Dmitry Maslakov
Designer at Voskhod
Yekaterinburg, Russia
TitlePutin turns on the Rain
BriefThere is no censorship in Russia. But there are no free media either. In 2014 the authorities pulled the plug on the only independent TV channel, Rain, although it continues broadcasting through paid subscriptions. President Vladimir Putin has repeatedly promised to change the situation, but the miracle hasn’t happened. So the channel went into action. Everyone could watch Rain if they showed a picture of Putin to the web camera. And at Putin`s press conference, a journalist even "turned on the Rain" with the real president’s face!
Agency
Campaign Putin turns on
Advertiser Dozhd TV Channel
Brand Dozhd TV
Date of First Broadcast/Publication
Business Sector TV/Radio Programs & Stations
Story “There is no censorship and no problems in Russia” - at least, that’s what they say officially in mass media. There is no other opinion in Russia, since 2014 TV Rain – the country’s only independent TV-channel – was taken off air by all satellite and cable providers because of an order from ‘above’. TV Rain, however, hasn’t stopped covering the real state of affairs in Russia. Now one can get an access to truth only through paid subscriptions. In 2015 Vladimir Putin publicly declared to ease the censorship burden. He did it again in 2016 and 2017 during his annual press conferences. But the miracle did not happen. A week before the regular press conference we launched ‘Putin turns on the Rain’. Everyone could get access to TV Rains’s broadcast for 24 hours if they demonstrated the president’s portrait to the web camera. The project was trending both in press and among ordinary users, as it resulted in lots of posts, memes, reaction videos and photos. Right at the press conference, a journalist officially ‘turned Rain on’ using the real president’s face. The officials actively used Rain’s new feature too, as they all have the necessary portrait. As a result - 14,520,076 Media impressions. Conversion rate 16.7% (every sixth person opened the access). For two weeks only the number of subscribers grew by 3.9 %
Media Type Digital
Length
Copywriter
Copywriter
Art Director
Digital Creative Director
Developer
Digital Art Director
Designer
Designer
Designer
Producer
Creative Director

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