Rain VS Lie
TV channel "Rain"
2016
TV Dozhd is an independent TV channel that broadcasts impartial news reports on the real state of affairs 24 hours a day under pressure from the government. «Dozhd» means «rain» in Russian, so we placed a simple message – «Rain will wash away the lies» – on the billboard.
We just had to wait for the lie to be literally washed off. For 1 month, a web camera was streaming the billboard on Dozhd’s website. When it rained, everyone could get a 50% discount on a subscription.
The billboard caused a huge buzz on the Internet, and we reached the audience of 1 million people. On average, every minute of rain brought 13 new subscribers, and the number of new subscribers grew by 100%.