Advertising for Supra: 'A Field Untilled (Pole nepakhanoe) social experime'

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Industry of the client: Consumer Electronics
Service provided: Advertising
Audience: Business to Consumer
Geographic scope: Local
Tags: Production, digital, Video, social advertising, Social, Technology, moscow, russia, Advertising

Task: advertise new budget Supra SmartPad tablets to a new target demographic ranging from children to the elderly

Concept: Making today's technology accessible where it's impossible.

Implementation: Offer two generations - the young and the elderly - to exchange their knowledge with each other: the older would share their farming and homestead expertise while the younger would teach them computer skills using Supra tablets. We launched our experiment by taking a trip to a back country village. Elderly villagers taught the young participants of our project the skill of goat milking, and in turn got lessons on using Instagram and Skype.

Results: our field trip showed that grandmas fear no youngsters nor technology. We posted a video report of the experiment on the project website, nepahanoepole.smartpad.ru/ , where we also invite new volunteers looking for some know-how sharing to participate in our next outing.

We consider this project a social experiment because we believe that it can make a real difference - we invite people to communicate, learn and help one another using technology as a tool.

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