2021 Brand Experience & Activation


Category A06. Not-for-profit / Charity / Government
Idea Creation GREAT St.Petersburg, RUSSIA
PR GREAT St.Petersburg, RUSSIA
Production GREAT St.Petersburg, RUSSIA
Post Production GREAT St.Petersburg, RUSSIA
Name Company Position
Viktor Donyukov GREAT Head of client service team
Nikita Voronin GREAT Client service
Andrey Danskov GREAT Head of creative team
Elena Grigorieva GREAT copywriting
Alexey Butakov GREAT Art direction
Sergey Filipchenko GREAT copywriting
Maria Keselman GREAT digital production and media
Oleg Tveritin GREAT design

Why is this work relevant for Brand Experience & Activation?

If posters could talk, they would say that the street is ruthless to all who find themselves on it. That's what the social campaign for the Nochlezhka charity organization with Russian celebrities was about. The campaign consisted of two parts: 1. The celebrities spoke to the viewer from real posters on the streets using AR. 2. To increase the coverage of the campaign, we made a video for TV and Youtube, where "the voices of the streets" conveyed a simple message: even those whom the street says "Nobody here cares about you", can get out with our support.


The oldest charity organization that helps homeless people from 1990. The task of Nochlezhka is to bring people back to normal life. Nochlezhka has proven itself quite well in St. Petersburg for its long and effective work with the homeless. Despite this, there are still people who underestimate the difficulties faced by people on the streets. Generally, the attitude towards the homeless in Russia is mixed — many people believe the homeless themselves are to blame for their own misfortunes. This attitude is also transferred to an organization that helps the homeless. Our main goal was to remind people about the problem, get the video viral and get as many clicks to the site as possible, where one can get a more detailed study on the issue. In addition, the goal of the project is to increase the number of donations and subscriptions to the monthly donations.

Describe the creative idea (20% of vote)

When not only recognizable but shabby, wet and tattered celebs faces from posters, which are treated indifferently and even cruelly, speak about it — this is the chance to reach a sceptical audience and evoke empathy and trust. "Nobody cares about you here" is the main message of our campaign.

Describe the strategy (20% of vote)

We decided to draw attention to the problem of homelessness by emphasizing the hardships people face on the street. Our target audience: Residents of St. Petersburg, doubting, undecided, inclined to think about a problem if told about it by someone they trust. The homeless themselves could tell a lot about life on the streets. But who would listen to them? There are witnesses of life on the street, whose voice is more likely to be listened to. These are the famous musicians on the city's posters — that's who are also without a roof over their heads in any weather.

Describe the execution (30% of vote)

We chose the format of AR posters on the streets of the city to "catch" people as natively as possible. We placed real AR posters on the streets of the city. Passersby could point their phone at the poster and hear one of the celebrities personally speak about the problems оf homeless life. The link led to Nochlezhka's Instagram channel with the opportunity to support the project straight away. Such a channel proved to be not only extremely contextual for delivering the message, but also effective in terms of the user's shortest way from the contact with the ad to the real help. To ensure wide coverage, we shot a commercial and chose the most mass distribution channels — TV, YouTube and Instagram, plus reposts of the celebrities themselves in their social networks to maintain the credibility of the communication.

List the results (30% of vote)

More than 5,000 conversions to the AR mask from posters on the streets. More than 50 publications in the media. The number of one-time donations increased 4.5 times. The number of regular subscriptions to donations increased by 52%!