In 2022, after two pandemic years and amid a new crisis, travelling abroad became almost impossible for many Russians. With Yandex Travel, we looked for peace of mind closer to home. As Creative Lead, I guided a campaign exploring how cultures across Russia find calm, connecting films, lullabies, clothing and a guide to 15 peoples through their local traditions.
TOURS TO CULTURES
INTEGRATED
CAMPAIGN
YANDEX TRAVEL
2022
awards
ADCR
RED APPLE
WHITE SQUARE
RED APPLE
WHITE SQUARE
Case study
Commercial
We followed the plots of the lullabies to find folk patterns. They were restored and digitized from household items and enjoyed a second life in animated backgrounds and track covers.
Patterns also decorated a collection of pajamas we released with fashion brands Outlaw Creative, muus, and Ola Ola.
Track covers
You can listen to the lullaby playlist by following this link.
The quintessence of the project was an online guide to the soothing traditions of the 15 peoples. It encompasses traditions, places, dishes, and objects — everything that helps each group find calm and peace. We conducted interviews with local experts and residents, then working with local editors who understand the traditions personally and turned endless transcripts of interviews into unique guides.