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WWF Russia - "Birds Records Case Film" by PHNX Awards 2020

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TitoloBirds Records Case Film
BriefWWF Russia develops long-term programs to save rare birds that require ongoing funding. But charity in Russia is still in its infancy, ecological problems not in top-of-mind. We needed a solution for providing sustainable flow of donations and raising awareness of bird extinction.To create a sustainable revenue stream for WWF we transferred the music streaming model to the charity. The birdsong of endangered species became music samples available to artists for free, on condition that all streaming proceeds go to WWF to bird protection.After launching we received over 500 tracks, the best of them have been released on streaming platforms. The money collected by Birds Records label was used for restoring the habitat of the Far Eastern storks. It became one of the most successful campaigns in WWF Russia history. And it's not final: birds will earn money while people listen to music.
Agenzia
Campagna Birds Records
Cliente WWF
Marca WWF Russia
Data di Prima Diffusione/Publicazione 2019 / 10
Prodotto Encourage donations to WWF Russia
Settore Enti per la difesa dell'ambiente, degli animali
Trama 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.
Tipo di Media Interattivo
Lunghezza
Executive Creative Director
Copywriter
Art Director
Managing Director
Client Services Director
Account Director
Account Manager
Casa di Produzione
Music Partner
Support organization
Producer
Music
Music
Text
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