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
| Agency | SLAVA |
| Creative head | VICTOR SOKOLOV / DENIS LAPSHINOV |
| Author of idea | SLAVA |
| Series | Russian Classics play brain coaches to promote reading |
| Product | Социальная кампания по продвижению книгочтения |
| 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 |
