In spring 2021, at the height of the COVID-19 pandemic, in collaboration with Russia’s biggest metallurgical company Nornickel, we created Take a step to bridge the gap, a public education campaign aimed at increasing vaccination rates. Our team developed creative scripts and arranged shooting in the cities of Murmansk, Norilsk and Moscow.
The campaign contains a total of 12 video cases featuring a number of A-list Russian stars, including: Pavel Derevyanko, Viktoria Isakova, Viktoria Tolstoganova, Konstantin Kryukov, Lyubov Tolkalina, Gleb Kalyuzhny and Valentina Rubtsova. On top of that, the cohort of celebrities was augmented by ordinary citizens of the North who were also involved in the project. The target audience of the campaign totaled almost half a million viewers from all across the Russian North.
Our ability to speak freely and simply on a community-dividing topic of extremely high importance has won us a niche “silver” for Creativity in Healthcare at MedMed Healthcare Creative Awards. Furthermore, all the campaign’s video cases ended up in the SLs of D&AD Awards 2022 (London, UK) and The One Show (NY, USA).