Red Apple’s organizing committee made a short Q&A with some of festival’s Grand Jury members, in order to get more insight on their advertising careers, what’s their inspiration sources, their knowledge of Russian ad market and their expectations related to the festival.
The jurors that answered Red Apple organizer’s questions were
- Evgeny Primachenko, Copywriter, Wieden+Kennedy, (Netherlands)
- Will Rust, Executive creative director, Ogylvy (Czech Republic)
- Till Diestel, Global innovation director, Serviceplan (Germany)
- Andrew Ushakov, Executive Creative Director, Geometry Global CIS
- Elvis Chau, executive creative director/partner, Anomaly (China)
Q1. Can you remember an advertising that inspires you?
Evgeny Primachenko: I’m inspired by advertising whose authors tried to think more global and to make more interesting. What can be better for creative team than confusion of colleagues and questions like ‘How is it possible’?
Will Rust: All advertising inspires me. To do better advertising than the advertising I see. Regardless of how good it is. Having said that, some of it just pisses me off and makes me want to go and work in a tea house in Nepal.
Till Diestel: A campaign that inspired me a lot in the last month was the “The beauty inside” work. The storytelling was superb and it had very clever way to include fans and users into the story.
Andrew Ushakov: The ad that inspires, and even more than that – “charges” me – is “Love/Hate” by Art Directors’ Club of Canada, and I always use it to inspire my colleagues. Apart from that, I can endlessly admire advertising by Nike, the “Glass and a half full productions” by Cadbury, the Old Spice’s “The man your man could smell like”. This list could go on and on, but in generally I feel inspired by bald, jaw-dropping creative that catches advertisers, clients and consumers completely off guard and astonishes them.
Elvis Chau: There is many campaign that inspired me, among all: “Best Job In The World” is really the one that stood out. It’s bold, its engaging and and most importantly it demonstrate a one that stood outnew approach to address a marketing issue.
Q2. Do you know anything about Russian advertising market?
Evgeny Primachenko: I’m a little bit informed in this question.
Will Rust: Yes. But not as much as you.
Till Diestel: I have some friends who work in the Russian advertising market, and we have an office in Moscow as well. We have been working together on some projects. So I know the market a bit.
Andrew Ushakov: During the time I have been working in Russia, I have met quite a few courageous, passionate and decisive marketeers, who are not afraid to carry out outstanding campaigns for their brands and generally make Russian advertising better. This is a very positive trend for such a relatively new market, and it makes me very optimistic about its future.
Elvis Chau: To be honest I don’t know anything about Russian advertising.
Q3. Do you (or does someone else in your family) channel surf during adverts? How does the rest of the family respond?
Evgeny Primachenko: No, I don’t. Moreover sometimes I don’t pass pre-rolls on youtube.
Will Rust: I don’t have a TV. I do make my family roll their eyes when I want to show them a great ad I’ve seen though, if that answers your question.
Till Diestel: Well, I do that as well. I think the reason is that most of the advertising is just crap. I don’t wanna see 30seconds of crap on the television. So I skip too.
Andrew Ushakov: I have not owned a TV for several years now. It has been replaced by Facebook, and each family member has their own feed to focus on during long winter evenings.
Elvis Chau: Everyone channel surf during advert, in general people don’t care about advert.
Q4. What are you waiting from Moscow International Advertising Festival Red Apple?
Evgeny Primachenko: It’ll be interesting but not so long return to Russian advertising market. Where if isn’t here I can know all about it. Russia has made a great jerk for the last one-two years. And also I dream about pelmeni with soap cream.Mmmmmmm….
Will Rust: Caviar, Bears, Vodka & Valenki.
Till Distel: I am hoping to see some mind-blowing work from the russia advertising industry. Work that inspires not only the Russian creatives but rather the creative world. And I am looking forward to meet some interesting people I can be inspired from.
Andrew Ushakov: It goes without saying that, like all jury members, I am anticipating some inspiring work which will be worthy to mention in an answer to your Question #1. But apart from that, I expect the festival to be fun and enjoyable, and I am really looking forward to seeing my old friends and colleagues as well as meeting some new ones.
Elvis Chau: I am waiting to see some great local campaign from Russia with great insights.
Q5. Is it your first visit in Russia? Do you know anything about our country besides caviar, bears, vodka and valenki?
Evgeny Primachenko: I also know perestroika, tovarisch, glasnost and Trololo man.
Will Rust: It’s not my first visit to Russia. Despite many trips to Moscow I worked in Kiev for four years. Ok, yes I know, different country. But I’m sure I still have plenty to learn. You can start by pointing me to my hotel room.
Till Diestel: This will be my first time in Russia but I know about the history, the political side and of course some culture points. But I am looking very much forward to dive into the Russian world.
Andrew Ushakov: In Ukraine we believe that every Russian family owns a small nuclear reactor. So now that I live in Moscow, I understand why people’s faces glow with happiness!
Elvis Chau: Yes my first time to Russia, so not much more i know about Russia than what you mentioned here, and excited to find out more when i am there.