B07. Financial, Commercial Public Services, Healthcare & Medical
Entrant Company
FRIENDS Moscow, RUSSIA
Advertising Agency
FRIENDS Moscow, RUSSIA
Production Company
STEREOTACTIC Moscow, RUSSIA
Production Company 2
BAKEHOUSE (VIDEOPRODUCTION) Moscow, RUSSIA
Credits
Name
Company
Position
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
Product description - It is an image campaign to establish local relevance for Google
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