| Title | THE LONGEST HANDSHAKE |
| Brand | TANGO NETWORK |
| Product/Service | RELATIONS BETWEEN THE TURKS AND THE ARMENIANS |
| Category |
A01. USE OF PROMOTIONAL STUNTS/ LIVE ADVERTISING/ LIVE SHOWS / CONCERTS & FESTIVALS |
|
Entrant Company
|
TWIGA Moscow, RUSSIA
|
|
Advertising Agency
|
TWIGA Moscow, RUSSIA
|
|
Production Company
|
ADACTIVE Tbilisi, REPUBLIC OF GEORGIA
|
Credits
| Margarita Indionkova |
TWIGA |
Graphic Designer |
| Grant Abovyan |
TWIGA |
Art Director |
| Semen Galkin |
TWIGA |
Copywriter |
| Vardan Martirosyan |
TWIGA |
Agency Producer |
| Semen Galkin |
TWIGA |
Copywriter |
| Yana Udalova |
TWIGA |
Pr Manager |
| Nino Purtseladze |
TWIGA |
Account Manager |
| Margarita Indionkova |
TWIGA |
Graphic Designer |
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
Describe how the promotion developed from concept to implementation
To create the longest manifestation of friendship ever between those who almost never enjoyed friendship.3 days of live act: the longest handshake in the history of mankind between those who almost never enjoyed friendship.
Describe the success of the promotion with both client and consumer including some quantifiable 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. Foreing Ministers shook hands for the for the tirst time in 5 years. It was suggested to re-initiate dialogue on opening the border.
Explain why the method of promotion was most relevant to the product or service
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. We have shown that the Turks and the Armenians are ready for extraordinary act of bravery to change the situation. To become closer.