| Title | IT’S NOT A COUB |
| Brand | CHARITY FUND GALCHONOK |
| Product/Service | CHARITY FUND GALCHONOK |
| Category |
A11. Charities & Non-profit |
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Entrant
|
MORE Moscow, RUSSIA
|
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Idea Creation
|
MORE Moscow, RUSSIA
|
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Production
|
MORE Moscow, RUSSIA
|
Credits
| Maria Borzilova, Yaroslav Orlov / Olga Grishakova / Julia Andriyanova / Ekaterin |
MORE (BBDO Group) |
Creative Director / Art Director / Copywriter / Producer |
The Campaign
We came up with an idea to use a well-known online analogue of those repetitive daily efforts and hacked the format of super popular Russian video website Coub. Coub is an entertainment platform where people create and share looped videos up to ten seconds long. With “Galchonok” we created five pseudo-coubs with kids repeating their everyday rehabilitation routine. Literary hand-made loop effect.
Creative Execution
We made a channel with five pseudo-coub videos united with one simple message ‘The key is not to stop’.
– Pseudo-coub videos went on top popular coubs within a week. (93 378 views)
– Thousands users in social networks shared their personal rehabilitation stories.
– 22 publications in media
– Reach 5 477 889 people.
STRATEGY
To attract attention to difficult theme of kids with organic and incurable neurosystem traumas not showing them in dramatical and tearful way we used unusual format of entertaining website Coub.com.
TA
Active internet users who don’t think or even know about difficulties that some kids face because of organic and incurable neurosystem traumas.