In Russia, people begin to give each other New Year's gifts long before the New Year. Most often it is alcohol. Publicis joined this unofficial tradition and decided to give a bottle of champagne to their clients. With one caveat: it is quite officially possible to drink at work, despite the prohibiting laws of the Russian Federation. Under the law of the Russian Federation to consume alcoholic beverages in the workplace is prohibited. pp "B" n. 6 h. 1 of article 81 of the LC RF
Together with Publicis in an instant you will find yourself in a territory free from all laws: in Bir-Tawil, on the Spratly Island, in the Antarctic or Western Sahara. It is no secret that each photo has geodata which assigned to the place where it was taken. And we thought it would be interesting to hack this system. Namely, change geolocation in order to be in a territory without rules and laws. We delivered to our clients bottles with QR-tags that lead to the site. With it, everyone can take a photo in real time and post it on social media with new geodata.
Thus, Publicis made the most desirable New Year's gift - alcohol, which you can drink here and now, without breaking the rules and laws. Of course, this is just a technological joke to start celebrating the New Year as soon as possible bypassing the formalities. But at the same time, it’s a New Year’s miracle for our partners, clients and colleagues.
This professional campaign titled 'New Year Teleport' was published in Russia in December, 2018. It was created for the brand: Leo Burnett, by ad agency: Leo Burnett. This Direct medium campaign is related to the Agency Self-Promo industry and contains 4 media assets. It was submitted about 4 years ago.
Advertising Agency: Leo Burnett, Russia