Description

Every New Year, "Rodnaya Rech" strives to make corporate gifts meaningful. This project is a great opportunity to raise important topics and turn a New Year's gift into a tool for dialogue with employees, clients, and the entire media industry.
One of the main goals of the project is to create a culture where mistakes are seen not as failures but as a tool for professional growth. This approach helps reduce stress related to the fear of failure. It also increases employee and client engagement in corporate life through unconventional PR activities.
At New Year, we habitually strive to start life with a clean slate, making as few mistakes as possible. But we are convinced that mistakes are the path to growth. Therefore, in the New Year's campaign, we encouraged colleagues to get rid of the fear of mistakes. The title "Native Speech" helped to reveal this topic through mistakes in a school dictation.
As a gift, employees and clients received a t-shirt the color of school notebook with a copy “T-shirt for working on mistakes” and a QR-code leading to a website with a dictation. On the site, participants chose a “teacher”, wrote a dictation and could confidently make mistakes, because it increased the chance of winning a bottle of wine.
Thanks to UGC, the project was included in collections of the best New Year's gifts and went beyond the company. We have received many requests for an additional drop of t-shirts. More than 2,000 people wrote the dictation and positive responses, which showed that the theme is more relevant than ever.

Credits

Vasily Gubin – Creative Director
Veronika Ustyuzhanina – Senior Copywriter
Tatyana Starikova – Senior Art Director
Anastasia Tyukhanova – Interactive Projects Manager
Kamilla Zhuravleva – Director of Branded Content Creation, Development, and Activations
Dmitry Gurko – Head of Interactive Projects Group
Alexey Rogov – Senior Art Director
Anastasia Selezneva – Illustrator