|Product/Service||TOYOTA LAND CRUISER SUVS|
|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|
|Anatoly Topol||Yandex||Special Projects Director|
|Konstantin Lysenko||Yandex||Special Projects Group Head|
|Anton Aralin||Yandex||Production Designer|
|Olga Bolotova||neq4||Content Manager|
The CampaignThere 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 ExecutionWe 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.
Over 1 000 000 unique visitors. More than 70% of users strolled along the virtual route on the website. Over 20 000 shares.
Target audience of Toyota Land Cruiser SUVs is represented by well-off drivers fond of outdoor adventures. Expeditions to Everest are one of the most expensive and inaccessible tourist experiences. Info on the web was inconsistent and our goal was to create a meaningful virtual tour of the world’s highest mountain top. Also Toyota’s priority was using the latest technology along the way. That’s why we chose the state-of-the-art light-weight photo equipment and created a unique 3D model of the mountain reflecting the route for user engagement on the project’s web site. Toyota SUVs were integrated into the panoramas, while stories of climbers describe the vehicles as reliable helpers in achieving the goal.
Ice Skaters shows the dreamy and slightly surreal spectacle of a middle aged couple spinning and gliding on the polished wood floors of an elegant, high-ceilinged apartment in their socks. With the tagline 'Bring life into your living room' it is a beautifully crafted advert creating a warm, nostalgic mood for the brand, Ikea. It won Bronze at Eurobest in 2018 for production company CZAR Brussels. Director, Joe Vanhoutteghem and producer, Lander Engels talk to Eurobest about the experience of creating the work.
The team at Marvelous Moscow have the answer. CCO, Artem Sinyavskiy shares the story of how their work for Skylink, 'The 1 MB Campaign', went on to win Bronze at Eurobest in 2017, despite the media budget being pulled a week before the launch of the campaign.
PS21 Madrid, the creative transformation company set up by founder of creative agency dommo Agustín Vivancos, was in its first year when the team began work on Searching for the Special Colour of Seville. It was a piece of work that would not only go on to win the agency’s first major award, Bronze in Creative Data at Eurobest in 2018, but would also become part of Seville’s cultural heritage. We hear how the idea came to life from Strategy Director, Sergio Garcia and Executive Creative Director, Victor Blanco.