While most of us were confined to our homes during the pandemic, the homeless had nowhere to go. Not only that, but layoffs increased the number of people on the streets, while donations to homeless charities slumped. Russian e-commerce platform Yandex decided to act, by emblazoning its delivery boxes with genuine messages from needy people on the streets. But the initiative didn’t just raise awareness of the homeless – it effectively helped them by encouraging consumers to fill the empty boxes with useful items for people on the streets, which Yandex then shipped for free. Certainly a useful PR exercise for Yandex, but also a way of allowing consumers to donate as well as buy.
|
|
Title | Cardboard Media |
Agency | Yandex Magic Camp |
Campaign | Cardboard Media |
Advertiser | Yandex |
Brand | Yandex Retail (marketplace) |
Posted | November 2021 |
Business Sector | Subscribers Only |
Story | Subscribers Only |
Problem | Subscribers Only |
Media Type | Case Study |
Copywriter | T....na Ko.....ova Subscribers Only |
Art Director | K...ll Ki....ov Subscribers Only |
Agency Producer | D...a Ko.....va Subscribers Only |
Creative Director | O..a Ver......aya Subscribers Only |
Head of Creative Studio | M...a Mes.......kov Subscribers Only |
Project Manager | Ek.....na Pol.......eva Subscribers Only |
Head of Brand Communications | Ek.....na Nep.......haya Subscribers Only |
Chief Marketing Officer (CMO) | D...a Zo......ina Subscribers Only |