2021 Social & Influencer


Category A06. Not-for-profit / Charity / Government
Idea Creation MOZGA STUDIO Moscow, RUSSIA
Media Placement MOZGA STUDIO Moscow, RUSSIA
Production MOZGA STUDIO Moscow, RUSSIA
Post Production MOZGA STUDIO Moscow, RUSSIA
Name Company Position
Oleg Ageychev Mozga Studio Creative Officer, Director, Screenwriter, Producer
Anastasiia Ageycheva Mozga Studio Account Executive
Dmitry Bagin Mozga Studio Cinematographer
Sergey Baskoev Mozga Studio Cinematographer
Gavriil Biryulin Mozga Studio Sound Design Arrangement
Andrew Bushmin Mozga Studio Colorist
Alexander Chumachenko Mozga Studio Art Director
Daniil Dymshits Mozga Studio PR Director
Tatyana Ernezaks Mozga Studio Executive Producer, Editor
Alyona Fedotova Mozga Studio PR Manager
Alexander Gornovsky Mozga Studio Director
Ludmila Gritsay Mozga Studio SMM manager
Ivan Gusakov Mozga Studio Sound Design Arrangement
Yurii Khomovskyi Mozga Studio Motion Designer
Alexander Kojarskiy Mozga Studio Sound Engineer
Kirill Morozov Mozga Studio Sound Engineer
Alexander Muratovsky Mozga Studio Composer
Ksenia Rogozhkina Mozga Studio Production Designer
Alfiya Shakirzyanova Mozga Studio Executive Producer
Andrew Ushakov Mozga Studio Creative officer
Darya Ushakova Mozga Studio Copywriter

Why is this work relevant for Social & Influencer?

We used Instagram to both reach our target audience and convey our message at the same time. The unique feature of the stories is that they disappear after 24 hours. In the same way, elderly people in senior homes are disappearing without our attention – but we can restore their will to live if we just notice them. The core idea of the project was based on the platform and its users. We needed the social media audience and influencers to see the stories and share them further to make an impact.


Millions of senior citizens in nursing homes live in oblivion. They need our attention to sustain their will to live. But young people are just not interested in them. Enjoyable Ageing Charity Foundation briefed us to create a powerful social-focused campaign. Its main goal was to raise awareness among the younger generation about the problem of forgotten elderly people and draw attention back to them. We had to find a way to interest them and motivate them to take action – share the information about the problem, or become the fund’s volunteers and donate their time to nursing home residents, thus bringing back their will to live. Our objectives were: • to raise awareness of the problem (KPIs: number of campaign impressions, shares, reposts, comments); • to increase the number of charity fund volunteers (KPIs: number of new volunteers).

Describe the creative idea (30% of vote)

We knew that it was difficult to get the attention of a young audience: they perceived elderly people in nursing homes as irrelevant and insignificant. To them, the older generation was a write-off, they couldn’t possibly have anything valuable to offer, and overall were a waste of time. That is if they gave senior citizens any thought at all. We also knew that there was something that young viewers were willing to spend an infinite amount of time on: social media. So we decided to tell the stories of elderly people in a way that’s relevant to them – by using Instagram as a medium. Thus, we came up with “Disappearing stories”: a miniseries based on real-life tales of the senior citizens, created in the format of Instagram stories. Each episode disappeared after 24 hours – just like the lives of residents at nursery homes melt away without our attention.

Describe the strategy (20% of vote)

• Target audience Young people, 18-30 years old, active on social media and open to the idea of volunteering & helping the less fortunate. • Media planning The core of the idea was in the transience of life and how dependent it is on other people’s interest – older people crave attention, and when they don’t get it, they gradually lose their will to live and wither away. The 24-hr life span of Instagram stories was the perfect medium to illustrate this concept. • Approach We posted 9 videos as separate Instagram stories, each telling a real-life tale from life of one of the senior residents of nursing homes under “Enjoyable Ageing” care. The videos carried a powerful message and invited viewers to share the stories to keep them “alive”, and further sign up as volunteers in nursing homes. Unless shared, the stories disappeared forever, just like elderly people do.

Describe the execution (20% of vote)

• Implementation Each episode, posted as separate Instagram stories, told a tale from life of one of the nursing homes’ residents. To recreate these memories, we went through thorough preparation with heroes, search for complex objects, historic consultants, props, costumed extras – and filmed it in native Instagram vertical format. We took into account Instagram’s video slicing algorithm and made sure that shot by shot breakdown allowed viewers to grasp the full story even if they clicked through parts of the video. • Media channels and integration Instagram stories were the main channel, with each story linking to the project website. There we explained the problem in detail, hosted the videos, and invited users to take action: spread the word by sharing videos – or sign up to volunteer for the foundation. • Timeline & scale This was a nationwide project that became worldwide with international web series awards

List the results (30% of vote)

• Business results: +600% or 7x increase in new “Enjoyable Ageing Charity Foundation" volunteers • Outcomes/awareness: - 12.5 million video views, out of which 80% watched episodes till the end - reached 38.5 million users - 50 celebrity shares - over 20 web series festivals and awards