| Title | THE LONGEST HANDSHAKE |
| Brand | TANGO NETWORK |
| Product/Service | RELATIONS BETWEEN THE TURKS AND THE ARMENIANS |
| Category |
A06. USE OF SPECIAL EVENTS AND STUNT/LIVE ADVERTISING |
|
Entrant Company
|
TWIGA Moscow, RUSSIA
|
|
Advertising Agency
|
TWIGA Moscow, RUSSIA
|
|
Production Company
|
ADACTIVE Tbilisi, REPUBLIC OF GEORGIA
|
Credits
| Michael Elagin |
TWIGA |
Creative Director |
| Grant Abovyan |
TWIGA |
Art Director |
| Semen Galkin |
TWIGA |
Copywriter |
| Vardan Martirosyan |
TWIGA |
Agency Producer |
| Sophya Gelman |
TWIGA |
Pr Director |
| Yana Udalova |
TWIGA |
Pr Manager |
| Nino Purtseladze |
TWIGA |
Account Manager |
| Margarita Indionkova |
TWIGA |
Graphic Designer |
Results and Effectiveness
It caused a sensation. More than 250 media. 11 countries. More than 40 mln people reached.
Foreign ministers shook hands for the first time in 5 years.
Creative Execution
They have found a perfect place In Tbilisi to implement the idea. Both symbolic and popular.
Insights, Strategy and the Idea
1. To break the ice in relations between the Turks and the Armenians.
2. All Turks and Armenians, who have feuding for over a hundred years
3. Those who dare to come closer together are seen as traitors, and their efforts have been erased. Great courage and a big heart are needed to make new steps. Extraordinary step is needed.
4. TANGO Network, which unites non-government organizations in both countries, believe that time to break the vicious circle has come. And we have shown that the Turks and the Armenians are ready for extraordinary act of bravery to change the situation. To become closer.