Coca-Cola has uncovered a new center of advertising excellence – Nizhnekamsk, 800 kilometers east of Moscow.
In this unlikely locale resides a hitherto unrecognized creative talent, 15-year-old Russian schoolgirl Laysan Galimulina. Laysan, who has never before written a TV commercial, submitted her idea as an entry into a Coke contest promoted on Russian national TV.
Like any savvy creative, Laysan chose an exotic location for the shoot – a tropical beach. As required by the contest rules, her entry centered round Coke’s current Russian tagline: “The power of closing in”.
According to Coca-Cola and its Moscow agency Adventa Lowe Lintas, the winning entry was chosen from a shortlist of eight – seven submitted by amateurs and one from a professional. The judges included Russian politicians, artists and TV personalities.
But unlike any savvy creative, Laysan will receive not a single rouble for her efforts which will be aired next month. Instead, she and four other finalists will receive a free trip to the International Advertising Festival in Cannes.
News source: Advertising Age - International Daily