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Creative Award
Busan, South Korea
WWF Russia - "Birds Records (Dich by Ivan Dorn)" by MAD STARS 2020

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TitleBirds Records (Dich by Ivan Dorn)
BriefTo create a sustainable revenue stream for WWF programs for endangered birds protecting we transferred the music streaming model to the charity and founded Birds Records - first non-profit music label. The birdsong of endangered species became music samples available for free, on condition that all streaming proceeds go to WWF.The music video “Dich” is the starting point for Birds Records. “Dich” features the voices of endangered bird species. It's an illustration of human activities that influence the extinction of rare bird species. 9 stories, 9 different styles, 20 artists. Pollution is illustrated with dirty ink, the birds’ last dance consists of 120 hand drawn frames.We got over 1B impressions and earned 65% more than the most successful WWF campaign for birds.Birds Records changed the donation model, making it as simple as clicking the “play” button on a streaming service, and provided WWF with a stable flow of money.
Agency
Campaign Birds Records
Advertiser WWF
Brand WWF Russia

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Date of First Broadcast/Publication Subscribers Only
Product Subscribers Only
Business SectorSubscribers Only
StorySubscribers Only
Media Type Music Video
Length
Executive Creative Director A...ey F....ov Subscribers Only
Copywriter P..r M....uk Subscribers Only
Art Director A...ey L....ka Subscribers Only
Managing Director N....ia Ts.....va Subscribers Only
Client Services Director Al....dr Ku.....ov Subscribers Only
Account Director An.....ia Vi....na Subscribers Only
Account Manager Va.....na Zu....va Subscribers Only
Production Company P....ck An.....on S...io Subscribers Only
Music Partner Un.....al M...c Subscribers Only
Support organization U...n ..r ..e pr.....ion .f b...s .f R...ia Subscribers Only
Producer M..i As....ni Subscribers Only
Music S...n To....an Subscribers Only
Music I..n D..n Subscribers Only
Text I..n D..n Subscribers Only