Winners

Birds Records

Russia

Gold Award

Interactive & Mobile

Interactive & Mobile for Non-profit/Public Service/NGO

Gold Award

Brand Experience

New Use of Media

Silver Award

Integrated & Innovation

Integrated and Innovation for Non-profit/Public Service/NGO

Silver Award

Integrated & Innovation

Branded Content

Nomination

Interactive & Mobile

Interactive Campaigns

Nomination

Interactive & Mobile

Social Media Campaigns

Nomination

Brand Experience

PR / Events

G

Member Club Gold Award

Interactive & Mobile

Interactive Campaigns

G

Member Club Gold Award

Interactive & Mobile

Social Media Campaigns

G

Member Club Gold Award

Interactive & Mobile

Interactive & Mobile for Non-profit/Public Service/NGO

G

Member Club Gold Award

Integrated & Innovation

Branded Content

Client
WWF Russia & Yandex.Music
Agency
BBDO Moscow

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.

Credits

Creative Director
Alexey Fedorov
Designer
Sofia Baeva
Agency Producer
Yuriy Marin
Mary Asatiani
Production Company
Universal Music Russia
Managing Director
Natalia Tsyganova