Russian Creative Week
advertising campaign
Russian Creative Week is a major annual event in the Russian economy. For the past five years, the forum has brought together professional designers, developers, producers, architects, media professionals, as well as representatives of business and government to discuss the future development of the country’s creative industries.
Our studio developed an advertising campaign that explains what the creative economy is, draws even more attention to the event and challenges the perception of creativity as something frivolous or non-essential.
At the heart of the campaign is a classic phrase that many people pursuing creative professions have heard.
In our studio’s version, the phrase is turned on its head. Speaking in the first person, the campaign’s protagonists claim they do earn a living through creativity, each citing their specific field of work.
To clarify the direction, the core slogan is paired with a hashtag and profession title, highlighting where exactly creativity becomes a highly paid profession: in fashion, film and so on.
The event name is accompanied by a descriptor, providing more detail about the event’s content and answering the question, “What’s inside?”
The layouts are unified within a creative frame, inside which the characters and phrases change. The content is adapted to the relevant professional field, which ultimately takes center stage.
The layout structure helps emphasize key points in a well-thought-out manner. Signature ovals create bright color spots and serve as a background for text. This ensures that the slogan is always clearly legible, regardless of the background photo. Thanks to careful and thoughtful design, the layouts include all essential information and preserve all key messages.
