| Title | ALIVE MEMORY |
| Brand | GOOGLE RUSSIA |
| Product/Service | GOOGLE |
| Category |
A01. Interface & Navigation |
|
Entrant Company
|
FRIENDS Moscow, RUSSIA
|
|
Advertising Agency
|
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 |
Creative Execution
How does it works:
We turned the collated letter database into an actual online monument, anyone could contribute by scanning and uploading their family relics. They could be read in chronological order, linked to the names of recipients and senders, and traced along their delivery routes.
A big large network of famous celebrities shoot videos of themselves reading the letters. This is how the project and website started a social movement.
Promo:
In order to attract younger audiences to the project and to remind them of the importance of this memorable date, we enlisted help from 7 talented creators. Our creators have chosen seven wartime letters and gave them a new lease of life. Seven pieces of genuine contemporary art were born.
Results:
Close to 2 000 letters were collected
Close to 3 000 000 project views on YouTube
227 pr mentions
6 000 000 social media reach
211 000 unique users
2 600 000 web page views
468 000 000 media impressions
Problem:
World War II – the Great Patriotic War – has affected nearly every family in Russia. And in the span of it, nearly 6 billion letters were sent home from the frontlines. Still, there exists no common, public database that would collect and catalogue them.
Idea:
Google decided to use technology to rescue these letters before they were lost forever. Thus, we set out to collect the largest online archive of wartime letters in Russia: the "Alive Memory» project