The Dobry Birdfeeder campaign took an old childhood tradition and recreated it for people today. Thanks to us, the same act of kindness that Russians have been doing for hundreds of winters – feeding the birds – was made easier than ever.

Thanks to us, you could feed the birds at the click of a mouse.

We installed a person-sized Dobry bird feeder in the centre of Moscow, and asked people to help.

Our electronically-controlled bird feeder operated on a system that would release a dose of seeds after 25 different people had clicked a “Feed The Birds” button on our special website.

Webcams on the feeder streamed live video, so people could follow their everyday kind deed and watch the happy birds snatching the seeds.

We promoted our simple idea through entertainment bloggers, on social media sites and other internet communities.

And we trusted that people would be kind enough to tell their friends about it.

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