Role: Creative Director | Idea Development / Creative Supervision / Production Supervision/ Client Management

Hasbro - Monopoly Safe Streets

A reactive campaign for Hasbro Russia launched during the first weeks of the COVID-19 pandemic.

Using Monopoly’s signature wit, we reframed the lockdown message, quickly going viral on social media.

Moscow streets became our media.
Using IG geo-fencing, we met people where they were, prompting them to choose the Monopoly Moscow Edition streets over the real ones.

Covid19 reactive campaign for Habro Monopoly.A creative response to global lockdown, integrating brand identity with social responsibility. Creative leadership by Global Creative Director Evgenii Shiniaev.

*Tverskaya street is safe if it’s Tverskaya from the Monopoly

Credits:

Creative Direction & Leadership

Evgenii Shiniaev — Creative Director
Ilya Khrushchev — Client Service Director

Creative Team

Ekaterina Trokhina — Art Director
Daria Tsareva — Copywriter
Valeria Pauli — Designer

Strategy

Alexander Kudryavtsev — Strategic Planner

Production

Andrey Golubev — Senior Agency Producer Svetlana Kharlamova — Producer

Account Management

Daria Khvoyko — Account Director
Daria Tarasova — Senior Account Manager

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