Title	THE CONSTANCY OF FUN AND DIRT
Brand	FEDOROV&KRUZENSHTERN BAND
Product/Service	NEW MUSIC ALBUM "THE CONSTANCY OF FUN AND DIRT"
Category	G02. Low Budget / High Impact Campaign
Entrant	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Idea Creation	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Media Placement	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
PR	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Production	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA

Name	Company	Position
Andrey Danskov	Great Advertising Group	Creative Director
Maria Keselman	Great Advertising Group	Senior account manager
Dmitriy Assinovskiy	Great Advertising Group	Art Director
Karina Vorobyeva	Great Advertising Group	Project manager
Viktor Doniukov	Great Advertising Group	Account Director

Provide budget details

0 rubles

Why is this work relevant for Direct?

The main component of the project is the artistic packaging of the album: the garbage bags with a portrait of a laughing Daniel Kharms that we scattered throughout the city, leaving tips in the premiere video, and on a special website. The goal of all the pre-concert promo activity was so that that new musical material would fall directly into the hands of potential listeners.

Background

Can ordinary garbage be a promotional tool? Of course, it can! That is if the promotional budget is 0 rubles, and the promotion is for an avant-garde experimental music album based on the verses of Russia’s main absurdist poet, Daniil Kharms. The album is from the band “Fedorov and Kruzenshtern” under the title of “The Constancy of Fun and Dirt.”

Describe the creative idea

That’s why we chose to promote it in the most absurd way: We threw the album away, like ordinary trash.

Describe the strategy

The album was recorded based on the verses of Russia’s most prominent absurdist poet, Daniel Kharms, who was born and raised in Saint Petersburg. For exactly this reason, Saint Petersburg was chosen as the site of the promo campaign. We took garbage bags with a portrait of Kharm’s face on with it. Then we placed an album inside and placed the bags around the city. We created a landing page with interactive hints about where to find the album. We shot a promotional video to a song from the new album showing how the main character hiding bags with the album inside in his favorite places around the city. The audience first saw the new video, then went to the website and searched for hints about where to find the new album. They then repeated parts of the main character’s route in the video while in search of the bags.

Describe the execution

We put garbage, dirt, and scrap paper from the print edition of the album into garbage bags adorned with a portrait of a laughing Daniel Kharms. We also put copies of the new album inside and left bags around the city in places that were significant to the poet. To help find the bags, we created a site and left hints on there http://hahahaharms.ru/ and clues in the premiere music video. Two days before the concert premiere, all the remaining garbage from the run appeared in front of the concert venue: the tracks of the new album played for 48 non-stop hours from the garbage bags.

List the results

The installation gained media attention, and the project received more than 3.6 million impressions in the media. The video with the hints was included in the “Best Clips of the Week” collections on MEDUZA.io and GAZETA.RU. All upcoming concerts completely sold out.