If posters could talk, they would say that the street is ruthless to all who find themselves on it. That's what the social campaign for the Nochlezhka charity organization with Boris Grebenshchikov, Noize MC, Grechka and Kirill Ivanov was about. The campaign consisted of two parts:
1. The celebrities spoke to the viewer from real posters on the streets using AR.
2. To increase the coverage of the campaign, we made a video for TV and Youtube, where "the voices of the streets" conveyed a simple message: even those whom the street says "Nobody here cares about you", can get out with our support.
Integrated advertisement created by Great, Russia for Nochlezhka, within the category: Public Interest, NGO.
Creative Director: Andrey Danskov
Copywriter: Elena Grigorieva
Copywriter: Sergey Filipchenko
Art Director: Alexey Butakov
Chief Designer: Oleg Tveritin
Digital Group Head: Maria Keselman
Account Manager: Nikita Voronin
Account Director: Viktor Donyukov