How does it work:
We turned the collated letter database into an actual online monument, anyone could contribute by scanning and uploading their family relics. They could be read in chronological order, linked to the names of recipients and senders, and traced along their delivery routes.
A big large network of famous celebrities shoot videos of themselves reading the letters. This is how the project and website started a social movement.
Promo:
In order to attract younger audiences to the project and to remind them of the importance of this memorable date, we enlisted help from 7 talented creators. Our creators have chosen seven wartime letters and gave them a new lease of life. Seven pieces of genuine contemporary art were born.
Results:
Close to 2 000 letters were collected
Close to 3 000 000 project views on YouTube
227 pr mentions
6 000 000 social media reach
211 000 unique users
2 600 000 web page views
468 000 000 media impressions
Product description - It is an image campaign to establish local relevance for Google
Problem:
World War II – the Great Patriotic War – has affected nearly every family in Russia. And in the span of it, nearly 6 billion letters were sent home from the frontlines. Still, there exists no common, public database that would collect and catalogue them.
Idea:
Google decided to use technology to rescue these letters before they were lost forever. Thus, we set out to collect the largest online archive of wartime letters in Russia: the "Alive Memory» project