Title | BREAKING POINT |
Brand | CHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS 'FOTO CH’ |
Product/Service | CHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS 'FOTO CH’ |
Category |
A11. Charities & Non-profit |
Entrant
|
E:MG Moscow, RUSSIA
|
Idea Creation
|
E:MG Moscow, RUSSIA
|
Media Placement
|
DPG Moscow, RUSSIA
|
PR
|
DPG Moscow, RUSSIA
|
Production
|
E:MG Moscow, RUSSIA
|
Credits
Anton Melnikov |
e:mg |
Partner: creative & strategy |
Maxim Kolyshev |
e:mg |
Chief Creative Officer |
Tatyana Tarmogina |
e:mg |
Managing Director |
Lidia Veres |
e:mg |
Art Director |
Lubov Esayan |
e:mg |
Copywriter |
Eugenia Raeva |
e:mg |
Client Service Director |
Nadezhda Sokolova |
e:mg |
Account Manager |
Ekaterina Anninskaya |
e:mg |
PR Director |
Alena Kvartnik |
e:mg |
SMM manager |
Alena Kremer |
DPG |
Managing Partner |
Nikolay Zhuravlev |
DPG |
Account Director |
Rudolf Balasanov |
DPG |
Project Manager |
Lilit Grigoryan |
DPG |
Event Manager |
Andrey Kamenev |
National Geographic Russia |
Chief Photographer |
Grigoriy Bulkot |
e:mg |
Cameraman |
Dmitriy Khrustalev |
e:mg |
Operator of the copter |
Serafim Salnikov |
e:mg |
Film editor, Color corrector |
Oleg Litvishko |
e:mg |
Composer |
Eugeniy Pankratov |
e:mg |
Sound Producer |
The Campaign
We believe there are no people with limited possibilities. There are people with unlimited talent.
Creative Execution
9 teenagers went to expeditions: they climbed the mountains of Caucasus and went through ice of Lake Baikal. They lived in severe north conditions, moved along the ice desert, balanced on the edge of the rock.
During the expedition participants made amazing photos, that were presented at the interactive expositions in the center of Moscow and in the major city parks.
With the help of interactive installations, visitors had an opportunity to stand in the photographer’s shoes and to try making similar photos of wild nature, taken far from any civilization.
A film that was made during the expeditions was shown on the TV Rain, the most popular online media in Russia, and in social networks - YouTube, Facebook and Instagram.
The project was supported by famous actors, cinema critics and photographers through their online accounts in social media, and that made a huge buzz all over the world.
Mentioning of “FotoCh” in media increased by 1976%
Total audience: 59 518 000 people (OTS)
PR Value: 1 428 571, 53 USD
Media impressions: 415 107 774
But most importantly, we proved to the society that there are no people with limited possibilities.
To alter the attitude of society to people with special needs and to prove that there are no «limited» possibilities, we addressed our target audience: men and women over 25 years old who are interested in art, visit museums, parks, like active leisure. They are active users of social networks, who are familiar with Internet shopping and read news online. Our project was also targeted at state institutions, capable of supporting «FotoCh».
We decided to present our project not only offline, but, first of all, online, and YouTube was chosen as the relevance platform. During the expedition we made a film about our heroes overpassing wildlife conditions with the participation of bloggers and celebrities. It has been shown on popular online media channels and in social networks.