AI VERSUS

Short List
ClientTV RAIN
Category A05. Media / Entertainment
TitleAI VERSUS
Product/ServiceTV RAIN SUBSCRIPTION
Entrant VOSKHOD Ekaterinburg, RUSSIA
Idea Creation VOSKHOD Ekaterinburg, RUSSIA
Idea Creation 2 ISD GROUP Kiev, UKRAINE
Media Placement VOSKHOD Ekaterinburg, RUSSIA
PR VOSKHOD Ekaterinburg, RUSSIA
Production VOSKHOD Ekaterinburg, RUSSIA
Production 2 ISD GROUP Kiev, UKRAINE
Production 3 APPS SOLUTIONS INC Troy, USA
Credits
Name Company Position
Andrey Gubaydullin Voskhod Creative Director
Anton Rozhin Voskhod Copywriter
Darya Ovechkina Voskhod Copywriter
Dmitry Maslakov Voskhod Digital Creative Director
Anna Maslyakova Voskhod Digital Art Director
Vasily Tsykin Voskhod Technical Director
Liliya Zagidullina Voskhod Web Designer
Vladislav Derevyannikh Voskhod Design Director
Elizaveta Larionova Voskhod Producer
Viktor Shkurba ISD Group GmbH Director of Creative Technology
Andrew Sergeyev ISD Group GmbH Head of Development
Svitlana Taborskykh ISD Group GmbH Head of Data & Analytics
Andrii Mishchenko ISD Group GmbH Creative Technology Head
Michael Traverse ISD Group GmbH UX & Strategy Head
Kateryna Malashok ISD Group GmbH Creative Technologist
Dmytro Yatsyna ISD Group GmbH Creative Technologist
Helena Shyta ISD Group GmbH Producer
Dariia Andriushchenko ISD Group GmbH Producer
Mykola Slobodian The App Solutions CTO
Oleksandr Bushkovskyi The App Solutions Lead Architect
Illia Vasylevskyi The App Solutions Data Scientist
Andrii Shokotko IThe App Solutions Data Scientist
Oleksii Shevchuk The App Solutions Project Manager

Background

Russia’s media channels are subordinated to the government. They always present the news in the way that is beneficial to the government. They are completely “pro-Putin” and know how to brainwash people’s heads. There is a channel that is opposed to them; it is not financed by the government and doesn’t take instructions from anyone, so it can tell about things that are hushed up by the federal channels. Obviously, the content, vocabulary and manner of news representation is very different. The worldview of a person who watches a different channel is different too. The goal of the campaign was to increase awareness of the independent channel. It was also to reveal a deep mental problem of information environment as the crucial factor influencing people’s minds.

Describe the strategy

The target audience - politically active people interested in obtaining true information. They actively use social networks. There’s no use in trying to impose an opinion on them, as they are intolerant towards direct advertising. They are used to making choices, comparing and experimenting on their own. That’s why they were offered to participate in an experiment that would show how a worldview is formed depending on the information environment. Asking a question, a person becomes a participant of the experiment, because the result is unpredictable and it depends on how a question was asked. There isn’t no intention to highlight either of the channels. However, the peculiarities of the vocabulary and manner of presentation are revealed. Everybody is free to choose either an officially bland material presentation of a state channel or a vivid and lively language of the independent channel. The choice is theirs.

Describe the execution

A mix of innovative technologies (Google Speech-to-Text, Trained Neural Network, Question Answering Model (Q&A), ODQA, Word Embeddings) helped AIs absorb terabits of information. After 6 months, they could answer any questions. But only using the knowledge and vocabulary of the programs they had watched. Using the website interface, everybody can ask a question to the AIs and get answers from them or read related answers. Also, one can vote for the system he/she likes more.

List the results

The story rocketed around the Internet and media. In one week 14 048 080 media impressions 193 427 visitors 93% voters favored TV Rain's AI In one month 386% growth in number of subscribers

Dreamy and slightly surreal, Ice Skaters for Ikea from CZAR Brussels

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. 

How do you make an idea work when your entire media budget is pulled, a week before launch?

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.

The gin, the city, the song and the search for the special colour of Seville

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.

Final Entry Deadline: 22 October

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