Beeline - "The Greatest Reads" by Effie Awards Europe 2021
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| Title | The Greatest Reads |
| Brief | As one of Russia’s biggest telecom brands, Beeline felt responsible for the decline in reading among younger consumers — a side-effect of their enthusiasm for smartphones.To bring youngsters’ attention back to books we decided to use what they are really interested in.Rap, the most popular music genre in Russia, that has been connected to literature from the outset.Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution.By unwrapping the links between rap and books Beeline aims to reignite youngster’s passion for reading.Together with rapper Noize MC we wrote a track and found out recordings of poets’ voices of the early 20th in the archives. Then we remastered and organically incorporated voices of Mayakovsky, Yesenin and Mandelstam into the song material. As a result, we got multi-layered track, which shows how many meanings a poetic text contains. |
| Agency | Contrapunto Russia |
| Campaign | Gigs for Brains |
| Advertiser | PJSC VimpelCom |
| Brand | Beeline |
| Posted | December 2020 |
| Business Sector | Subscribers Only |
| Story | Subscribers Only |
| Problem | Subscribers Only |
| Media Type | Web Film |
| Entrant Company | Co......nto Subscribers Only |
| Creative Director Contrapunto | Kr....na D...na Subscribers Only |
| Senior Art Director Contrapunto | A...ey P...ov Subscribers Only |
| Copywriter Contrapunto | A...a Za....va Subscribers Only |
| Art Director Contrapunto | E..r Ko.....ov Subscribers Only |
| Producer Contrapunto | A..a Ch....ya Subscribers Only |
| Strategic Director Contrapunto | An.....ia Ch.....ova Subscribers Only |
| Client Service Director Contrapunto | Vi....ia K...na Subscribers Only |
| Senior Account Manager Contrapunto | I...a Bo.....uk Subscribers Only |
| Celebrity Director Contrapunto | T....na Khm.......aya Subscribers Only |
| Director Hype production | L..o Kv.....ya Subscribers Only |
| Cameraman Hype production | A...ey K....ov Subscribers Only |
| Producer Hype production | A...ey Sa....ov Subscribers Only |
| Art group ZUKCLUB | S...ey Ov.....n, N...ta Pa....n, R...n K...ov Subscribers Only |
| Marketing communications director Beeline | J...a K...va Subscribers Only |
| Head of advertising campaigns development | N....ya Kri.......kaya Subscribers Only |
| Senior Manager of advertising campaigns developmen | I...a Mo....va Subscribers Only |
| Producer | D....iy L....in Subscribers Only |
| Head of department of integrated communications | O...na Tr.....va Subscribers Only |
| Senior Manager of integrated communications depart | E...a Ari......ova Subscribers Only |
| Producer Beeline | D....iy L....in Subscribers Only |
| Special Projects Manager Yandex | D...ry Ch......kov Subscribers Only |
| Key Client Service Manager Yandex | I...a Kl.....va Subscribers Only |
| Key Client Service Group Head Yandex | A...a S....ko Subscribers Only |
| Special Projects Head Yandex | L...a E...r Subscribers Only |