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Creative Award
Paris, France
WWF Russia - "Birds Records presentation board" by PHNX Awards 2020

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TitleBirds Records presentation board
Agency
Campaign Birds Records
Advertiser WWF
Brand WWF Russia
Date of First Broadcast/Publication 2019 / 10
Product Encourage donations to WWF Russia
Story More and more birds go extinct every year. Globally, at least 40% of bird species are in decline and one in eight birds are on the verge of extinction. We had to come up with a solution that would provide a sustainable flow of donations and raise awareness of the issue of bird extinction. But charity in Russia is still in its infancy. Just 2% of the population subscribes to a monthly donation.

To create a sustainable revenue stream, WWF, Yandex.Music and Universal Music transferred the music streaming model to the charitable sector. We turned the birdsong of endangered species into music samples and made them available to artists for free, on condition that all proceeds go to WWF to fund bird protection. It became the basis for our record label monetizing birdsong.

We launched Birds Records with a track from Ivan Dorn. Soon we had got more than 500 tracks from popular and upcoming artists. We selected the best and released them as an album. Streaming the album also generates money for birds.

Birds Records got over 1B impressions. Russia’s most popular late-night show dedicated the whole segment of the show to the project. The results are more than impressive: traffic to the WWF website increased by 50% resulting in a steady growth of donations. For the first two month we got over 1 million rubles, it’s 65% more than the previous most successful WWF campaign for birds.

But most important is that we changed the donation model itself, making it as simple as clicking the “play” button on a streaming service. Our solution provided WWF with a stable flow of money to protect rare bird species.
BBDO Moscow
Executive Creative Director Alexey Fedorov
Copywriter Petr Martyuk
Art-director Alexey Litovka
Digital Creator Denis Bykov
Managing Director Natalia Tsyganova
Business Director Alexandr Kuznetsov
Account Director Anastasia Vikulina
Account Manager Valentina Zubareva
Producer Mary Asatiani