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Creative Award
Paris, France
WWF Russia - "Birds Records (Dich by Ivan Dorn)" by PHNX Awards 2020

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TitleBirds Records (Dich by Ivan Dorn)
BriefTo create a sustainable revenue stream for WWF programs for endangered birds protecting we transferred the music streaming model to the charity and founded Birds Records - first non-profit music label. The birdsong of endangered species became music samples available for free, on condition that all streaming proceeds go to WWF.The music video “Dich” is the starting point for Birds Records. “Dich” features the voices of endangered bird species. It's an illustration of human activities that influence the extinction of rare bird species. 9 stories, 9 different styles, 20 artists. Pollution is illustrated with dirty ink, the birds’ last dance consists of 120 hand drawn frames.We got over 1B impressions and earned 65% more than the most successful WWF campaign for birds.Birds Records changed the donation model, making it as simple as clicking the “play” button on a streaming service, and provided WWF with a stable flow of money.
Agency
Campaign Birds Records
Advertiser WWF
Brand WWF Russia
Date of First Broadcast/Publication 2019 / 10
Product Encourage donations to WWF Russia
Business Sector Animal Rights/Safety/Adoption
Story The music video “Dich” is the starting point for Birds Records. “Dich” features the voices of endangered bird species from the IUСN Red List. Streaming “Dich” and other Birds Records’ tracks generates money for the WWF. “Dich” is an illustration of human activities that influence the extinction of rare bird species. The video consists of 9 stories in 9 different styles. Issues resonate with the audience more through the lens of visual style. Pollution is illustrated with dirty ink and the birds’ last dance consists of 120 hand drawn frames. Over 20 artists of various disciplines worked on “Dich”.
Media Type Music Video
Length
Executive Creative Director
Copywriter
Art Director
Managing Director
Client Services Director
Account Director
Account Manager
Production Company
Music Partner
Support organization
Producer
Music
Music
Text