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Category
Data Visualization
Annual ID
OS_CU21_013M
About the Work
As one of Russia’s biggest telecom brands, Beeline felt responsible for the decline in reading among younger consumers — a side-effect of their enthusiasm for smartphones.
To bring youngsters’ attention back to books we decided to use what they are really interested in. Rap, the most popular music genre in Russia, has been connected to literature from the outset.
Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution and heritage. Here it has always been more bookish and less gangsta. Favouring metaphors and references to the works of great writers over explicit language.
By unwrapping the links between rap and books Beeline aims to reignite passion for reading.
Using machine learning we scanned the library of world literature and compared it to Russian rap tracks of the past 20 years. Hundreds of gigabytes of text data turned into 400 matches which were visualized on the project landing page.
Here you can explore the quotes and reminiscenсes from books that inspired the musicians and see how it’s all intertwined: https://yandex.com/promo/gigi-za-mozgi
To bring youngsters’ attention back to books we decided to use what they are really interested in. Rap, the most popular music genre in Russia, has been connected to literature from the outset.
Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution and heritage. Here it has always been more bookish and less gangsta. Favouring metaphors and references to the works of great writers over explicit language.
By unwrapping the links between rap and books Beeline aims to reignite passion for reading.
Using machine learning we scanned the library of world literature and compared it to Russian rap tracks of the past 20 years. Hundreds of gigabytes of text data turned into 400 matches which were visualized on the project landing page.
Here you can explore the quotes and reminiscenсes from books that inspired the musicians and see how it’s all intertwined: https://yandex.com/promo/gigi-za-mozgi
2021 Awards
Total Points: 3
Merit
Credits
Agency
Contrapunto Russia / Moscow
Production Company
Yandex / Moscow
Art Director
Egor Kosolapov
Copywriter
Alina Zaripova
Creative Director
Kristina Denina
Producer
Anna Chernaya
Dmitriy Lashkin
Senior Art Director
Alexey Pavlov
Account Director
Iulia Bodnaryuk
Celebrity Director
Tatiana Khmelnitskaya
Client Services Director
Victoria Kanina
Head of Department of Advertising Campaigns Development
Natalya Krivchyanskaya
Head of Department of Integrated Communications
Oksana Trofimova
Key Client Services Group Head
Alina Silenko
Key Client Services Manager
Irina Klochkova
Marketing communications & brand management Director
Julia Koneva
Senior Manager of advertising campaigns development department
Irina Morozova
Senior Manager of integrated communications department
Elena Aristarkhova
Special Projects Head
Lilia Eiler
Special Projects Manager
Dmitry Chudesnikov
Strategic Director
Anastasia Chulyukova
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