off people pay attention to the problem of little orphans and offer some real help. You may have heard about the Kyiv Orphanage "Beriozka". Imagine newborns abandoned by their "mothers" (MF!!!). Imagine toddlers one or two years older. We were there. Of course, we can talk about it at length, but actions speak louder than words. We have already helped them for several years by sending them money, and now we decided to take a professional approach to the problem. After all, we are different from the ordinary donors because making money is not the only thing we can do. We can produce good ads. Social advertising can and should be effective and EFFECTUAL. Now we can do something that will yield some real results. You will agree that this is a really good cause. It is, without any bombast or rhetoric. OK? Join us!

COME ON AND JOIN US

"A scientist who cannot explain to a seven-year old child what he does is a charlatan..."

Of course, tastes differ, but good ads appeal to many people, while bad ads annoy everyone. That is why almost everyone can intuitively tell good ads from bad ads (to say nothing of very bad ads). However, it is not easy to think up a worthwhile idea. In contrast, the contest's conditions are very simple. You should be under 28 years old. You can enter the project by yourself or you can involve your friends by bringing together a Creative Team (Art Director and Copy Writer). You should think up and execute a layout for the press ad, aiming at attracting donations to the Kyiv Orphanage "Beriozka". The contest will consist of two stages:
First stage (by correspondence): visualizing the idea "Help the Kyiv Orphanage "Beriozka". For more details of the creative brief, go to section "Brief for the first stage" of this site. The best ads will be published in the press in order to attract donations to the Orphanage. A special jury will select the best entries. Their authors will not only get prizes but will also enter the second stage of the contest.
Second stage of the contest: conducted in-house. You will have to perform a task in the way which is maximally close to the real agency work: you get an assignment (one of the current briefs), the deadline is very tight (you have only one day to do the work: you get a brief in the morning and you should hand in the work in the evening), the Creative Director (helps, advises and guides) and the client (decides). In short, it's real life. The winning piece of work will run in the real advertising campaign.
That brings us to the award. Proceeding from his/her own ideas on the development of the Universe, his / her life and place in the art, the winner of the second stage can choose between A) Money prize (for the time being, we are holding back the sum, which is big enough to avoid offending even a well-paid creative); B) A special prize, or to be more exact, an offer you won't be able to refuse.

THE BEST IS THE ENEMY OF THE GOOD

"So, are you going away (Thanks God!) or staying (God forbid)?.."

Here follows the Creative Brief. In the ad business, it is an accepted form of describing the work that a Copy Writer and Art Director should do. One of their obligatory job requirements is the ability to keep to the brief strictly while realizing their creative fantasy to the full. Therefore, the jury will assess not only your idea(s) and the ability to meet the deadline, but also your ability to "create on target". We wish you all the creative luck!

CREATIVE BRIEF

Assignment for the first stage.

REQUIREMENTS

The task: to visualize the idea "Help Kyiv Orphanage "Beriozka" for placement in press.
Publications where the winning ads will run: Business, Galitskiye Kontrakty, Companion, Kyiv Post, What's On, Zerkalo Reklamy, Nash.

TARGET AUDIENCE

People from different businesses, who can help but often don't know how and when and who may be in desperate need of this help. Companies which have risen beyond the banal moneymaking to the level of donations and charity.

WHAT THE AD SHOULD MAKE THE TARGET AUDIENCE THINK AND DO

People who have learned how to make money should not stay indifferent to those who are deprived of the things that make childhood what it is: toys, candy, books and cartoons. And this ad should aim at moving those people and making them feel compassion towards the babies who have been devoid of parental warmth and care all along. To remind about the real values of our life: the babies and that warmth and care which should surround them from the very beginning. To grab these people's attention and thoughts for at least one minute. To attract donations of legal and natural persons to the Kyiv Orphanage "Beriozka".

ADDITIONAL INFORMATION

"Beriozka" is the orphanage for babies of up to 3 years, abandoned by their parents at birth clinics or left at public places. By a twist of fate, those who brought them into the world don't need them any more. When these babies turn 3 they are sent to different orphanages and social institutions where they stay till they come of age. Now there are 153 babies at "Beriozka", and they all need any help. They are the most grateful creatures. Being deprived of so much, they can appreciate and enjoy every little thing.
If you want to see them you can visit the "Beriozka" Orphanage at: Kyiv Orphanage "Beriozka" 4 Marshal Zhukov Street, Kyiv Tel.: 513 45 83; 544 77 71.

DESIRABLE NATURE OF THE AD

Any kind of ad that you think will induce people to act.

OBLIGATORY INCLUSION IN THE AD

Расчетный счет КМБД "Березка"
25550302275470
Харьковское отделение ПИБ
МФО 322205
Код ОКПО 23390630

Proposed rules for Young Creative Contest

28 years old and under - no exceptions
Open to professionals and amateurs
Work must be produced on 1/2 of A4 horizontal
Work can be submitted in Black & White or full colour
To be sent to the following e-mail address: awards@saatchi.kiev.ua in JPEG or PDF format
No more than 2 people can be teamed up per entry registration
Each registration may enter as many designs as wanted. (Please have some taste - no crap please)
Deadline is fixing - no extensions - no exceptions!!! We mean it
No stealing photography, text, or design ideas in whole or in part. You will be disqualified! Don't test us we are serious!
Each entry must be accompanied by a brief rationale (no more than half a page) explaining your direction and why you believe it will reach its goal!

Terms

October 15th

JURY

No contest can do without a totally unbiased team of jurors. The jury which will evaluate your ideas includes people who know a thing or two about ad business:
1. John Oldfield - Creative Director. SAATCHI&SAATCHI Hungary
2. Luc Chenier - Creative Director. ADELL SAATCHI&SAATCHI
3. Yuriy Kogutiak - CEO. SAATCHI&SAATCHI Ukraine
4. SAATCHI&SAATCHI UK representative