Cannes Lions

Reindeer

GOOD, Moscow / SBERBANK / 2019

Supporting Content

Overview

Entries

Credits

Overview

Background

Sberbank believes that technology must preserve and multiply the cultural and financial wealth of Russian people. According to UNESCO, 98 indigenous languages in Russia will disappear in the next 50 years. Some of them have less than 10 native speakers. Most of them will leave no written literature behind. The majority of Russians didn't know these languages existed. Sberbank created an AI that learns the disappearing languages and teaches them back to people. This film supported the launch of the AI on November 4th, National Unity Day.

Execution

The location of the film is Dudinka (half above the Arctic Circle). The local Nganasan community offered their help and invited Nganasan people from Dudinka and small villages of Taymyr Peninsula.

Similar Campaigns

12 items

Shortlisted Cannes Lions
Get Smoooth Again

NORD DDB, Stockholm

Get Smoooth Again

2022, KLARNA

(opens in a new tab)