Category B01. User Experience Design (UX)
Entrant YANDEX Moscow, RUSSIA
Idea Creation YANDEX Moscow, RUSSIA
Media Placement YANDEX Moscow, RUSSIA
Production YANDEX Moscow, RUSSIA
Production 2 JETSTYLE Ekaterinburg, RUSSIA
Production 3 NEQ4 Moscow, RUSSIA
Additional Company TOYOTA Moskow, RUSSIA
Name Company Position
Anatoly Topol Yandex Special Projects Director
Konstantin Lysenko Yandex Special Projects Group Head
Anton Aralin Yandex Production Designer
Alexander Zharikov Yandex Producer
Olga Bolotova neq4 Content Manager

The Campaign

Yandex as a leding Russian search engine receives over 500 000 search queries about Mount Everest every month. On Yandex Maps just like on Google Maps it is easy to take a virtual tour of strolling the Champs-Elysees or San Marco, but what about climbing to the highest point on Earth? Only a bit more than 4,000 people managed to win its top. No wonder, since Everest is one of the planet's most inaccessible places. Base Camp where the climbing starts is located at 5,200 m altitude, higher than mountain top of Europe's Mont Blanc (4,810 m). Everest was our destination for driving Toyota SUVs to shoot the first ever street view of climbing the world's highest peak.

Creative Execution

We organized the first expedition to Everest in 2015. But no one managed to reach the peak that time because of the earthquake. In 2016, we repeated the attempt, the cars delivered the climbers and equipment to the Base Camp, and we managed to climb up and perform the footage. Project production took more than half a year, which included processing of 1084 photos to create 270 panoramas for 14 kilometers of the road.  For our website, we developed the special 3D model of Everest, overlapped with the ascent route and key points for user convenience. And all the way to the top is accompanied by dubbing with a detailed story from direct participants.