| Title | CHEKHOV IS ALIVE |
| Brand | GOOGLE |
| Product/Service | GOOGLE: YOUTUBE, YOUTUBE MULTICAM, HANGOUTS AND OTHERS |
| Category |
A05. Live Broadcast / Live Streaming |
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Entrant
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ARK CONNECT Moscow, RUSSIA
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Idea Creation
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SLAVA Moscow, RUSSIA
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PR
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KETCHUM MASLOV Moscow, RUSSIA
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Production
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ARK CONNECT Moscow, RUSSIA
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Production 2
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SLAVA Moscow, RUSSIA
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Production 3
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KETCHUM MASLOV Moscow, RUSSIA
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Production 4
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PICHESKY Moscow, RUSSIA
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Additional Company
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PICHESKY Moscow, RUSSIA
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Credits
| Google, SLAVA, ARK CONNECT, Ketchum Maslov, Pichesky |
Google, SLAVA, ARK CONNECT, Ketchum Maslov, Pichesky |
Client & Agencies that worked on the project |
The Campaign
Google took up the challenge of revamping Russian literature using its technological expertise to prove to youngsters that classic books and their content can be as engaging as any other activity on the internet.
Creative Execution
We held a nationwide online casting letting anyone find out which role from Chekhov’s stories would suit them best – July - September, 2015
Social Media (Instagram #Chekhovziv, FB, bloggers), partnerships with Moscow summer musical festivals – popular among young people: Ahmad Music Festival, PicniqueAfisha, Faces&Laces, etc., Love Radio – all were used to attract people to online casting. The famous “Evening Urgant” talk-show on Russia’s 1st channel had a program devoted to Chekhov’s online readings.
September 25-26th – Live Stage event - A fantastic cast of common people and celebrities played in a 24 hour-long online theatrical performance live-streamed on YouTube from different parts of the world
Readings took place on 25 stages, live, in Moscow, New York, London & around the world. 700 actors participated in readings online. Russia’s prime channels (ORT & NTV) picked up the news.
Project reached over 60% of Russian population
It generated 5,5 billion media impressions
Over 1 000 000 people took part in casting
Over 700 000 unique viewers watched the event live
In the year of literature we unified some of Russia's most renowned values –Russian literature –with Google technologies. We turned to Anton Chekhov one of Russia's most beloved playwrights and held a 24-hour marathon of online readings of Chekhov's plays. The readings were held on the largest online stage in the world. Collaborating with Chekhov's theatre actors we gave our audience a unique chance to participate in casting and live the lives of Chekhov’s characters. Ordinary people imagined themselves as actors on stage in famous plays, and at the same time enhanced their online experience via Google technologies and expertise.
Google is cementing its leadership position via engaging with the young audience and utalizing some of the most renowned Russian cultural heritage and values.