Year in Search 2021
Yandex is the local hero in Russia and Google is the underdog. Year in Search represents a key brand and reputation moment, an opportunity to show Russians that Google understands them. I was pivotal in coordinating a wide XFN team, in establishing a fruitful collaboration with Russian pop star Manizha and in pushing forward a clear creative concept: ‘The same events evoke opposite emotions in everyone, but looking for answers to important questions is what really unites us.’
Year in Search 2020
The challenge here was to work with local star Anton Belyaev, who wrote an original soundtrack for the video. After many reviews and diplomatic discussions, we managed to get the crescendo we wanted, and Russians showed their appreciation by watching the video 28M+ times on Youtube alone. Even Aleksey Navalny himself added a comment ‘Streams of tears will now drown the whole country :)’.
Year in Search 2019
This is the first Year in Search campaign created with the contributions of users' UGCs. It required a complex project structure especially in the promo phase, dedicated to the launch of the UGC contest on social platforms (Facebook, VK, Instagram) and to the gathering, moderating and rights cleaning of thousands of submitted videos. But the end result was well worth it.