It's CASE STUDY season, and here's yet another case study, kids. Case studies are filled with numbers, and have "problem, idea, solution, result" style storytelling.

With their natural habitat – ice – rapidly melting away, the 25,000 population of polar bears in the Arctic region is facing extinction. Estimates indicates that only ⅓ may survive by 2050, and the ice level last year has reached its minimum, showing a gap of the size of Turkey compared to the minimum level in 2007.

So the idea is to spread the word about the plight of the polar bears with the allforbear.com website, where users can buy a bear, increase their habitat and tweet/facebook/social-media-spread it to their friends. In other words, the usual. But wait, there's more "Russian outdoor media learned about the website and offered us free outdoor advertising..." why, that's fantastic ... "major Russian online media, and Russian livejournal also decided to lend us a hand.. for free". If you pause the screen when you hear the words "for free" you'll see a screendump from Adland too.

BBDO Russia Group:

Creative team:
Creative director -- Nikolay Megvelidze
Copywriter -- Evgeniy Shinyaev
Art director -- Mikhail Tkachenko
Design studio -- Vasil Akulov, Konstantin Usatov, Tatiana Bukhovets, Elena Klochkova, Aleksandr Kolosov, Dmitry Bashmakov
Producer --Boris Anisonyan, Dmitry Medvedev, Arina Metelskaya

Account team:
Managing Director BBDO White - Burenko Dmitriy
Client service director -- Ekaterina Guvakova
Group account director -- Vladlena Obukhova
Account supervisor -- Viktoria Semikasheva
Senior account manager -- Ekaterina Chistova
Senior account manager -- Urnova Maria

Strategic team -- Natalia Chuich, Roman Sidorov
Digital supervisor -- Anton Akulov
Social media specialist -- Ekaterina Strelnikova
Senior Layer -- Julia Mikhailova
PR team -- Natalia Semina, Lyaisan Yumaguzina

Digital developers -- "2Nova Interactive":
Producer -- Metelskaya Arina
Digital producer -- Elena Pugovkina
Account manager -- Julia Trifonova
Art director -- Oleg Medvedev
Illustrator -- Oleg Vorontsov
Program developers -- Ivan Nikitin, Nikita Zulyaev, Sergey Moiseev, Aleksey Romanenko, Julia Shapovalova

Commercials: 
Country: 

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about the author

Dabitch Creative Director, CEO, hell-raising sweetheart and editor of Adland. Globetrotting Swede who has lived and worked in New York, London, San Francisco, Amsterdam, Copenhagen and Stockholm after growing up in Kiruna, Raleigh and Jiddah.