Reality show shifting reality

Creative idea

In Kazakhstan, by law, everyone who has lost a limb is entitled to a prosthesis. But it's only cosmetic — that is, lacking functionality and crudely concealing the lost limb. And only after going through numerous commissions. To have a chance at a functional prosthesis, one must go through even more commissions and the stairs to reach them. This situation inspired the creation of a provocative campaign, a pseudo-reality show titled «Stairs». This show, presented as the world’s first, would require participants with limb loss to navigate a series of metaphorical stairs to win a modern prosthesis.

Brand name: Altair Foundation
Advertiser / client: Altair Foundation
Product / service: Altair Foundation
Campaign name: Reality show shifting reality
Agency network: INDEPENDENT AGENCY
Agency: TDI Central Asia (Almaty)
Additional company: Wunder Digital
Web address: https://www.altair.foundation/
Agency chief executive officer: Yulia Davydchyck
Creative director: Cheley Artyom / Miranovich Vladimir
Art director: Androsov Vladimir
Copywriter: Piatrouskaya Tacciana
Client account director: Violetta Diubkina
Pr director: Shynar Zhanibekova
Director: Dmitrii Bilyk
Additional company: Lidia Shimko - account manager operator Maksim Mitrofanov setup manager Filiz Kilinch