Ilya
Andreyev
Concepts, ideas
and implementation
for advertising,
digital and new media
and a better world.
SOCIAL:
Hush City
The Environment
Minsk is the capital of an independent state for 18 year already. It is the cultural capital of the republic. Most of promoted cultural signs are connected with the past of the country.
And there are almost no signs connected with contemporary reality: nobody has ever made a real film about Minsk of the 21st century and problems of young people living here.
The Challenge
To shake the city and draw attention to Minsk.
The Idea
To make a film about modern Minsk.
But we know, it is not possible to make a real film for a group of young people: we have not enough technical base, skills, time, money, whatever. But we can make a film-like Internet project: a mix of photography, animation, original soundtrack, web-technologies and literature. A sketch of a film. A sketch-film.
We mix local values with universal. Minsk as a background is mixed with simple and understandable all over the world things that can touch anyone in the world: love, hope and necessity to make a choice.
The Reel
The reel was done by Andrey Levkovitch @ Bullet ICP
The Link
http://HushCity.net
Promotion
We have posted the link to the project in our personal blogs: here, here, here and here. And it started to work.
Results
During the first week the project was visited by over 12 000 unique visitors. Average time on site was over 5 minutes.
The project generated over 200 impressions on personal blogs.
We received hundeds of emails.
The project created a real buzz in the blogosphere.
The Award
"Hush City" project has been selected as an Official Honoree for the NetArt category in the 13th Annual Webby Awards.
Analysis
Probably, the project was a well-timed responce to people's insight: "I'm connected with Minsk (live or lived here). I want to hear a story that happens in my city ". There was (and still is) a great lack of cultural production connected with modern reality of the city and young generation values.
I generated and developed the idea, directed and produced the project, worked on flash animation and managed the creative crew. The greatest creative crew I've ever worked with.