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Birds Records

A sustainable revenue stream for the World Wildlife Fund (WWF) was created using the music-streaming model. The birdsong of endangered species became music samples available to artists for free, on condition that all streaming proceeds went to WWF for bird protection. It became the basis for a record label monetizing birdsong. After its launching, over 500 tracks were received, the best of which will be released on the first album. Birds will earn money while people listen to music.

Awards

Gold Award Brand Experience New Use of Media
Gold Award Interactive & Mobile Interactive & Mobile for Non-profit/Public Service/NGO
Silver Award Integrated & Innovation Branded Content
Silver Award Integrated & Innovation Integrated and Innovation for Non-profit/Public Service/NGO
Nomination Interactive & Mobile Interactive Campaigns
Nomination Interactive & Mobile Social Media Campaigns
Nomination Brand Experience PR / Events
Member Club Gold Award Interactive & Mobile Interactive Campaigns
Member Club Gold Award Interactive & Mobile Social Media Campaigns
Member Club Gold Award Interactive & Mobile Interactive & Mobile for Non-profit/Public Service/NGO
Member Club Gold Award Integrated & Innovation Branded Content

Details

Categories:

Country:

Year:

Credits

Client:

WWF Russia & Yandex.Music

Agency:

BBDO Moscow

Account Team: Alexandr Kuznetsov Anastasia Vikulina Valentina Zubareva
Agency Producer: Yuriy Marin Mary Asatiani
Art Director: Andrey Krusanov Alexey Litovka
Copywriter: Petr Martyuk Denis Bykov
Creative Director: Alexey Fedorov
Designer: Sofia Baeva
Managing Director: Natalia Tsyganova
Production Team: Irina Noruzi Elena Novoseltseva Maria Penkova Alexey Shevchenko
Songwriters: Ivan Dorn Suren Tomasyan

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