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Effie Awards Europe

Effectiveness Award
Bruxelles, Belgium
WWF Russia - "Birds Records Case Film" by Effie Awards Europe 2020

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TitleBirds Records Case Film
BriefWWF Russia develops long-term programs to save rare birds that require ongoing funding. But charity in Russia is still in its infancy, ecological problems not in top-of-mind. We needed a solution for providing sustainable flow of donations and raising awareness of bird extinction.To create a sustainable revenue stream for WWF we transferred the music streaming model to the charity. The birdsong of endangered species became music samples available to artists for free, on condition that all streaming proceeds go to WWF to bird protection.After launching we received over 500 tracks, the best of them have been released on streaming platforms. The money collected by Birds Records label was used for restoring the habitat of the Far Eastern storks. It became one of the most successful campaigns in WWF Russia history. And it's not final: birds will earn money while people listen to music.
Agency
Campaign Birds Records
Advertiser WWF
Brand WWF Russia

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Date of First Broadcast/Publication Subscribers Only
Product Subscribers Only
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StorySubscribers Only
Media Type Digital
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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