Winners & Shortlists

THE LONGEST HANDSHAKE

TitleTHE LONGEST HANDSHAKE
BrandTANGO NETWORK
Product/ServiceRELATIONS BETWEEN THE TURKS AND THE ARMENIANS
Category A03. PUBLIC AFFAIRS & LOBBYING
Entrant Company TWIGA Moscow, RUSSIA
PR Agency TWIGA PR Moscow, RUSSIA
Production Company ADACTIVE Tbilisi, REPUBLIC OF GEORGIA
Credits
Name Company Position
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

The Campaign

Background: The story of relations between the Turks and the Armenians is a never-ending tragedy. There was everything… Everything but friendship. Objective: bring together the peoples of Turkey and Armenia, who have feuding for over a hundred years. TANGO Network, which unites non-government organizations in both countries, believe that time to break the vicious circle has come. Idea. To create the longest manifestation of friendship ever between those who almost never enjoyed friendship. Solution. On December 6, 2013 two people from Armenia and Turkey gave each other a hand. On December 8, after 43 hours, they set a world record in the duration of a continuous handshake. Despite wind and cold. Showing that it is possible to close the border between countries, but not between people. Results. It caused a sensation. And not only in Turkey and Armenia. More than 250 media in 11 countries. More than 40 mln people reached. But what is more important, it has found massive support.

The Brief

To create an indestructible symbol, a bright spot that could break the ice between the Turks and the Armenians,who have feuding for over a hundred years

Results

It caused a sensation. And not only in Turkey and Armenia. More than 250 media in 11 countries. More than 40 mln people reached. But what is more important, it has found massive support.

Execution

3 days of live act: the longest handshake in the history of mankind between those who almost never enjoyed friendship. Intensive PR before the event, during event and after. A commemorative sign was installed after that as a reminder that one can close the border between countries but not between people. This sign is forever.

The Situation

The story of relations between the Turks and the Armenians is a never-ending tragedy. There was everything… Everything… but friendship… 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. Non-government organizations of both countries believe the time has come.

The Strategy

To create the longest manifestation of friendship ever between those who almost never enjoyed friendship.