The Greatest Reads

Beeline, one of Russia’s biggest telecom brands, felt responsible for the decline in reading among the youth — a side effect of their enthusiasm for smartphones. To draw youngsters back to reading, it was decided to use something that really interests them: Rap, Russia’s most popular music, which has been connected to literature from the outset. Beeline aimed to reignite young people’s passion for reading by unwrapping the links between rap and books.

Awards

Nomination Film & Audio Craft – Music and Sound

Nomination Interactive & Mobile Data Visualisation

Nomination Integrated & Innovation Integrated Campaigns for Commercial Brands

Nomination Integrated & Innovation Branded Content

Member Club Gold Award Integrated & Innovation Branded Content

Details

Categories:

Country:

Russia

Year:

Annual 2020

Credits

Client:

Beeline

Agency:

Contrapunto

Account Director: Yulia Bodnaryuk

Agency Producer: Anna Chernaya

Art Director: Alexey Pavlov Egor Kosolapov

Client Service Director: Victoria Kanina

Copywriter: Alina Zaripova

Creative Director: Kristina Denina

Designer: Nikita Parunin Roman Kozlov Sergey Ovseykin

Film Director: Lado Kvataniya

Graphics: Pavel Nikiforov Egor Keon

Head of Department of Advertising Campaigns Development: Natalya Krivchyanskaya

Head of Department of Integrated Communications: Oksana Trofimova

Illustrator: Dmitry Maseykin

Marketing Communications and Brand Management Director: Yulia Koneva

Production Company: Hype Production

Sound Designer: Kirill Rusted

Strategic Director: Anastasia Chulyukova

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