Google Russia wanted to demonstrate that it does more than simply understand local culture – it actively contributes to it. So we dreamt up a project that took one of the most cherished Russian literary masterpieces of all time and reintroduced it to a modern audience using Google technology.

The Russians have always been proud of their cultural heritage. Unfortunately, over the last decade the number of people who are interested in reading, is noticeably reduced . The main reason lies in the fact that nowdays people spend too much time on computers. Taking into account the level of involvment into modern technologies and also the speed and the variaty of avaliable information, we've decided that it is time to create a new way of introducing the great works of literature to the world. We've decided to demonstrate that Google not only understands Russian culture, but also invests in its development. Thanks to the exclusive technology Google Hangouts and YouTube channel, we have created a unique format of on-line reading. During 36-hour more than 700 people from 9 different countries and 34 sites were reading Leo Tolstoy's great novel passage by passage via Google Hangouts. 

The campaign has outstanding results:

5.4 million. responses in the media
6 prime-time news broadcasts on Channel 1
3 million connections to the page and more than 60 thousand viewers from 106 countries throughout the broadcast
20 thousand subscribers and 4 million comments on the page Google+
A new record in the Guinness book has been set in the category “The largest audience of the on-line reading marathon”
First place in the category "attitude toward the brand" at Effie / Brand of the Year award
Print made from Google Hangout windows:

CLIENT: GOOGLE
AGENCY: SLAVA
Creative directors: VICTOR SOKOLOV, DENIS LAPSHINOV
Art director: MICHAEL ZVEGINTSEV, SASHA EPERIN
Sr copywriter: KATYA GANINA
Copywriter: ARTUR DANIELYAN
Illustrator: ANNA EGIDA
Account director: KATYA KONOVALOVA
Account manager: ANNA SYTINA
Account executive: KSENIA LOBANCHIKOVA

VIDEO PRODUCTION: HYPE PRODUCTION 
Director: OLEG TROFIM
DOP: ALEXANDER STAROSTIN, IVAN LEBEDEV
Producer: JULIA SAMOILOVA

PRINT PRODUCTION: FETISH FILM
Illustrator: CHARIS TSEVIS, JODY HEWJILL

DIGITAL PRODUCTION: RESN
EVENT PRODUCTION: AGENCY 42
SOCIAL MEDIA AGENCY: PICHESKY
PR AGENCY: KETCHUM MASLOV
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