February 05, 2024

Social Creative! 2х2—Winner of the Tochno! Contest

On January 31, the award ceremony of the All-Russian Contest for Social Impact Media Projects Tochno! was held. The 2x2 TV channel received three awards in the nominations Tochno! Potential! and Tochno! Collaboration.

First place in the nomination Tochno! Potential! went to the Killer Balloons video by the 2x2 TV channel. The video was created for 2x2 by animator Sergei Posokhin. It draws the viewers’ attention to an environmental problem related to balloons, emphasizing their danger for birds and the fact that it is not necessary to use balloons in celebrations.

Second and third place in the Tochno! Collaboration category were the Cybercringe project by 2x2 and Kaspersky Lab and the Sergei the Unemployed project by 2x2 and Avito.

The Cybercringe special project calls for observance of safety rules on the Internet, contributes to the promotion of “anti-cybercringe,” and elaborates on the capabilities of the brand’s product. Viewers shared their awkward, funny, or outrageous stories (“cybercringe”) related to online fraud on 2x2tv.ru. To inspire participants, Kaspersky Lab created three animated videos, and 2x2, together with the studio Kubik V Kube, produced the voiceover for the creatives.

Exclusively for Avito, 2x2 created the mini-series “Sergei the Unemployed (Sergei Bezrabotny)” in collaboration with animator Sergei Oz. In each episode, an infantile and cunning millennial tries to find a practical use for his meager talents. However, Sergei and his employers are only set up for disappointment: from losing a place to live to a worldwide flood. In the mini-series, 2x2 addresses the audience in their own language and successfully emphasizes Avito’s advertising message.

The purpose of the Tochno! Contest is to shape a new approach to creating products with an integrated social message and an assessment model in the media industry and the media community. The Contest focuses specifically on projects that demonstrate evidence-based practices and have the potential for social change. The Contest is part of the RACA National Creativity Rating in Social Advertising and Socially Important Communications.

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