Agency: ARK CONNECT
Country: Russia

The summary statement

Entertaining yet educational campaign that reached over 60% of the Russian population. A fantastic cast of common people and celebrities played in a 24 hour-long theatrical performance, live-streamed on YouTube on the largest online scene in the world. 700 actors participated in online readings, across 10 time zones including Moscow, New York, London, of 48 Chekhov stories…Over 700 000 unique viewers from 104 countries watched the event live.

Campaign strategy

Context:

Russia is renowned for its rich literary heritage. Yet there was a disturbing trend: 50% of Russians reportedly had not read a single book in 2014. The decline was sharpest among millennials. 2014 was announced as the year of Russian literature. Anton Chekhov is the world famous writer who created dozens of stories & hundreds of characters inside them.