ALIVE MEMORY NEW LIVE OF FRONT LETTERS
| Title | ALIVE MEMORY NEW LIVE OF FRONT LETTERS |
| Brand | GOOGLE RUSSIA |
| Product/Service | GOOGLE |
| Category |
A02. Non-Fiction: series or film |
|
Entrant Company
|
FRIENDS Moscow, RUSSIA
|
|
Contributing Company
|
FRIENDS Moscow, RUSSIA
|
|
Production Company
|
STEREOTACTIC Moscow, RUSSIA
|
|
Production Company 2
|
BAKEHOUSE (VIDEOPRODUCTION) Moscow, RUSSIA
|
Credits
| Marco Cremona |
Google Russia |
Creative Director |
| Natalya Nesmachnaya |
Google Russia |
Head of B2C marketing |
| Ivan Girba |
Google Russia |
B2C-marketing manager |
| Ekaterina Kondratieva |
Google Russia |
PR-manager |
| Arina Avdeeva |
Friends Moscow |
Creative director |
| Daria Davydova |
Friends Moscow |
Account director |
| Alya Lugovaya |
Friends Moscow |
Video Producer |
| Peter Fomichev/Jury Zalvovsky |
Friends Moscow |
Digital Producers |
| Dmitry Maseykin/Alexander Zavatskiy |
Friends Moscow |
Art Directors |
| Andrey Popov |
Friends Moscow |
Copywriter |
| Victor Gorbachev |
Stereotactic |
Director |
| Egor Protsko |
Stereotactic |
Operator |
| Natalia Urchenko |
Stereotactic |
Producer |
| Pavel Zarenov |
Stereotactic |
Sound Engineer |
| Aleksey Orlov |
Stereotactic |
Film Editor |
| Vadim Kolosov/Aleksandr Turkunov |
Stereotactic |
Sound-design |
| Konstantin Sorokov |
Bakehouse |
Photographer |
| Willem Rabe |
Bakehouse |
Illustrator |
| Ruslan Idiatov |
Bakehouse |
Design and Animation |
| Kostya Duffus |
Bakehouse |
DOP |
The Campaign
Brief:
To promote the largest online archive of wartime letters in Russia - the "Alive Memory» to a young generation.
Idea:
World War II, which is more commonly recalled in Russia as the Great Patriotic War, has affected nearly every family in the country. Almost 6 billion letters were sent home from the frontlines. Those letters are not simply ink put on paper. In the ink are faith, despair, pain, hope, longing, and love. So we came up with the idea to pass on to next generations the things that our ancestors felt when they wrote these letters with the help of contemporary art.
How does it work:
We enlisted 7 talents to help us. Our creators chose seven wartime letters and gave them a new lease of life. Seven genuine pieces of contemporary art such as music, poetry, performance, painting, photo album, installation and dance were born, based on these letters.
Results:
227 articles
211 000 unique users
2 600 000 page views
6 000 000 social media reach
468 000 000 press mentions
Product description - It is an image campaign to establish local relevance for Google
During the project promo campaign we created 7 videos about young talents creating real artwork inspired by the the war time letters. In addition, we recorded 50 videos of russian celebrities reading letters from the frontline. We also received copies of more than 2000 letters.