7: BRAND ENTERTAINMENT (Branded film/video (fiction))

Birds Records ('Dich' by Ivan Dorn) - WWF Russia - WWF Russia, Yandex. Music JPG
Birds Records ('Dich' by Ivan Dorn) - WWF Russia - WWF Russia, Yandex. Music MP4 3m:06s
Birds Records ('Dich' by Ivan Dorn) - WWF Russia - WWF Russia, Yandex. Music MP4 1m:56s

Birds Records ('Dich' by Ivan Dorn) - WWF Russia, Yandex. Music
WWF Russia

Birds Records ('Dich' by Ivan Dorn) - WWF Russia, Yandex. Music - WWF Russia


Title of Entry: Birds Records ('Dich' by Ivan Dorn)
Brand: WWF Russia, Yandex. Music
Product/Service: WWF Russia
Client: WWF Russia, Yandex. Music
Entrant Company: BBDO Moscow
Creative Agency: BBDO Moscow
Creative Director: Alexey Fedorov
Art Director: Alexey Litovka
Copywriter: Petr Martyuk
Production Company: Petrick Animation Studio
Producer: Mary Asatiani
Date of Release: 2019-10-10
Notes: More and more birds go extinct every year. Globally, at least 40% of bird species are in decline and one in eight birds are on the verge of extinction. We had to come up with a solution that would provide a sustainable flow of donations and raise awareness of the issue of bird extinction. But charity in Russia is still in its infancy. Just 2% of the population subscribes to a monthly donation.

To create a sustainable revenue stream, WWF, Yandex.Music and Universal Music transferred the music streaming model to the charitable sector. We turned the birdsong of endangered species into music samples and made them available to artists for free, on condition that all proceeds go to WWF to fund bird protection. It became the basis for our record label monetizing birdsong.

The music video “Dich” is the starting point for Birds Records. “Dich” features the voices of endangered bird species from the IUСN Red List. The birds speak through Ivan Dorn. Their song is about people who don’t realize that their behavior leads indirectly to bird extinction. Streaming “Dich” and other Birds Records’ tracks generates money for the WWF.

“Dich” is an illustration of human activities that influence the extinction of rare bird species. The video consists of 9 stories in 9 different styles. Issues resonate with the audience more through the lens of visual style. Pollution is illustrated with dirty ink and the birds’ last dance consists of 120 hand drawn frames. Over 20 artists of various disciplines worked on “Dich”.

Birds Records got over 1B impressions. Russia’s most popular late-night show dedicated the whole segment of the show to the project. The results are more than impressive: traffic to the WWF website increased by 50% resulting in a steady growth of donations. For the first two month we got over 1 million rubles, it’s 65% more than the previous most successful WWF campaign for birds.

But most important is that we changed the donation model itself, making it as simple as clicking the “play” button on a streaming service. Our solution provided WWF with a stable flow of money to protect rare bird species.
Music Company: Universal Music Russia
Other Credits: Managing Director: Natalia Tsyganova
Other Credits: Client Services Director: Alexandr Kuznetsov
Other Credits: Account Director: Anastasia Vikulina
Other Credits: Account Manager: Valentina Zubareva
Other Credits: Songwriters: Ivan Dorn (lyrics, music), Syren Tomasyan (music)
Other Credits: Support organization: Union for the protection of birds of Russia
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