TV Rain is one of the last independent news media outlets in Russia that is not financed by the government. In 2014, under pressure from the government, TV Rain was removed from the air by all satellite and cable providers. The only way for the channel to keep operating was through paid subscriptions from people who wanted to know the truth.

To get people’s attention quickly and within a tight budget, we decided to placed one simple message on a billboard: “Rain washes the Lie away”.

However, instead of printing the word “Lie”, we painted it. So all we had to do was wait for the Rain to wash off the “Lie”, literally.

For one month, a web camera streamed the billboard on the TV Rain website, and when it rained, everyone could get a half-price subscription. The billboard caused a huge buzz across social and independent media, doubling the monthly subscribers. On average, every 1 minute of rain brought in 13 new subscribers.

I worked on this project as a Copywriter at Voskhod For Peace, Ekaterinburg
Awards: Cannes Lions Finalist, Epica Bronze, Golden Drum Finalist, ADC*E Bronze, White Square Gold, ADCR Bronze.