POETRY ALL AROUND

TitlePOETRY ALL AROUND
BrandYANDEX
Product/ServiceYANDEX SEARCH APP
Category B02. Native & Built-in Feature Integration
Entrant YANDEX.MUSIC Moscow, RUSSIA
Idea Creation YANDEX Moscow, RUSSIA
Media Placement YANDEX Moscow, RUSSIA
PR YANDEX Moscow, RUSSIA
Production YANDEX Moscow, RUSSIA
Post Production YANDEX Moscow, RUSSIA
Credits
Name Company Position
Alexandra Novokhatskaya Yandex Creative Director
Inna Omelchenko Yandex Producer
Nikolay Nikitin Yandex Art Director
Valentina Ekimian Yandex Copywriter
Daniil Kolesnikov Yandex Head of Marketing of Voice Assistant Alice
Daria Zhdan Yandex Marketing Manager
Petr Abroskin Yandex Director of Marketing Operations
Elena Bondar Project manager at Computer Vision Service Project manager at Computer Vision Service
Konstantin Lakhman Yandex Developer at Computer Vision Department
Vladimir Lopatka Yandex Group Head (Group of texts)
Ilya Lebedev Yandex Editor

Describe the creative idea

“Poetry All Around” is a new feature in Yandex smart camera that finds poetry in everything around you. And it’s not just a simple search that puts together the image and its definition – it is the first Poetic Augmented Reality in the world. As a tech company Yandex gives a lot of time and effort to preserve the Russian language. This time the challenging barrier was to make people try our visual search technology more and bring poetry back to people’s daily routine.

Describe the execution

This unique technology defines not only material objects but also meanings – it knows how to find unexpected matches of pictures and poems and how to demonstrate multiple layers of poetic canvas. For example, you take a photo of your beloved dog and you get Akhmatova’s poem about love. Or take a photo of the cat in the cat carrying case and the feature associates it with “the feeling of being a prisoner” and finds the verse on point. The algorithm is designed to look for poems of different Russian poets: from the classic ones by Lermontov or Tsvetaeva to the very modern verses by famous rapper Oxxxymiron or legendary lyricist Boris Grebenshikov. In order to celebrate the beauty of the poetic world we’ve launched our feature on the Russian Language Day and supported it with the creative videos demonstrating the way it works.