Description

Yandex, the largest search engine, introduced Neuro Search, a new feature that integrates a generative AI model directly into search. Instead of a list of links, users now receive a single, comprehensive, and up-to-date answer from reliable sources.

Task: not just to announce the new feature, but to create a visual gesture that sparks curiosity on its own and becomes a visible part of both the urban landscape and the digital environment.

Idea: to remind people not to leave their questions unanswered - from the simplest to the most absurd. We selected 15 curious questions and placed them directly on the objects they referred to. In this way, the objects themselves became media carriers.

Result: the campaign reached over 3.5 million people, generated high engagement, and strengthened Yandex’s association with curiosity and accessible AI.

Project implementation period: September 1 – November 30, 2024

Credits

Creative: Sergey Travkin
Creative Producer: Ira Ochirova
Art Director: Alvina Zeynalova
Producer: Alexandra Balchugova
Photographer: Ivan Knyazev
Director/Operator: Andrey Milikov
Set Designer: Svetlana Zhukova
Props Artist: Alexander Tikhonov
Producer’s Assistant: Alexander Korovyakovsky
Head of the Film Crew: Alexander Tropin
Stylist: Masha Zabiyako
Stylist’s Assistant: Saveliy Zelensky
Head of Strategic Communications for Yandex Search and Advertising Technologies: Elena Novikova
Project Lead, Head of Digital Communications for Yandex Search and Technologies: Maria Sidorova
Head of Digital Communications for Yandex Search and Advertising Technologies: Dmitry Koryakov
Head of Brand at Yandex: Alexander Voronkov
AI Designer: Maxim Demkin
Head of Product Marketing: Daniil Kolesnikov
Marketing Manager: Ekaterina Skrypnik