Movies That Change Lives
Award: Wood Pencil
Wood Pencil / Direct / Direct Response/Film Advertising / 2015
In Russia, potential parents can view orphans only on the state data bank, where children are presented with a sloppy photograph and a short, cold description. Together with Change One Life Foundation, Y&R Moscow invited ten of the best Russian movie and advertising directors to produce a short film celebrating each orphan. The films were showcased online and in cinemas all over Russia. As a result, the government is finally ready to collaborate in updating the state archive, and all the orphans featured were requested for adoption.
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