| Title | THE LONGEST HANDSHAKE |
| Brand | TANGO NETWORK |
| Product/Service | RELATIONS BETWEEN THE TURKS AND THE ARMENIANS |
| Category |
A06. EVENTS & EXPERIENTIAL (INCL. STUNTS) |
|
Entrant Company
|
TWIGA Moscow, RUSSIA
|
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PR Agency
|
TWIGA PR Moscow, RUSSIA
|
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Production Company
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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 |
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
he 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.