Title	THE POINT OF NO RETURN
Brand	ZNAK.COM
Product/Service	ONLINE NEWSPAPER ZNAK.COM
Category	D05. Interactive Experiences
Entrant	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
Idea Creation	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA
PR	GREAT ADVERTISING GROUP St. Petersburg, RUSSIA

Name	Company	Position
Dmitriy Makarov	Great Advertising Group	Creative Director
Andrey Danskov	Great Advertising Group	Creative Director
Oleg Tveritin	Great Advertising Group	Art Director
Dmitriy Assinovskiy	Great Advertising Group	Art Director
Marina Ginzburg	Great Advertising Group	Producer
Ilya Litnitskiy	Great Advertising Group	Account Director
Julia Pivneva	Great Advertising Group	Account Manager

Write a short summary of what happens in the ambient or digital execution or campaign.

On the 100 year anniversary of the tragic event, 17 July 2018, next to the site of the killings, the online newspaper ZNAK.com creates the street art project “The Point of No Return.” An underground crossing. Two walls. Two posters. And one point in between them. The art project puts the viewer between the royal family and the firing squad. Two posters were mounted on opposite walls in the underground crossing next to the place where the tragic event occurred. On one side – the Romanov Family. On the other – their killers. On the ground between the two images is the “point of no return” – a red circle, placed on the line of fire, to place the viewer at the center of the most tragic event in Russian history.

Cultural/Context information for the jury

In the night between the 16th and 17th of July, 1918, in the basement of a private home in Ekaterinburg, the Bolsheviks shoot Russia’s last tsar, Nicholas II, and his entire family. The murder of the Romanovs becomes the point of no return not only for Russia, but for the entire world.