Title | POETRY ALL AROUND |
Brand | YANDEX |
Product/Service | YANDEX SEARCH APP |
Category |
D01. New Realities & Voice Activation |
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.
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.