Birds Records (Dich’)

Creative idea

“Dich” is the starting point for Birds Records, the first music label transferred the streaming model to the charity. To create the music for this track we recorded the birdsong of endangered species and made samples out of them. “Dich” features the voices of endangered bird species. The birds speak through popular electronic musician Ivan Dorn. Their song is about people who don’t realize that their behavior leads indirectly to bird extinction. Streaming “Dich” and other Birds Records’ tracks generates money for the WWF. The samples are available to everyone on condition that streaming outcome goes to support birds.

Brand name: WWF Russia
Advertiser / client: WWF Russia, Yandex.Music
Product / service: WWF Russia
Campaign name: Birds Records (Dich’)
Agency network: BBDO WORLDWIDE
Agency: BBDO Moscow
Production company: Petrik Animation Studio
Web address: https://youtu.be/6RXmA43a5C8
Executive creative director: Alexey Fedorov
Art director: Alexey Litovka
Copywriter: Petr Martyuk
Account director (agency): Anastasia Vikulina
Client account director: Alexandr Kuznetsov
Managing director: Natalia Tsyganova
Music: Ivan Dorn, Suren Tomasyan
Agency producer: Mery Asatiani
Additional company: Account Director - Valentina Zubareva