Title | POETRY ALL AROUND |
Brand | YANDEX |
Product/Service | YANDEX 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
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.