| Title | EVEREST |
| Brand | TOYOTA |
| Product/Service | TOYOTA LAND CRUISER SUVS |
| Category |
B03. Experience Design: Multi Platform |
|
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
|
Credits
| 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
There are over 500,000 search queries related to Mount Everest per month in Russia. And 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.