Hasta La Creative!

Media
TANGO Network

Background: The story of relations between the Turks and the Armenians is a never-ending tragedy. There was everything… Everything but friendship.

Objective: bring together the peoples of Turkey and Armenia, who have feuding for over a hundred years. TANGO Network, which unites non-government organizations in both countries, believe that time to break the vicious circle has come.

Idea. To create the longest manifestation of friendship ever between those who almost never enjoyed friendship.

Solution. On December 6, 2013 two people from Armenia and Turkey gave each other a hand. On December 8, after 43 hours, they set a world record in the duration of a continuous handshake. Despite wind and cold. Showing that it is possible to close the border between countries, but not between people.

Results: It caused a sensation. And not only in Turkey and Armenia. More than 250 media in 11 countries. More than 40 mln people reached. But what is more important, it has found massive support.

Advertising Agency:Twiga, Moscow, Russia
Creative Director:Michael Elagin
Art Director:Grant Abovyan
Copywriter:Semen Galkin
Producer:Vardan Martiorosyan
Pr Director:Sophya Gelman
Manager:Nino Purtseladze