MOSCOW, NOVEMBER7, 2018— #Romanovs100, the large-scale, cross-platform, multimedia project launched by RT to mark the centenary of the execution of the last Russian royal family, won at the 2018 Drum Content Awards, a competition honoring outstanding work in the field of marketing and advertising.
RT’s project took first for ‘Best News/Media/Publishing Content Marketing Strategy/Campaign’, beating out, among others, a project produced for the Fox Networks Group.
#Romanovs100, produced in collaboration with the State Archive of Russia, took place across four platforms – YouTube, Facebook, Twitter and Instagram. Over the course of 100 days – from April 8 to July 17 – rare archival photographs from the Romanovs’ personal collection were published across the project’s accounts. The published photographs represent the most complete collection of photos taken by the royal family to this day. As part of the #Romanovs100 project, RT also produced a VR animation of the ‘Romanovs’ Lullaby,’ an exclusive composition by well-known Russian musician and performer Peter Nalitch. In addition, RT produced three other video clips in the style of the early 20th century, using archival photographs as a reference to reconstruct real moments from the royal family’s life.
#Romanovs100 was created by the same team behind the channel’s international #1917LIVE project, which was Highly Commended at this year’s Drum Content Awards in the category ‘Most Innovative or Creative Use of Content’. #1917LIVE was chosen over two projects by The Guardian, including one produced in collaboration with Google.
#1917LIVE is one of the biggest-ever historical re-enactments on Twitter. Dozens of Twitter accounts were set up as key historical characters of the period, from the last Russian Tsar Nicholas II and revolutionary leader Vladimir Lenin to common workers and soldiers, tweeting events from 100 years ago in real-time. Historians from the US and UK took part in the project, as well as the world-renowned Brazilian author Paulo Coelho. The project has received more than 20 Russian and international awards, including the 2018 Webby People’s Voice Award. At the Shorty Social Good Awards, the project won for ‘Best in Education’ and won gold for ‘Best Overall Twitter Presence.’ It was also a three-time finalist at this year’s Cannes Lions festival.
The Drum Content Awards is a prestigious international award that honors the most outstanding achievements in the field of marketing and advertising. This year’s jury included representatives from such world famous brands as Vice Media, Bloomberg Media Studios, LinkedIn, Lego, Samsung, and Burger King.