From Russia with Love
The following came to me via Ilya Pryamilov, ADC at Leo Burnett Moscow and I think it's an amusing idea/project to feature in my final blog post for this year. (Creatives: CD Ilya Pryamilov. AD Elizaveta Matveeva, CW Veronika Ustyuzhanina)
Lürzer's Archive wishes you all the best for 2019 and see you on the other side. – Michael Weinzettl
New Year's Teleport from Publicis Russia:
Ilya Pryamilov: "My name is Ilya, I am a Creative Director from Leo Burnett Moscow. Like everyone else, we had a brief for a New Year's gift for our clients (as a rule, these are the most boring briefs). Here is what we did:
In Russia, people start giving each other New Year's gifts long before the New Year. More often than not, it is booze. Publicis joined this unofficial tradition and decided to give a bottle of champagne to their clients. With one caveat: The way they did this made it possible to drink it at their workplace, despite the prohibitive laws of the Russian Federation under which it is strictly forbidden (pp "B" n. 6 h. 1 of article 81 of the LC RF).
Thanks to Publicis in an instant you will find yourself in a territory free from all laws: in Bir-Tawil, on the Spratly Islands, in the Antarctic or Western Sahara. And you will be able to share photos of you and your colleagues anjoying the bubbly. It is no secret that each photo shared on social media has geodata which assigned to the place where it was taken. We thought it would be interesting to hack this system. So we decided to change geolocation in order to be in a territory without rules and laws concerning the consumption of alcohol.
The way we did this: We delivered to our clients bottles with QR-tags that lead to the site. With it, everyone can take a photo of the revelry in real time and post it on social media with new geodata.
Of course, this is just a gag using the latest digital technology to to start celebrating the New Year as soon as possible bypassing all formalities. But at the same time, it’s an unusual New Year’s gift for our partners, clients and colleagues.
