
Agency	TBWAMoscow
Creative head	Maxim Kolyshev
Author of idea	Maxim Kolyshev
Product	Jail Chess Cup
Description	Our goal was to increase popularity of the chess and show the real use of this skill. We decided to find the audience who can value chess skill most. That landed us in jail where chess can serve penitentiary needs. The target audience was prisoners who has positive characteristics and want to apply for early parole to the court. We decided to stress the idea that chess is something much more than just a game, that chess can teach people to analyze the moves they make not only on the chessboard, but in their lives too. We addressed those who had found themselves in jail because of their thoughtless actions. We asked participants to play the game of their life, for a chance to change the life. And offered them the opportunity to take part in the Jail Chess Cup. The winner would be eligible for early parole. World Chess Champion Anatoly Karpov supported the idea. All TVCs were shot in authentic atmosphere to show to the prisoners that Russian Chess Federation is acquainted with insights of prison conditions and typical habits. Two TV spots were aired around prisons, announcing the Jail Chess Cup. Prisoners could find entry forms in special issue Chess Survey 64 magazine. The print was inspiring and gave possibility for prisoners to tell their story in participant’s application. The Jail Chess Cup Finals was announced and broadcast on ChessTV.com. Therefore these activities were welcomed and the number of participants exceeded expectations. The live broadcast with famous commentators increased awareness of prisons chess tournaments among general public. Which raised the interest to Russian Chess Federation as socially active and entertaining community. We made 10000 prisoners ponder about changing their lives. 200 players took part in the tournament, 16 of them made into the finals. Several thousands people watched the finals via online live broadcast on chesstv.com/ As a result of the campaign, Russian Chess Federation decided to run International Jail Chess Cup. In June the Jail Chess Cup winner – Leonid Korol, has to be released. He won the game of his life.
Advertiser	Russian Chess Federation
Team members	Art director: Natalya Bystrova Copywriter: Julia Komolikova Designer: Igor Yerasov Designer: Maxim Maxutov Strategic planning: Sergey Koptsiovsky Producer: Olga Kirillova Producer: Gavriil Spirin Associate producer: Elena Gridoryeva Associate producer: Alexander Anfilov Account Executive: Julia Savina Account director: Anna Semenova Brand managing director: Alexeyt Ulanov PR manager: Oksana Klichnikova DOP of case studies: Veronika Silchenko Editor: Alexander Korolev Composer: Oleg Litvishko Color grading: Serfim Salnikov Account manager: Ekaterina Khozyaeva DOP of TVCs: Vladimir Bashta

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