CLIENT
WWF Russia
Kristina Lugovenko, Senior project manager
Marina Seryakova, Senior project manager
AGENCY
Natalia Tsyganova, Managing Director
Anastasia Produvnova, Strategic Planning Director
Alexey Fedorov, Executive Creative Director
Valentina Zubareva, Account Manager
Alexey Litovka , Art Director
Petr Martyuk, CopywriterAlexandr Kuznetsov, Client Services Director
Natalia Chuich, Strategic Planning Director
Andrey Dovzhik, Head of Marketing
Universal Music Russia
Dmitry Konnov, General Director
SUMMARY
How to help birds in distress if charity isn’t developed in Russia? People tend to donate one-off and to the popular directions. We used streaming model for charitable purposes for the first time. WWF and Yandex.Music created the first noncommercial label “Birds Records”. Birds became performers and were able to earn money. Recorded by Dorn on the base of birds’ samples single “Dich’” was presented on Yandex.Music. Birds received deductions from each listening and will continue while it’s in demand.
