| 标题 | N23. A fragrance based on real events |
| 广告公司 |
Action
|
| 广告战役 |
N23. A fragrance based on real events
|
| 广告主 |
Newspaper “Novaya Gazeta”
|
| 品牌 |
Novaya Gazeta The boycott of the opening of a perfume boutique in "The House of Executions" at Nikolskaya 23, where 31,456 people were shot dead during the years of the Stalinis repressions.
|
| Posted | 12月 2020 |
| 行业领域 | 报纸、杂志、书籍
|
| 剧情简介 | Our goal is to change the fortune of the building by launching a big campaign in mass media which will start a wave of protest, affecting- the decision-makers (The owner of the building, Major businessmen and the Moscow government),- leading domestic and international media (as a tool to reach the first audience), - general public who are not indifferent to the historical memory of Russia. (They are the energy that fills this project).Idea: to create a provocative symbol of today's blasphemous reality, when a luxury perfume boutique is to be opened in a building where 31,456 people were shot and more people sentenced to death. The project reveals this terrifying contrast: premium packaging — and a bed of soil from the Kommunarka execution yard. And a vial: a real vintage Soviet shell case filled with No.23 perfume. A fragrance based on real events. With the smell of gunpowder. |
| 问题
| A society cannot move towards democracy, equal rights and political freedoms until it learns the terrible lessons of the past. As long as Joseph Stalin is not officially declared a political and war criminal in Russia, it will be hard for our country not to repeat history's mistakes. In today's Russia, the state uses political repressions against its citizens. Opposition repeatedly faces prosecution and is subjected to tortures in prison while anti-governmental protests are violently repressed. That's why the government deliberately ignores the crimes of Joseph Stalin for political purposes.Stalin is buried at the Kremlin wall, and numerous people, including government officials, lay floral tributes at his grave on the day of his death every year. More and more monuments to the Soviet dictator have been unveiled all over the country. And more and more people forget or even don't know about the crimes of this person. According to a pan-national poll conducted by Levada-Сenter (a Russian sociological research organization) in 2019, 46% of Russians aged 18-24 have never heard about mass repressions in the USSR. And 70% of responders "rather positively" rate Stalin's role in the country's history.Besides, a symbol of Stalinist terror—a House of Executions at Nikolskaya street 23 — was sold to a businessman on familiar terms with the cabinet. He bought the building at a knock-down price at a closed state auction a few years ago and decided to open a perfume boutique there in 2019.When “Novaya Gazeta” - the leading oppositional newspaper in Russia - learnt about the fact, it decided to declare about this terrible intention as loudly as possible. Our main goal was to change the future of the house, create public awareness and call to boycott any commercial use of the building. |
| 媒体类别 |
案例研究
|
| 首席创意官 |
Nikita Petrusev
|
| 美术指导 |
Artem Bryksin
|
| 文案 |
Ekaterina Volkova
|