Living Memory

All Google services are extremely different and are united only by belonging to one brand. We decided to take an unconventional path and create a quest that would organically fit into all services and activate the audience to get to know them better. And so that people would have a high interest in the project, we decided to make the central characters of the quest the group "Mumiy Troll", which was on a wave of popularity.

We transformed the archive from a simple collection of letters into a real online monument. Letters could be read in chronological order, see where they were sent from and where, from whom and to whom.

After we collected the letters, a flash mob was launched, within the framework of which anyone could read a letter and thus honor the memory of the people who wrote these lines, relive their feelings and thoughts. More than 40 letters were read especially for the project by our famous compatriots.

To attract a young audience to the project and remind them of the importance of the memorable date, we invited seven talented creators and asked them to get involved with this topic (previously unfamiliar to many of them) and tell others about it. They chose seven wartime letters and breathed new life into them. Based on the letters, real works of art were created: a song, a painting, a performance, a book of photographs, an art object, a poem.