Social Initiative GOAL 99 and AIDA Pioneer Branding & Creative company launched a campaign that draws attention to the proper disposal of household appliances. The main objective of the campaign is to bring attention to the problem and to show people the correct way of getting rid of old appliances by using special service. Usually, people use household appliances for a long time. In many families, it passes from generation to generation and becomes an integral part of everyday life. Many memories can be associated with it.
The campaign calls people “to show respect” for these things that have been part of their families and life by disposing them correctly. The main characters of the videos are the most commonly discarded types of appliances. Their owners are collective images of representatives of different generations, making the same mistake during disposal. The Earn Respect trilogy takes the viewer to a cozy parental home, shows a familiar modern apartment and a dormitory room. The team created a series of videos in various genres and formats.
“Earn Respect” is a vivid advertising trilogy, which became the first large-scale social project of this kind in Belarus. Czech director Lubos Rezler and DOP Filip Marek helped to realize the idea and create not just commercials, but short films, - the project authors say. “Our goal is to immerse the viewer in an emotional story in which he can find a piece of himself. Each video is a short story, in a couple of minutes postulating the importance of proper disposal of household appliances. What obstacles will anyone face who decides to get rid of obsolete household appliances in the old-fashioned way?”, - commented director Lubos Rezler. The advertising campaign has also been developed digitally and is reflected in a series of visuals.

This professional campaign titled 'Earn Respect' was published in Belarus in May, 2020. It was created for the brand: Target 99, by ad agency: AIDA Pioneer Branding & Creative. This Integrated medium campaign is related to the House, Garden and Public Interest industries and contains 6 media assets. It was submitted almost 4 years ago by CD: Dmitry of AIDA Pioneer Branding & Creative.


Advertising Agency: AIDA Pioneer Branding & Creative, Minsk, Belarus
Production: MediaCube Production
Director: Lubos Rezler
Dop: Filip Marek
Creative Director: Dmitry Apolenis
Art Director: Irina Zelenko


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