Cannes Lions 2019: four Russian projects won bronze
In the PR and Media categories, the Koshogo project from the Moscow agency Leo Burnett Moscow was awarded bronze. A joint project with the Kyrgyz news portal Kloop talked about “ala kachuu” - the ritual of kidnapping brides. Koshogo is a white sheet behind which the kidnapper's family hides the girl before the wedding. As part of this campaign, white sheets were hanged in different parts of Bishkek with real stories of forced marriages and other horrors of this rite. This case was previously awarded gold in the Outdoor category.
In the Creative Data category, the AI Versus project (Battle of the Minds) was awarded bronze from the Yekaterinburg agency Voskhod and the Kiev ISD Group for the Dozhd TV channel. Two completely “pure” artificial intelligences were created. For six months they accumulated knowledge based on watching TV channels: one watched only Russia-1, the other watched “Rain”. As a result, the “grown up” artificial intelligences answered the questions of the audience with the language of the channels they watched. And they appreciated which “reason” impressed them more.
In the Creative Strategy category, the third place went to the project “Where you belong” from the capital’s Friends Moscow agency for Utair airline. The provincial cities of Russia, where a significant part of UTair's customers come from, showed outdoor and video ads. Three mini-films were shot, the characters of which return to the cities in which they grew up. These videos urge you to often remember loved ones and visit them.