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ANDY Awards

Creative Award
New York, United States
N/A - "All around the (Russian) world" by ANDY Awards 2023

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TitleAll around the (Russian) world
Agency
Campaign All around the (Russian) world
Advertiser ​​State Agency for Tourism Development of Ukraine
Brand N/A
Date of First Broadcast/Publication 2022 / 6
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. Bickerstaff.734 wants to convey the truth to the audience, showing the full scale of the destruction.
Philosophy 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 Digital
Length
AI Description The ad presents a bold visual and aural narrative, blending textual frames in Russian and English with disturbing imagery of Ukrainian destruction. It opens with the phrase "You are welcome to travel through the 'Russian world,'" inviting viewers to an ironic tourism experience. The ensuing images show stark, ruinous landscapes of Ukrainian cities such as Kharkov, highlighting the devastation caused by ongoing conflict. An accompanying voiceover sarcastically describes these scenes as parts of a new, absurd travel experience. With digital design, the ad mimics popular travel sites like Airbnb and Booking, which have suspended operations in Russia, and redirects users to a platform revealing the truths about the war. The video ends by urging responsible tourism—seeing the reality of destruction and promoting awareness. By juxtaposing popular travel booking themes with visuals of war-ravaged areas, it conveys a poignant message, aiming to awaken Russian audiences to the severe impacts of the conflict.
Creative Director
Art Director
Group Head
Account Manager
Senior copywriter
Art Director
Senior Designer
PR manager