A. FILM
B. PRESS
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. INTERACTIVE
H. CREATIVE USE OF MEDIA
I. PR-PROJECTS
J. MARKETING SERVICES PROJECTS
K. ADVERTISING CAMPAIGNS

C-16-20. PUSHKIN

AgencySLAVA
Creative headVICTOR SOKOLOV / DENIS LAPSHINOV
Author of ideaSLAVA
SeriesRussian Classics play brain coaches to promote reading
ProductСоциальная кампания по продвижению книгочтения
DescriptionYet 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 membersAgency
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