K-02-15. Russian classics play brain coaches to promote reading

Agency	SLAVA
Creative head	VICTOR SOKOLOV / DENIS LAPSHINOV
Author of idea	SLAVA
Product	Social campaign to promote reading
Description	Yet reading in general is perceived as a very useful and socially appreciated activity, in reality it is not that attractive as movies, computer games and so on. According to the PISA research Russian teenagers read less and less. This sad fact made Federal Agency for Publishing and Mass Communication initiate a massive campaign promoting reading among youngsters. We didn't go conventional saying that books are interesting, provoking imagination and so on. We decided to say the truth – reading is hard and sweaty… like sport. And that is why it is cool. To convey the message we took the most famous Russian writers of the past and made coaches out of them. In the series of posters they give tough coaches' orders to improve your reading skills. In the inspiring video they are cool rappers calling you never give up and go on reading.
Team members	Agency Creative director/Art director: Denis Lapshinov Creative director/Copywriter: Victor Sokolov MADS Interns: Julia Andriyanova, Inga Mirsanova Account director: John Mark Fitzpatrick Producer: Alexandrina Markvo Posters Illustrator: Max Kostenko Typography: Alex Matveev
Media type	outdoor

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