Charity Fund Galchonok Digital, Case study Its Not A Coub by MORE Moscow

Its Not A Coub

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Industry Charities, Foundations, Volunteers
Media Digital, Interactive & Mobile, Case study
Market Russia
Agency MORE Moscow
Creative Director Yaroslav Orlov, Maria Borzilova
Art Director Olya Grishakova
Copywriter Julia Andrianova
Released June 2017


Golden Drum 2017
Media Best use of media platform Silver Drum

Credits & Description

Brand Name: Charity Fund Galchonok
Original Client Name: Благотворительный Фонд Галчонок
Campaign Name: N/a
Country: Russian Federation
Agency: More (bbdo Group)
Agency Network: Bbdo Worldwide
Creative Director: Maria Borzilova, Yaroslav Orlov
Art Director: Olya Grishakova
Copywriter: Julia Andrianova
Agency Producer: Katya Fenkina
Creative idea explanation:
To raise awareness about charity fund Galchonok supporting rehabilitation programs for the children with organic and incurable neuro-system traumas who have to repeat the same exercises for 3-7 hours daily for physical development and social integration we came up with the idea to use COUB – well known entertainment platform where people create and share looped videos up to ten seconds long. With Galchonok we created five pseudo-coubs united with one simple message “The key is not to stop”.