Agency: ARK CONNECTCountry: Russia
The summary statement
Entertaining yet educational campaign that reached over 60% of the Russian population. A fantastic cast of common people and celebrities played in a 24 hour-long theatrical performance, live-streamed on YouTube on the largest online scene in the world. 700 actors participated in online readings, across 10 time zones including Moscow, New York, London, of 48 Chekhov stories…Over 700 000 unique viewers from 104 countries watched the event live.
Campaign strategy
Context:
Russia is renowned for its rich literary heritage. Yet there was a disturbing trend: 50% of Russians reportedly had...