Title	MONUMENT TO DELIVERY WORKERS
Brand	AZBUKA VKUSA, PEREKRESTOK.RU, OZON, DODO PIZZA, DELIVERY CLUB
Product/Service	GROCERY AND GOODS DELIVERY SERVICES
Category	G07. Corporate Purpose & Social Responsibility
Entrant	POSSIBLE MOSCOW, RUSSIA
Idea Creation	POSSIBLE MOSCOW, RUSSIA
PR	POSSIBLE MOSCOW, RUSSIA
Production	POSSIBLE MOSCOW, RUSSIA

Name	Company	Position
Vlad Sitnikov	POSSIBLE Moscow	Chief Creative Officer
Artem Filimonov	POSSIBLE Moscow	Creative Director
Marat Arutyunov	POSSIBLE Moscow	Creative Group Head
Dmitriy Losev	POSSIBLE Moscow	Creator
Alexey Rudakov	POSSIBLE Moscow	Creator
Nicole Antonyan	POSSIBLE Moscow	Creator
Olga Rostotskaya	POSSIBLE Moscow	Head of Video Production
Anna Baranova	POSSIBLE Moscow	Video Producer
Agunda Baeva	POSSIBLE Moscow	Account Director
Ekaterina Zharkova	POSSIBLE Moscow	Account Manager
Polina Khrestyukhina	POSSIBLE Moscow	Junior Account Manager

Why is this work relevant for Brand Experience & Activation?

The project is addressed to the delivery workers and was executed by 5 local delivery companies. The monument was aimed to celebrate courier's hard and dangerous work during the lockdown. Couriers were connectors between our homes and the external world, providing all the necessities, and they deserve praise and recognition as much as doctors and volunteers. This monument is “thank you” to all delivery service workers.

Background

During the pandemic, couriers were connectors between our homes and the external world. We decided that it was important to show the hard work of those who kept on delivering orders making it possible for many people to survive lockdown all over the country. Together with 5 local delivery companies Azbuka Vkusa, Perekrestok.ru, Ozon, Dodo Pizza and Delivery Club we put up a monument to those who made lockdown possible — the first ever monument to the courier.

Describe the creative idea (20% of vote)

We didn't want to simply thank them - we wanted to emphasise the key role that they played during this crisis so that even in several years people would pass by and remember the significance of delivery workers during the lockdown. The idea took the form of a monument not by chance. It is customary to erect monuments to those people or events, the memory of which we want to carry through the time. This is quite a powerful symbol in the age of the Internet, when information is very quickly forgotten. And the monument will hopefully stand for a very long time.

Describe the strategy (20% of vote)

From the very beginning of the lockdown (self-isolation in Russia) local delivery companies kept sales via services because people have had demand in getting goods and products without leaving home. However, human resources departments have faced a problem — the lack of the employees. Nobody wants to risk their life in exchange for offensive attitude, arrogant behavior and mistrust from the clients. Target audience: 40-65 y.o. moscovites, who despise delivery workers

Describe the execution (30% of vote)

This monument is our collective "thank you" to all delivery workers. The monument is made of metal and concrete - materials traditionally associated with the urban environment and style. The courier's silhouette in the door next to the box symbolises all delivery workers who make sure that we get millions of important goods and packages every day. The composition is the one we've came across every day - the box is used as a stand for the order to make the process of delivery contactless and safe, both for couriers and clients.

List the results (30% of vote)

The project was highly appreciated in media and on TV. We have received more than 450 publications in media, 80 560 892 impressions in first week in 21 country all over the world.

Please tell us how the brand purpose inspired the work

The lockdown has been difficult for everyone. During this time, the job of a delivery worker has become much more meaningful. That's why brands came together to support courier service stuff in such a hard time and to show that they are important for us