Maria Teterin
Head of Brand at BBDO Ukraine
Kyiv, Ukraine
TitleMold 3
Agency
Campaign Mold
Advertiser Ukrainian Marketing Forum
Brand Ukrainian Marketing Forum
Date of First Broadcast/Publication 2018 / 4
Business Sector Advertising & Communication
Philosophy Knowledge gets dated. Earning your degree and quietly working until you retire doesn’t work anymore. The world is changing so quickly that it takes a lifetime to learn your craft. The marketing we studied a decade ago is already dead. In order to demonstrate this, we took Philip Kotler’s cult marketing book and millions of spores of mold, placed them together in a citylight panel and let time show off its strength. In order to get the project to work, we prepared a special layout for the book with perforations for moisture. We experimented to find a material that would allow the mold to spread. We created an environment that was conducive to growing the desired mold while preventing harmful bacteria from disrupting the mold growth. After several unsuccessful attempts, we had to completely abandon the use of toxic materials. We dried out a couple of mold populations and were forced to redesign the citylight panel’s wall construction. This helped create the ideal microclimate, from the illumination to the humidity to the temperature. In short, it was much more difficult than just leaving out a loaf of bread for a week and getting results. After a month of tests, failed attempts and disappointments, we found a solution. Our mold grew. Every day, it spread more. And more. The book began to look older.
Media Type Outdoor/Out of Home
Executive Creative Director
Chief Executive Officer (CEO)
Art Director
Copywriter
Creative Director
Account Manager
Head of Design Studio
Designer
Designer
Designer
Client Services Director
Managing Director
Product Manager
Cameraman
Microbiologist
Managing Director
Producer
Ambient Project Production
Department Head
Ambient Project Implementation
Department Head
Chief Executive
Non-TV Media Director
Managing Director

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