Title | POETRY ALL AROUND |
Brand | YANDEX |
Product/Service | YANDEX SEARCH APP |
Category |
A01. Innovative Technology |
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 |
Why is this work relevant for Innovation?
“Poetry All Around” is a new feature in Yandex smart camera that finds poetry of Russian famous poets 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!
Our 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.
Background
Yandex is one of the largest local brands and its search engine indexes Russian language content each second. Yandex gives a lot of time and effort to preserve the Russian language.
We faced one of the most challenging barriers – we wanted to make people use our visual search via Smart Camera more and more. And we also wanted to bring poetry back to their lives.
To solve this problem we came up with a very poetic idea.
Describe the idea
Now poetry is all around you.
“Poetry All Around” is a new feature in Yandex smart camera that finds poetry of Russian famous poets 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!
What were the key dates in the development process?
6th of June 2021 – the project got launched
The feature is still successfully functioning and is available in our smart camera in Yandex Search App.
Describe the innovation / technology
Our 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.
Describe the expectations / outcome
Everyone in Russia was forced to read too much poetry at school and therefore everyone hates it. But we, as a local brand, strive to develop and popularize the Russian language, as it is our DNA. So through play and interest, we made people read poetry.
We also managed to help them form a new habit – people started searching via smart camera more and more.
Thanks to our new poetic feature we have managed to gain 10М+ reach, 100К+ daily users, 2k+ posts shared per day
And we won the hearts of TikTokers by going viral on the platform.