Russia is renowned for its rich literary heritage. Yet there was a disturbing trend: 50% of Russians reportedly had not read a single book in 2014. The decline was sharpest among millennials.

2014 was announced the year of Russian literature. Anton Chekhov –world's famous writer who created dozens of stories & hundreds of characters inside them.

Objectives:

Engage young people with Google products and services

Increase brand loyalty through unification of the Russian national cultural values and Google technologies

Brief:

Develop and carry out a large-scale media project in the year of Russian literature

Bring to life Russian national cultural values

Demonstrate the advantages and expertise of Google technologies to young people

We held a nationwide online casting letting anyone find out which role from Chekhov’s stories would suit them best – July - September, 2015

Social Media (Instagram #Chekhovzhiv, FB, bloggers), partnerships with Moscow summer musical festivals – popular among young people: Ahmad Music Festival, PicniqueAfisha, Faces&Laces, etc., Love Radio – all were used to attract people to online casting. The famous “Evening Urgant” talk-show on Russia’s 1st channel had a program devoted to Chekhov’s online readings.

September 25-26th – Live Stage event - A fantastic cast of common people and celebrities played in a 24 hour-long online theatrical performance live-streamed on YouTube from different parts of the world

Readings took place on 25 stages, live, in Moscow, New York, London & around the world. 700 actors participated in readings online. Russia’s prime channels (ORT & NTV) picked up the news.