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ANDY Awards

Creative Award
New York, United States
N/A - "Russian World" by ANDY Awards 2023

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TitleRussian World
BriefMany Russians are unaware of the true extent of what’s happening in Ukraine because of censorship by Russian media. For Russians googling 'places to travel' we launched an Airbnb, but the 'Russian world' edition. Our commercials navigated Russians to our renting marketplace with an option to choose an apartment with a “view” on a destroyed city center or a Russian missile sticking out of the ground. When 'Booking' an apartment, they got an offer to subscribe to a channel with the truth about the war in Ukraine. This campaign aim at a Russian audience to try and show them what’s really happening in Ukraine.For the first month with zero media budget we got 15 500 000 media impressions. Almost 3M media impressions in Russia. And the main result that Russians have learned the truths.
Agency
Campaign All around the (Russian) world
Advertiser ​​State Agency for Tourism Development of Ukraine
Brand N/A
PostedJune 2022
Business Sector Others
Story The Russian army destroyed hundreds of schools, hospitals, and left nothing from beautiful Ukrainian cities during the months of the war. But most of the Russian audience believe the catastrophe in Ukraine is overrated, refusing the truth of all the photos of destroyed houses and cities.
Philosophy Bickerstaff.734 wants to convey the truth to the audience, showing the full scale of the destruction.
Problem To reach out to ordinary Russians, the agency chose the topic of tourism, because the most large companies specializing in renting accommodation abroad — Airbnb and Booking — left the Russian market.
Result Since tourism has become a limited option for Russians, Bickerstaff.734 created a website imitating Airbnb service with unusual tourist locations with the support of the State Agency for Tourism Development of Ukraine (SATD). Among the locations are ruined apartments, where it offers to relax. When you book an apartment, you will see an offer to go to a Telegram bot account with the truth about the war in Ukraine.
Media Type Web Film
Length
AI Description The ad "Russian World," by Ukraine's State Agency for Tourism Development, highlights the destruction caused by war. It juxtaposes the current state of devastated urban landscapes in Ukraine with the voiceover discussing travel possibilities and the platform Airbnb. Screens show scenes of damaged buildings and rubble, paired with social media posts indicating Russians' unawareness due to censorship. The video ends with a satirical twist on travel bookings, leading viewers to a website mimicking Airbnb listings of destroyed apartments. The ad urges Russians to learn the truth about the war, offering a link to Telegram for authentic war updates. It starkly contrasts travel hype with the gritty reality of war-torn cities, driving home the message of harsh truth about the destruction in Ukraine.
Entrant Company Bickerstaff.658
Creative Director Illia Anufriienko
Art Director Kateryna Anufriienko
Group Head Maryna Cherniavska
Account Manager Yana Brusentseva
Senior copywriter Sergey Artemenko
Art director Polina Blyzniuk
Senior Designer Andrey Hetmanchuk
PR manager Velentyna Polovynka
Inseed:
CEO inseed.marketing Dmytro Kudinov