The Greatest Reads - Beeline
“Gigs for Brains” — a service which rewards users additional Gigs for reading e-books in the partner’s online library

Silver

Title of Entry:	The Greatest Reads
Brand:	Beeline
Product/Service:	“Gigs for Brains” — a service which rewards users additional Gigs for reading e-books in the partner’s online library
Client:	PJSC VimpelCom
Entrant Company:	Contrapunto
Creative Agency:	Contrapunto
Duration of Entry:	03:46
Judging URL:	https://youtu.be/kUEKCc1UA_o
Live site URL:	https://yandex.com/promo/gigi-za-mozgi
Sector:	UTILITIES
Creative Director:	Kristina Denina
Date of Release:	2019-11-01
Notes:	As one of Russia’s biggest telecom brands, Beeline felt responsible for the decline in reading among younger consumers — a side-effect of their enthusiasm for smartphones. To bring youngsters’ attention back to books we decided to use what they are really interested in. Rap, the most popular music genre in Russia, that has been connected to literature from the outset. Once arriving in Russia, rap was given a literary spin and took on the role of distilling our cultural evolution and heritage. Here it has always been more bookish and less gangsta. By unwrapping the links between rap and books Beeline aims to reignite youngster’s passion for reading.
Art Director:	Alexey Pavlov, Egor Kosolapov
Copywriter:	Alina Zaripova
Other Credits:	Victoria Kanina (Client Service Director), Iulia Bodnaryuk (Account Director)
Other Credits:	Anna Chernaya (Producer), Vera Yakovleva (Account Manager)
Other Credits:	Anastasia Chulyukova (Strategic Director), Tatiana Khmelnitskaya (Celebrity Director)
Other Credits:	Beeline: Julia Koneva (Marketing communications and brand management Director)
Other Credits:	Beeline: Natalya Krivchyanskaya (Head of department of advertising campaigns development), Irina Morozova (Senior Manager of advertising campaigns development department)
Other Credits:	Beeline: Dmitriy Lashkin (Producer), Oksana Trofimova (Head of department of integrated communications), Elena Aristarkhova (Senior Manager of integrated communications department)
Other Credits:	Hype production: Lado Kvataniya (Director), Andrey Krauzov (Cameraman), Andrey Samsonov (Producer), Irina Kanevskaya (Executive producer), Dmitriy Maseykin (Animation astist)
Other Credits:	Art group ZUKCLUB: Sergey Ovseykin, Nikita Parunin, Roman Kozlov
Other Credits:	Yandex: Dmitry Chudesnikov (Special Projects Manager), Irina Klochkova (Key Client Service Manager), Alina Silenko (Key Client Service Group Head), Lilia Eiler (Special Projects Head)