Beeline - "The Greatest Reads" by PHNX Awards 2020
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| Başlık | The Greatest Reads |
| Haftanın | Contrapunto Russia |
| Kampanya | The Greatest Reads |
| Reklamcı | N/A |
| Marka | Beeline |
| İlk Yayınlanma Tarihi | 2019 / 11 |
| Ürün | “Gigs for Brains” — a service which rewards users additional Gigs for reading e-books in the partner’s online library |
| hikaye | As one of Russia’s biggest telecom brands, Beeline felt responsible for the decline in reading among younger consumers — a side-effect of their enthusiasm for smartphones. To bring youngsters’ attention back to books we decided to use what they are really interested in. Rap, the most popular music genre in Russia, that has been connected to literature from the outset. Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution and heritage. Here It has always been more bookish and less gangsta. By unwrapping the links between rap and books Beeline aims to reignite youngster’s passion for reading. https://yandex.com/promo/gigi-za-mozgi |
| Süre | |
| Roman Kozlov | Art group ZUKCLUB — Sergey Ovseykin, Nikita Parunin |