Tours to cultures
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Tours to cultures 😌
Yandex Travel aimed to promote domestic travel within Russia as international trips became difficult due to Covid and the war in Ukraine
In this project we explored 15 different peoples living in various parts of Russia to discover their most soothing traditions and inspire people to travel within the country.
It all started with the music
As a music fan and aspiring producer, I took the opportunity to collaborate with Arzamas, who specialize in local culture. We searched local archives to find special lullaby lyrics from various cultures. With relaxing ambient music from local artist Jan Amit, we made an album of 15 tracks, each capturing the unique landscapes of its country.
We explored lullaby themes to discover folk patterns. They were revived and digitized from household items, giving them new life in animated backgrounds and album covers.
Together with fashion brands Outlaw Creative, mouse, and Ola Ola we created a series of pyjamas decorated with national patterns.
We interviewed local experts and collaborated with local editors to produce guides on calming traditions of 15 peoples, detailing their customs, locations, foods, and calming items
TEAM
Creative Director: Alexandra Novokhatskaya
Producers: Inna Omelchenko, Evgenia Nazirova, Olga Zarenok
Copywriter: Konstantin Pudan
Art Director: Vasiliy Ovchinnikov
CMO: Alexander Maltesev
Head of PR: Artur Bolshakov
Awards & Recognitions
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2022 / Use of Audio Platforms / 🥇
2022 / Best Music & Sound Design / 🥈
2022 / Best Integrated Campaign / 🥈
2022 / Downloadable Content / 🥉
2022 / Use of Mixed Media / 🥉
2022 / Best Branded Content / 🏅
2022 / Best Music / 🏅
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2022 / Branded Content / 🥉
2022 / Integrated Campaigns for commercial brands / 🏅
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2022 / Social Projects / 🥈
2022 / Digital Campaign / 🏅