The voices of the street – Nochlezhka | Clapboard Ad Archive

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The voices of the street - Nochlezhka | Clapboard Ad Archive

Nochlezhka’s The voices of the street, developed by Great in 2020, stands as a sharp and technologically ambitious intervention in Russia’s public service communications, using AR-enabled posters and high-profile celebrity involvement to confront the realities of homelessness. The campaign’s core idea disrupts passersby with the direct, digitized voices of Boris Grebenshchikov, Noize MC, Grechka, and Kirill Ivanov emerging from physical street posters through augmented reality, provoking immediate immersion instead of mere passive awareness and cutting through urban visual noise with a uniquely interactive creative device. By leveraging recognisable personalities as conduits for the message, the work sits squarely in what Clapboard’s taxonomy categorizes as FORMAT#8—Ongoing Characters or Celebrities, where recurring spokespeople assert brand recall and galvanise empathetic connection in a category where public detachment is the status quo. The campaign advanced beyond street-level disruption with a parallel video push across TV and YouTube, amplifying the simple, piercing message that even in an environment where the street’s indifference is palpable, Nochlezhka offers a tangible support system and a path out of invisibility. Opting for a clear, emotionally direct call—to overturn the narrative that nobody cares—Nochlezhka and Great resisted symbolic distancing or didactic dramatization, instead foregrounding real voices, real faces, and authentic urgency across every touchpoint. This integration of technology, talent, and social context directly challenges the prevailing public gaze toward homelessness, reframing marginalization as a collective responsibility through genuine, person-to-person encounters delivered via modern media. The idea not only asserts Nochlezhka’s market position as a frontline advocate for Russia’s most vulnerable but also sets a benchmark for how charities can contemporize appeal, deepen audience engagement, and leverage every available channel for cause-based storytelling in a landscape crowded with competing messages and desensitized audiences. Clapboard rates this 63/100. For public service brands navigating the intersection of empathy, awareness, and mass reach, Nochlezhka’s campaign matters because it redefines how creative formats and cultural capital can mobilize audiences beyond fleeting sympathy toward active recognition.

Credits

Client

Nochlezhka

Agency

Great

Creative Director

Andrey Danskov

Copywriter

Elena Grigorieva, Sergey Filipchenko

Art Director

Alexey Butakov

Chief Designer

Oleg Tveritin

Digital Group Head

Maria Keselman

Account Management

Nikita Voronin, Viktor Donyukov

Category Mind Map

48%

The campaign "The voices of the street" by Nochlezhka leverages a powerful social message that emphasizes the harsh reality faced by homeless individuals while simultaneously offering hope and support. The brand proposition centers on the idea that, despite the street’s ruthless indifference, those affected are not truly invisible or forgotten; with the charity’s assistance, it is possible to find a way out of homelessness. This underlines Nochlezhka's role as a critical support system for vulnerable populations, humanizing those often marginalized and fostering empathy. Strategically, the campaign utilizes an innovative blend of technology and celebrity influence to deepen engagement and broaden reach. By deploying augmented reality (AR) through posters on actual streets, well-known figures like Boris Grebenshchikov and Noize MC speak directly to passersby, creating an immersive and interactive experience that disrupts normal urban visuals and challenges societal indifference. This creative angle personalizes the issue, bridging the gap between public perception and the lived realities of homelessness. To further amplify the message, the campaign extends into video content for TV and online platforms, where the “voices of the street” communicate a straightforward call for empathy and action. This multi-channel approach combines emotional resonance with mass accessibility, targeting a broad public audience with a message that those overlooked by society deserve recognition and support. Overall, the campaign’s strategy hinges on transforming public invisibility into an audible and visible conversation, compelling viewers to reconsider their perceptions through authentic storytelling and modern technology.

FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES — Uses a recurring personality or celebrity for brand recall. This campaign relies on recognizable celebrities (Boris Grebenshchikov, Noize MC, Grechka, Kirill Ivanov) to deliver its message directly via AR posters and video. Rather than focusing on an exemplary story arc, problem-solution demo, or exaggerated symbolism, the heart of the creative device is celebrity endorsement—using well-known public figures to personify "the voices of the street" and garner attention. Their recurring presence across media leverages their influence for brand recall and empathetic connection in a challenging public service context. ADVERTISING FORMATS EXPLAINED: https://www.clapboard.com/blog/branding-and-advertising/brand-strategy/12-advertising-creative-formats

1. Salvation Army Russia – Positioned as a faith-based organization offering comprehensive social rehabilitation services, including shelters and addiction recovery, focusing on holistic support rooted in Christian values to revive the lives of homeless individuals. 2. Noch – Known for its grassroots, volunteer-driven approach, Noch emphasizes direct street outreach and community building, focusing on immediate aid and empowerment to help homeless people regain dignity and social integration. 3. St. Basil the Great Charitable Foundation – Differentiates itself through extensive educational programs and advocacy, aiming not only to provide shelter but also to change public perception and influence policy regarding homelessness and poverty. 4. Pokrov Foundation – Strategically positioned around fostering social inclusion through vocational training and psychological support, targeting long-term rehabilitation and self-sufficiency for marginalized populations. 5. Russian Red Cross – Utilizes a broad humanitarian mandate with a trusted brand legacy, integrating medical aid, emergency relief, and social services, including focused programs addressing homelessness as part of wider public health initiatives.

Q: What is The voices of the street about? A: The voices of the street is a 2020 integrated public service campaign created by the agency Great for the Russian charity Nochlezhka. The campaign centers on the harsh realities faced by homeless individuals, using a two-part approach: augmented reality posters featuring celebrities Boris Grebenshchikov, Noize MC, Grechka, and Kirill Ivanov speaking directly to passersby, and a video for TV and YouTube amplifying the message. The campaign’s core idea is to give a voice to those marginalized by society, highlighting the street’s indifference while positioning Nochlezhka as a source of hope and support. Q: What creative device does The voices of the street use? A: The voices of the street employs FORMAT#8 ONGOING CHARACTERS OR CELEBRITIES, as defined by Clapboard’s 12-format classification system. This approach leverages the recurring presence of well-known Russian celebrities across AR posters and video content, using their influence to personify the voices of the street and drive brand recall. Rather than relying on a narrative arc or symbolic device, the campaign’s creative strength lies in direct celebrity endorsement, creating an immediate and empathetic connection with the public in a challenging social context. Q: What is the campaign proposition for The voices of the street? A: The strategic proposition of The voices of the street positions Nochlezhka as an essential support system for homeless individuals, challenging the perception that those on the street are invisible or forgotten. By blending technology and celebrity influence, the campaign addresses the broader public with a message that, despite the street’s apparent indifference, help and a path out of homelessness are possible. This proposition is significant in the public service category, as it humanizes marginalized populations and fosters empathy, reinforcing Nochlezhka’s role as a catalyst for social change. Q: How does The voices of the street rank in Clapboard's archive? A: The voices of the street holds a Clapboard Campaign Score of 63/100 in Clapboard’s global ad archive. This score reflects the campaign’s creative ambition, the quality of its execution, and its cultural relevance within the public interest sector. Q: Who are the competitors in Nochlezhka's category? A: In the Russian public service landscape, Nochlezhka competes with several organizations addressing homelessness and social vulnerability. Salvation Army Russia is positioned as a faith-based provider of comprehensive rehabilitation rooted in Christian values, while Noch emphasizes grassroots, volunteer-driven street outreach and community building. St. Basil the Great Charitable Foundation differentiates itself through educational programs and policy advocacy, and Pokrov Foundation focuses on social inclusion via vocational and psychological support. The Russian Red Cross brings a broad humanitarian mandate, integrating medical aid and emergency relief with targeted homelessness initiatives.