The RT Infinite Letter project, created jointly with students of the RANEPA School of Design and graphic artists Mikhail Sorkin and Petr Bankov, claims to win in the category “Using branded content online or in social networks”.
The project combines lines from frontline letters with illustrations based on them.
Also a finalist in this nomination was the RT documentary "The Lessons of Auschwitz", timed to coincide with the 75th anniversary of the liberation of the largest Nazi death camp Auschwitz-Birkenau (Auschwitz) by Soviet troops.
Together with RT, the Cannes Lions shortlisted in this category includes major global brands Netflix & Playstation, Visa and Nike.
“Endless Letter” and “Lessons from Auschwitz” were implemented as part of the large-scale multimedia project RT #PagesPredevy, which tells the story of the Great Patriotic War through the prism of new media and digital art on five platforms: Twitter, Instagram, Facebook, VKontakte and YouTube.
#Winning Pages have already received international awards Webby Awards, Promax Europe Awards, D&AD (Design and Art Direction), ADC Awards, Shorty Awards, Lovie Awards, Red Dot, Digiday and others.
RT's multimedia projects have made it to the finals of the Cannes Lions competition four times.
In 2019, the shortlist included the RT # Romanovs100 project, timed to coincide with the centenary of the execution of the royal family.
A year earlier, the international Twitter project RT # 1917LIVE, dedicated to the centenary of the revolution in Russia, became the finalist of the competition in three categories.
Cannes Lions, one of the most prestigious international advertising festivals, dates back to 1954.
The jury of the competition includes representatives of the largest brands and advertising agencies from all over the world.