| Title | JAIL CHESS CUP |
| Brand | RUSSIAN CHESS FEDERATION |
| Product/Service | JAIL CHESS CUP |
| Category |
A05. LIVE EXPERIENCE |
|
Entrant Company
|
TBWA\MOSCOW, RUSSIA
|
|
Contributing Company
|
TBWA\MOSCOW, RUSSIA
|
Credits
| Maxim Kolyshev |
TBWA/Moscow |
Creative Director |
| Julia Komolikova |
TBWA/Moscow |
Copywriter |
| Natalia Bystrova |
TBWA/Moscow |
Art Director |
| Igor Yerasov |
TBWA/Moscow |
Designer |
| Maxim Maxutov |
TBWA/Moscow |
Designer |
| Sergey Koptsiovsky |
TBWA/Moscow |
Strategist |
| Gavriil Spirin |
TBWA/Moscow |
Agency Producer |
| Olga Kirillova |
TBWA/Moscow |
Agency Producer |
| Anna Semenova |
TBWA/Moscow |
Account Director |
| Julia Savina |
TBWA/Moscow |
Junior Account Manager |
| Alexey Ulanov |
TBWA/Moscow |
Managing Director |
| Ekaterina Khozyaeva |
TBWA/Moscow |
Account Manager |
| Oksana Klichnikova |
TBWA/Moscow |
Pr Manager |
The Campaign
The game of chess is mostly considered as rather outdated. Most of the people involved - are regular and heavy players. The rest - don't see any use of playing chess. Even though Russia has chess celebrities such as Anatoly Karpov, Garry Kasparov, Vladimir Kramnik etc. still ordinary people are not interested in chess.
Results
Can a game of chess totally change someone’s life? That’s what we asked ourselves when the Russian Chess Federation briefed us to draw people’s interest to the game.
We decided to stress the idea that chess is something much more than just a game, that chess can teach people to analyse the moves they make not only on the chessboard, but in their lives too.
We addressed those who had found themselves in jail because of their thoughtless actions.
We asked participants to play the game of their life, for a chance to change the life. And offered them the opportunity to take part in the Jail Chess Cup.
The winner would be eligible for early parole.
World Chess Champion Anatoly Karpov supported the idea.
We decided to find the audience who can value chess skill most. That landed us in jail where chess can serve penitentiary needs.
The target audience was prisoners who can play chess and ready to early release from prison. Two TV spots were filmed in Ryazan prison to outline authentic atmosphere of jails. They were aired around prisons, announcing the Jail Chess Cup.
Prisoners could find entry forms in special issue Chess Survey 64 magazine.
The Jail Chess Cup Finals was announced and broadcast on ChessTV.com.
We made 10000 prisoners to ponder about changing their lives.
200 players took part in the tournament, 16 of them made into the finals.
Several thousands people watched the finals via online live broadcast on ChessTV.com
Major news publications covered this event.
As a result of the campaign, Russian Chess Federation decided to run International Jail Chess Cup.
In December, the Jail Chess Cup winner – Leonid Korol, has to be released.
He won the game of his life.