In Russia, some car owners conceal parts of their number plates with various things: scraps of paper, compact discs, maple leaves and other contraptions. They do it to avoid paying for parking or to avoid fines for wrong parking. But this may be deemed unlawful, and then these owners may be held accountable.
Placing a lawyer’s card instead of the things people use to conceal their number plates. All number plates in Russia feature only those letters that the Cyrillic and Latin alphabets have in common, so we placed the Cyrillic «Я» (“ya”) letter on one side of the card, and contact information – on the other side.
Using the «Я» letter made a non-existing number plate from the concealed one that owners were making. In this manner we told them about the services of a lawyer who can help with traffic litigation without causing potential trouble for the owners.
Film advertisement created by BBDO, Russia for Dmitry Semennikov, within the category: Professional Services.
Chief Creative Director: Nikolay Megvelidze
Deputy Creative Director: Alexey Starodubov
Junior Art Director: Arsen Mollakaev
Strategic Planning Manager: Nikita Nikiforov
Account Manager: Alexandra Bichaeva
Corporate And Festival Project Manager: Ekaterina Garina
Business Development Manager: Boris Sorokin
Executive Producers: Manu Meyer, Ivan Buralkin
Director: Alёsha Starodubov
Director of Photography/ Director: Nikolay Rykunov