B04. Charities, Public Health, Safety & Awareness Messages
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
The Campaign
More than 30% of non-disabled drivers in Russia ignore identification signs and take parking spaces reserved for people with disabilities, creating lots of problems for them. The truth is that the signs on the ground mean nothing for the drivers. They always forget about the people behind these signs. That’s why the non-profit organization Dislife which stands for rights of the disabled in Russia set the goal to make disabled people noticed. We turned the disabled parking signs into hologram projections of real disabled people in shopping malls and business centers in Moscow. If a non-disabled driver tried to take the disabled parking space, the projection appeared reminding that the flat signs are more than they seem to be. The interactive communication of drivers and the holograms was filmed on hidden cams and had become a part of an online-video. The strength of the creative solution is about humanizing an aseptic sign, what helped us to awake the sensitivity even in the most impolite drivers. Hundreds of sent press-releases did their job. Millions of Russians got aware of disabled people rights. The project that had started offline provoked discussions in all types of media all over the country.
The Brief
The non-profit organization Dislife which stands for rights of the disabled in Russia set the goal to make disabled people noticed. We turned the disabled parking signs into hologram projections of real disabled people in shopping malls and business centers in Moscow.
Execution
The activation took place on underground parking spaces of shopping malls and business centers in Moscow, including the largest mall in Europe. 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. The interactive communication of drivers and the holograms was filmed on hidden cams and had become a part of an online-video. The video together with hundreds of press-releases helped us to create impressive buzz around the right of people with disabilities.
During the period of the activation, 100% of non-disabled drivers who received the message from the projection started to look for another parking place.
The online-videos gained more than 350 000 views. 5098 people signed the petition to increase the punishment for an incorrect parking which was sent to the Russian Government.
The project provoked discussions all over the world – from Russia to USA, from Brazil to Japan – in all kinds of media. It was featured by Channel One Russia, People magazine, USA Today, GLOBO, Euronews, Huffington Post and so on.
Surprisingly, the feedback of the journalists and the audience regarding the project was always positive.
The Strategy
Dislife turned the flat parking signs into hologram projections of real disabled people on underground parking shopping malls and business centers in Moscow. If a non-disabled driver tried to take the disabled parking space, the projection appeared reminding that the flat signs are more than they seem to be.