| Title | THE POWER OF SUPPORT |
| Brand | ONLINE-NEWSPAPER ZNAK.COM |
| Product/Service | ONLINE-NEWSPAPER ZNAK.COM |
| Category |
A04. AMBIENT MEDIA: LARGE SCALE |
|
Entrant Company
|
VOSKHOD Yekaterinburg, RUSSIA
|
|
Advertising Agency
|
VOSKHOD Yekaterinburg, RUSSIA
|
Credits
| Andrey Gubaydullin |
Voskhod |
Creative Director |
| Anton Rozhin |
Voskhod |
Copywriter |
| Darya Ovechkina |
Voskhod |
Copywriter |
| Vladislav Derevyannykh |
Voskhod |
Art Director |
| Dmitry Maslakov |
Voskhod |
Art Director |
| Dmitry Donik |
Voskhod |
Supervisor |
The Brief
In December of 2013, the independent online-newspaper, Znak.com, celebrated it’s first anniversary. Despite being so new, Znak.com was ranked in the top 10 of Russian internet news media sites, thanks to the interest and support of the readers. The time has now come to thank those readers.
Creative Execution
The connection between the two books symbolises the support of the readers. We used no adhesive at all to show the fair relations of the web-site and it's audience.
Describe the creative solution to the brief/objective.
We printed two books: 500 pages of Znak.com’s articles and 500 pages of the readers’ comments. Without any adhesive, we bound the books together page by page. Supported only by the friction force between the pages of the books, we raised editor-in-chief Aksana Panova more than 18 meters in the air. This represented the connection that keeps Znak.com from falling.
Results
The stunt was widely discussed in the media and led to a wave of visitors to Znak.com. The number of unique visitors increased by 9% right after the video premiere.
The next day, it was named “video of the day” and aired hourly on a popular national TV channel “Dozhd”. It was also aired hourly on the national TV channel “Channel 5”, and published by the largest news portals. Overall it got 1.8 million views just in three days.
Thanks for the support.