TO DELAY MEANS TO KILL by TWIGA Moscow for Liza Alert

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TO DELAY MEANS TO KILL

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Industry Public awareness
Media Ambient
Market Russia
Agency TWIGA Moscow
Production Street Art
Released May 2014

Awards

Golden Hammer, 2015
Outdoor Ambient Silver

Credits & Description

Category Outdoor
Subcategory Ambient
Entrant agency TWIGA
Client Liza Alert
Brand Liza Alert
Product/service search for missing people
Date release 26.05.2014
Advertising agency TWIGA
Production agency Street Art
Creative director Michael Elagin
Copywriter Nikita Petrusev
Account director Alexander Smirnov
Art director Grant Abovyan
Art director Tatyana Volkova
Account director Vardan Martirosyan
Account director Nino Purtseladze
People in Russia wait 3 days to report a missing person. 3 day delay means 50% of missing people will die. How could we change people’s behavior? Make people experience the shocking truth - to delay means to kill! An hourglass shaped installation with a little girl inside appeared in a centre of Moscow. Day by day earth poured over a girl's head slowly burying her. Within 3 days the girl was buried 50%. Sometimes only shock can change minds.