| Title | TWIN SOULS |
| Brand | CHANGE ONE LIFE |
| Product/Service | ADOPTION AWARENESS |
| Category |
A02. Creative Innovation (incl. business solutions in association with a brand or creative campaign) |
|
Entrant Company
|
Y&R Moscow, RUSSIA
|
|
Advertising Agency
|
Y&R Moscow, RUSSIA
|
Credits
| Marco Cremona |
Young/Rubicam Fms |
Chief Creative Officer |
| Luis Tauffer |
Young/Rubicam Fms |
Chief Creative Officer |
| Federico Fanti |
Young/Rubicam Fms |
Associate Creative Director |
| Jaime Mandelbaum |
Y/R Central/Eastern Europe |
Chief Creative Officer |
| Tatiana Vasileva |
Young/Rubicam Fms |
Art Director |
| Raushania Rakhimova |
Young/Rubicam Fms |
Art Director |
| Tatiana Zabelina |
Young/Rubicam Fms |
Designer |
| Anastasiya Koroleva |
Young/Rubicam Fms |
Account Director |
| Nonna Abalyan |
Young/Rubicam Fms |
Account Manager |
| Erkin Bekmirzaev |
Young/Rubicam Fms |
Copywriter |
| Inna Alperovich-chikhladze |
Young/Rubicam Fms |
Agency Producer |
| Kirill Novikov |
Young/Rubicam Fms |
Director |
| Alexey Al-nashi |
Adservice |
Head Of Tv Production Department |
| Alexander Perminov |
Adservice |
Senior Art Director |
| Ilya Malov |
Adservice |
Film Editor |
| Egor Kasatskiy |
Adservice |
Computer Graphics Specialist |
| Mikhail Ovsyannikov |
Adservice |
Computer Graphics Specialist |
| Valentin Borisevich |
Adservice |
Sound Engineer |
| Yana Seredenko |
Adservice |
Producer |
| Bump Interactive |
Digital Production |
|
The Brief
Every year, more than 150,000 kids become orphans in Russia. Unfortunately, just half of them find a new family, because many potential parents fail to establish a deep emotional connection with the kids. Finding a way to rapidly create such a strong bond is vital for the future of these children.
Together with “Change One Life” a charitable foundation we launched a project which helps both sides.
For the first time, the national database of orphans was integrated with face recognition technology. The technology compares the picture of an adopter with photos of orphans in the archive and shows the profiles of kids who look like the adopter.
The project generated a huge buzz all over Russia and was covered by print, online media and TV. Celebrities became our project’s ambassadors. The online video about the project was viewed more than 380.000 times in only 3 days and had more than 40.000 likes and 1.200 shares. The number of participants in foundation group in Odnoklassniki social network increased by 50% - up to 101.000 people.
As a result, in the first 2 weeks, the foundation website had more than 680.000 unique visitors. The number of enquiries for adoption from potential parents increased by 500%.