H02. Branded Tech off-line (incl. Digital Installation/Exhibit)
Entrant Company
Y&R Moscow, RUSSIA
Advertising Agency
Y&R Moscow, RUSSIA
Credits
Name
Company
Position
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
Artem Goncharov
Young/Rubicam Fms
Senior Art Director
Nikita Bocharov
Young/Rubicam Fms
Copywriter
Polina Krasnova
Young/Rubicam Fms
Designer
Daria Trubetskaya
Young/Rubicam Fms
Head Of Clients Department
Andrey Pavlov
Young/Rubicam Fms
Client Service Director
Pavel Basov
Young/Rubicam Fms
Senior Account Manager
Elena Grigorieva
Young/Rubicam Fms
Account Manager
Alexey Al-nashi
Adservice
Head Of Tv Production Department
Alexander Perminov
Adservice
Senior Art Director
Ilya Malov
Adservice
Film Editor
Yana Seredenko
Adservice
Producer
Valentin Borisevich
Adservice
Sound Engineer
Michael Ovsiannikov
Adservice
Computer Graphics Specialist
Egor Kasatsky
Adservice
Computer Graphics Specialist
Oleg Maximov
Adservice
Computer Graphics Specialist
Yuri Kovalev
Business-partner Llc
General Director
Creative Execution
With a help of an innovative technology Dislife managed to make noticed the people with disabilities. If a non-disabled driver tried to take the disabled parking space, the projection appeared. After what the reaction was not long in coming. The animated sign had become a convincing argument for the drivers to look for another proper place to park. The activation took place on underground parking spaces of shopping malls and business centers in Moscow. The interactive communication of drivers and the holograms was filmed on hidden cams and had become a part of an online-video.
The project provoked discussions all over Russia: in social media, print, online press and on TV, including the Channel One, the most popular channel in the country. It also inspired a petition to increase punishment for incorrect parking, which was sent to the Russian Government. Incredibly, during the period of the activation no one driver broke the parking rules. Given the positive impact of the project, other business centers and shopping malls are interested in joining the cause.
Unfortunately, the identification parking signs on the ground mean nothing for non-disabled drivers. They ignore the signs and take disabled parking spaces. We decided to deliver a message to the drivers just right in the place where they break the law. On underground parking spaces of shopping malls and business center in Moscow, the non-profit organization Dislife turned the disabled parking signs into hologram projections of real disabled people. The equipment installed on disabled parking spaces was able to instantly project a holographic image on a thin air screen saturated with water dispersion, invisible to human eyes. Hidden cams verified the presence of a disabled sticker on windshields of an approaching car. If the sticker wasn’t detected the projection of a real disabled person appeared in front of the driver who didn’t respect the parking law. Through a real-time dialogue the projection persuaded drivers to find another place to park.