Leo Burnett Indigo is the first Russian long-term study aimed at building life-long relationships with many generations of people.At its core, heart-to-heart talks with 9 representatives of the young. Conducted in 2008 and recorded on video, they helped us learn about the hopes, dreams and fears of the new generation. We also asked our heroes to share their favourite songs and personal objects that best reflect their current state of being.All data was locked in a safe until our next meeting with them, 5 years from now. After which we’ll meet again. And again. And so on, for 70 years. Also, to have a deeper understanding of macro-social trends within Russian society, every 2 years we’ll be meeting new representatives of young generation.The campaign became the most talked about event in the Russian ad industry and resulted in the agency gaining 283,500 contacts. Our response book also became full with comments from young people eager to participate in the next wave.

The Leo Burnett Indigo Launch was a big event at Vinzavod, one of the hippest cultural places in Moscow. We held an exhibition of our heroes’ portraits, painted in oil by an artist who never met his models and had for the only reference a description they made of themselves.In an attempt to make this exhibition an all-sensory experience, along with the picture of each hero we displayed some of his or her personal things. All this led to a dialogue with clients, ad industry, journalists and the young themselves!

283500 contactsMost talked-about event in Russian ad industryResponse book full of comments from young people eager to participate in the next wave