Pyaterochka | Web series "Recycle It!" Digital Lab
Task
Nowadays, many people talk about plastic recycling, and people have begun to take a more responsible approach to consumption. To draw attention to this problem and announce their eco-campaign, Pyaterochka, together with us and Sorry, Guys.Media launched a new digital project - the web series Recycle It!
Ideas and solutions
No one can tell about the problem better than the plastic itself, so in our videos, plastic objects come to the psychologist to talk about the sore point. They are not distinguished, they are not separated, they are not recycled - plastic is a shame. The series has seven episodes - one for each type of plastic. The cling film tells that it has been unwound again, the bag gets nervous and rustles, and the foam is worried that it is being used and thrown away. The psychologist, in the role of which is the eco-activist and TV presenter Irena Ponaroshku, helps to cope with the problem of each plastic "client" in different ways. When writing the texts, our screenwriter consulted a practicing psychologist in order to select the relevant practice for each case. Seven episodes were filmed in three shooting days. On the set, it was important to create for the actress a sense of the presence of the interlocutor, so that the dialogue was lively and natural. Therefore, there were objects in the frame, but a professional actor spoke for them, acting out their emotions. For each character, our illustrators, together with the art director, developed a different style of rendering and animation in order to play up the character and reveal emotions. Color grading also played an important role - dark and dull colors became brighter and more saturated to show the positive dynamics of the psychologist's client. Key results: Project coverage: 11,571,886 Unique users on the site: 134 206 Transitions per share ecology.5ka.ru: 10 693 Episode views: 3 402 416 Average viewing time 03:25 (with an average indicator on similar projects - 1 min) Bounce rate 20% (within the benchmark (20-30%) on similar projects).
