Cannes Lions

Breaking Point

E:MG, Moscow / CHILDREN AND YOUTH REHABILITATION CENTER FOR VISUAL ARTS FOTO CH / 2017

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Overview

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Overview

Description

We are convinced that there are no people with limited possibilities.

There are people with unlimited talent.

We believe that only acting on the breaking point of one's abilities, one can discover his creative potential.

And who else if not teens with special needs can demonstrate the way to live and to create at the breaking point of abilities?

Execution

9 teens went to expeditions: they climbed the mountains of Caucasus and went through ices of Lake Baikal. They live in severe north conditions, move along the ice desert, balance on the edge of the rock.

During the expedition participants made amazing photos, which we presented at the interactive exposition in the centre of Moscow, and then in the major city park.

With the help of interactive installations visitors had the possibility to stand in the place of photographers and to try making the similar photos of wild nature, taken far from any civilization. The installations demonstrated what it is like, for example, to hold camera in hand while having strong hand tremor.

The project was supported by famous actors, cinema critics and photographers. The film about our heroes took place at the opening of the interactive exposition and then was shown on federal channels and in Moscow cinemas.

Outcome

For the first time in Russia an event took place, that allowed to stand into the place op people with special needs and special talent.

Mentioning of “FotoCh” in media increased by 1976%

Total audience 59 518 000 people (OTS)

PR Value 1 428 571, 53 USD

Media impressions 415 107 774

But the most important thing is that we proved to the society that there are no people with limited possibilities.

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