Client
Ukrainian Marketing Forum
Year
2018
MEDIA CAMPAIGN TO PROMOTE THE LARGEST MARKETING EVENT OF THE YEAR
First, we invited a microbiologist to become a part of our team for some time. Then we created a special mockup of the book and citylight panel. Somewhere in the middle of this process, we had to redo everything. We had to completely abandon the use of toxic materials because they disrupted the mold growth. And we finally succeed, the book started to look older and older. You might ask, «What mold? Which book?.» But it’s too long to explain, just watch the case study.
YOUR KNOWLEDGE GETS DATED
In order to demonstrate this, we took Philip Kotler’s cult marketing book and millions of spores of mold, placed them together in a city-light panel and… let time show off its strength.
IT GROWS!
After a month of tests, failed attempts and disappointments, we found a solution. Our mold grew. Every day, it spread more. And more. The book began to look older. And our message sounded more and more clear: knowledge gets dated, come for something fresh.
1
paid media placement
40
earned publications with audience 73M
+31
tickets sales
AWARDS
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