Cannes Lions

Alive Memory

FRIENDS , Moscow / GOOGLE / 2016

Awards:

2 Bronze Cannes Lions
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Overview

Entries

Credits

Overview

Description

Google decided to use technology to rescue these letters before they were lost forever. Thus, we set out to collect the largest online archive of wartime letters in Russia - the "Alive Memory”.

Execution

All the letters on site were presented in the form of the monument made of words from letters. Anyone could add their family’s letter to this archive, and each new letter, word by word, created this interactive monument in real time. Every word clicked through to a specific letter. We analyzed these letters, linking them with their recipients and senders, and traced their delivery routes. The letters could also be read in chronological order. Some of the letters found a new voice through 40 video recordings by famous Russians. Also young talents re-appropriated 7 of the letters to different genres of modern art. This inspired music, art, poetry, and performances based on the themes of the letters.

Outcome

Close to 2000 collected letters / 3 mln project views on YouTube / 227 PR mentions / 6 mln social media reach / 211 000 unique users / 2,6 mln web page views / 468 mln media impressions

Most importantly, the struggles, hopes and emotions of the heroes of this war became accessible to everyone, helping to unite people around these historic acts of courage on the website "Alive Memory”.

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