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C-14-5. GRATER
| Agency | StreetArt |
| Creative head | Fateev Evgeny |
| Author of idea | StreetArt |
| Product | website |
| Description | Yekaterinburg municipal TV channel «Studio 41» launched on-line TV project ekburg.tv - a site dedicated to discussions, debates and disputes on various problems which citizens of that city are highly concerned with. The task was to present the project in unusual way. Russian slang usage and informal speech often replace the verb SPORIT' (to debate / discuss) by TERET' (to crush / grind). We decided to use this language feature in advertisement and installed in the city's centre a giant grater. This symbol of household refers to Soviet times when the most important, topical and even forbidden issues were discussed, «crushed» in the kitchens. On the first, teaser stage the grater was just an attention attractor and a news topic, that flooded regional and national Russian mass media. More than a million and a half of people became acquainted with it. On the next stage we have put a slogan on it thus revealing the intrigue: «EKBURG.TV»- the exact place for debates». So with the help of this art object we did advertise the debate web site, and also created a special place in city's environment to hold discussions in reality. |
| Team members | Creative Director Fateev Evgeny Art director Kolokolov Andrey Copywriter Ragozin Aleksandr Production StreetArt |
