We didn’t go conventional saying that books are interesting, provoking imagination and so on. We decided to say the truth – reading is hard and sweaty... like sport. And that is why it is cool. To convey the message we took the most famous Russian writers of the past and made coaches out of them. In the series of posters they give tough coaches’ orders to improve your reading skills. In the inspiring video they are cool rappers calling you never give up and go on reading.


Posters

RESULTS

The impact of the campaign was overwhelming.

The whole campaign immediately became a hot topic on the Russian segment of the Internet and beyond. It was featured on the major TV channels’ news programs – NTV and Russia TV. MTV decided to air the film as a music video contributing to the massive free media achieved by the campaign. 

Top bloggers (Navalny, Kandelaki, Sobchak  and others) and top Internet sites (afisha.ru, Echo.msc.ru, forbes.ru) put the campaign on their front pages.

Without any media investment the film received 830 000 views and 5300 Likes only on Youtube while becoming the #1 most popular video of the week and #3 most favorite music video of the month. Plus it was widely spread over www.vk.com and Russian video hosting sites.

The posters got hundreds of thousands of likes and shares on the Internet and were placed for free in several newspapers including Metro (circulation of 400 000).

Client

BURO 17

AGENCY

SLAVA
Creative directors DENIS LAPSHINOV, VICTOR SOKOLOV
Interns JULIA ANDRIYANOVA, INGA MIRSANOVA
Account director JOHN MARK FITZPATRICK

PRODUCTION

HYPE production
Director EGOR ABRAMENKO
Executive producers MURAD OSMANN, ILYA STEWART
Producer ILYA DZHINDZHARADZE

MUSIC

Vitamins feat. Fike
Producer PAVEL VOLOSHIN

POSTERS

Illustrator MAX KOSTENKO
Typography ALEX MATVEEV