Saatchi&Saatchi Moscow has created an unusual integrated campaign for the Shchusev State Museum of Architecture.
The ‘Museum Grannies' project continues the communication of the famous print campaign ‘Discover the full story' developed by Saatchi&Saatchi Moscow. Thanks to that campaign the museum is now recognized far beyond the borders of Russia.
The simple idea that the city we live in is an architecture museum itself is the basis of the campaign. Every day we pass by dozens of architectural monuments without even noticing them. But every building in the historical center of Moscow is unique and ready to tell its own story.
The main part of the campaign will be launched in the very heart of Moscow. Within the ‘Museum night' in Moscow, Shchusev Museum will turn the city center into a museum-like environment and the museum grannies, that are so familiar to anyone who has been to a museum in Russia, will help.
On ‘Museum night' the buildings on the Gogolevsky and Nikitsky boulevards, the Arbatskaya square and Bolshaya Nikitskaya will set their voices free via the Museum Grannies who will be be on the city streets telling the stories of the buildings.
However the campaign is not limited to one night. Also, within the ‘Museum night' project and in partnership with "Kultura" radio station and the Lilium interactive studio a special application called ‘Audiogranny' was developed. So that anyone will be able to download this virtual audio guide even after the ‘Museum night' to study the amazing history standing behind the facades of the Moscow buildings.
All the texts in the application were recorded by the ‘Kultura' radio station team with the help of the RSFSR Honored Artist J. Millioti. The audio guide will be constantly updated with new tours. Already in July'13 the new version of the application available for the iphone users will include a special tour on Krasny Oktyabr from the ‘Rain' TV channel.
To support the project the "Rain' TV channel aired the 20-second TV copies where the museum grannies are announcing the special program of the museum and the mobile application launch. Moreover, on the eve before the ‘Museum night'the trailer of the project ‘Museum grannies' will be shown in the main Moscow cinemas, supported by OOH that were launched on the city streets from the 1st of May.
Shchusev State Museum of Architecture:
Director of the Schusev State museum of architecture - Irina Korobina,
Deputy Director - Pavel Kuznetsov
Press secretary - Maria Girba
Head of Sector, Development Department - Nastya Grigoryan,
The scientific department:
Creative Director - Stuart Robinson
Account team - Elena Khichtchenko, Natalia Sysoeva, Olga Ivanova
Creative team - Oleg Panov, Artem Mukhin
Digital director - Alexandr Ovechkin
PR team - Kristina Vorobieva, Yana Brekotkina
Producer - Galina Antipina
Video post-production team - Vadim Korneev, Dmitry Panteleenko
Event team - Maria Krylova, Vladimir Shamray
Branding - Sergey Sidorov
Production - VALIDOL
Casting - Ducksoup productions
Audio guide production:
Interactive studio Lilium - Pavel Krivoruchko, Daria Kuzmina
Creative team - Yuri Polonski, Anton Demakov
Designer - Mark Ignatiev
Producer - Ekaterina Pastukh
Focus films - Elena Voloshina
Photographer - Evgeniy Raidugin
Retouching - Air Layer
Maksim Osipov - sound designer, head of Radio Kultura
Ksenia Lamshina -sound editor, program director of Radio Kultura
Valentina Ivanova - PR manager
with participation of the RSFSR Honored Artist Elena Milliotti