| Cresta Awards 2020 | ||
|---|---|---|
| Creative Technology | Creative use of Data | Silver |
| Craft | Outstanding Animation (film/video) | Bronze |
| Digital Design | Integration of multiple technologies | Shortlist |
| Caples Awards 2020 | ||
| Creative Use of Data | - | Bronze |
| Branded Content | - | Bronze |
| Integrated | - | Bronze |
Title of Entry: The Greatest Reads
Brand: Beeline
Product/Service: “Gigs for Brains” — a service which rewards users additional Gigs for reading e-books in the partner’s online library
Client: PJSC VimpelCom
Entrant Company: Contrapunto Moscow, Russia
Creative Agency: Contrapunto Moscow, Russia
Art Director: Alexey Pavlov
Art Director: Egor Kosolapov
Copywriter: Alina Zaripova
Victoria Kanina (Client Service Director), Iulia Bodnaryuk (Account Director)
Producer: Anna Chernaya
Vera Yakovleva (Account Manager)
Anastasia Chulyukova (Strategic Director), Tatiana Khmelnitskaya (Celebrity Director)
Beeline: Julia Koneva (Marketing communications and brand management Director)
Beeline: Natalya Krivchyanskaya (Head of department of advertising campaigns development), Irina Morozova (Senior Manager of advertising campaigns development department)
Beeline: Dmitriy Lashkin (Producer), Oksana Trofimova (Head of department of integrated communications), Elena Aristarkhova (Senior Manager of integrated communications department)
Hype production: Lado Kvataniya (Director), Andrey Krauzov (Cameraman), Andrey Samsonov (Producer), Irina Kanevskaya (Executive producer), Dmitriy Maseykin (Animation astist)
Art group ZUKCLUB: Sergey Ovseykin, Nikita Parunin, Roman Kozlov
Yandex: Dmitry Chudesnikov (Special Projects Manager), Irina Klochkova (Key Client Service Manager), Alina Silenko (Key Client Service Group Head), Lilia Eiler (Special Projects Head)
Creative Director: Kristina Denina
Duration of Entry: 03:46
Date of Release: 2019-11-01
Notes: As one of Russia’s biggest telecom brands, Beeline felt responsible for the decline in reading among younger consumers — a side-effect of their enthusiasm for smartphones.
To bring youngsters’ attention back to books we decided to use what they are really interested in.
Rap, the most popular music genre in Russia, that has been connected to literature from the outset.
Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution and heritage.
Here it has always been more bookish and less gangsta.
By unwrapping the links between rap and books Beeline aims to reignite youngster’s passion for reading.