2: DIGITAL

Birds Records - WWF Russia, Yandex. Music
WWF Russia

Silver

Title of Entry:	Birds Records
Brand:	WWF Russia, Yandex. Music
Product/Service:	WWF Russia
Client:	WWF Russia, Yandex. Music
Entrant Company:	BBDO Moscow
Creative Agency:	BBDO Moscow
Judging URL:	https://youtu.be/1GL38C5Vjtg
Live site URL:	https://birdsrecords.com
Sector:	PUBLIC & SOCIAL
Creative Director:	Alexey Fedorov
Date of Release:	2019-10-10
Digital Producer:	Yuriy Marin (Head of production); Elena Novoseltseva
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. We launched Birds Records with a track from Ivan Dorn. Soon we had got more than 500 tracks from popular and upcoming artists. We selected the best and released them as an album. Streaming the album also generates money for birds. 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.
Art Director:	Alexey Litovka
Copywriter:	Petr Martyuk
Other Credits:	Natalia Tsyganova — Managing Director, Alexandr Kuznetsov — Business Director
Other Credits:	Anastasia Vikulina — Account Director, Valentina Zubareva — Account Manager
Other Credits:	Denis Bykov — Digital Creator, Andrey Krusanov — Digital Art Director, Sofia Baeva - Designer
Other Credits:	Natalia Chuich - Strategic Planning Director, Anastasia Produvnova - Senior Strategic Planning Manager
Other Credits:	Mary Asatiani — Producer, Maria Penkova - Producer Assistant
Other Credits:	Irina Noruzi — TV Production Director, Alexey Shevchenko - Senior TV Studio manager
Other Credits:	Universal Music Russia: Dmitry Konnov - General Director, Alexey Zhuravlev - Celebrity Manager
Other Credits:	Yandex.Music: Andrey Dovzhik - Marketing grouphead, Nikita Starun - Brand Manager
Other Credits:	WWF Russia: Kristina Lugovenko, Marina Seryakova (Senior project managers), Irina Vorobieva - Head of corporate fundraising
Other Credits:	Union for the protection of birds of Russia