PROJECT IDEA
«Land and Test» Media on the Peoples of Russia
Each month, the project features one of the peoples of Russia through stories about their culture, language, cuisine, and contemporary life. Each theme is complemented by a limited-edition loaf of bread inspired by local gastronomic traditions and a small ceramic object.
THE PROBLEM
Cultural diversity remains under-explored
We only know isolated facts about many peoples of Russia from school lessons, holidays, and tourist materials. Furthermore, their contemporary life, language, cuisine, and personal stories rarely become part of everyday media consumption.
There is a lack of formats that allow people to learn about different cultures easily, interestingly, and without the feeling of a textbook.
SOLUTION
One Month — One Culture — One History
Media publishes a series of features on a chosen people: it covers their language, traditions, cuisine, crafts, and contemporary life. These stories are supplemented with photographs, short videos, and materials created with the participation of community members. For each featured theme, a limited-edition collection of buns is developed, linked to the local cuisine. This collection is accompanied by a ceramic toy or miniature—for instance, an animal, a household object, or another motif related to the featured theme—as well as a card featuring a proverb or quotation.
FORMAT
media with its own physical product
The core format is a themed media project on social networks. It combines editorial publications, visual stories, and short videos about the peoples of Russia.
The project’s unique feature is monthly limited drops. These transform the release’s theme into a physical experience: through taste, form, ceramics, and words related to culture.
The content builds the audience and interest in the theme, while the collections become a recognizable extension of the media.
