| Title | OLYMPIC CHANGES |
| Brand | RUSSIAN OLYMPIC COMMITTEE/VISA |
| Product/Service | OLYMPIC VALUES: RESPECT, HEALTHY SENSE OF COMPETITION, JOYS OF AN ACTIVE LIFESTY |
| Category |
H02. BRANDED TECH (OFFLINE) |
|
Entrant Company
|
MOST CREATIVE CLUB Moscow, RUSSIA
|
|
Advertising Agency
|
MOST CREATIVE CLUB Moscow, RUSSIA
|
Credits
| Daniil Filin |
MOST Creative Club |
Executive Creative Director |
| Solomon Shlosman |
MOST Creative Club |
Project Manager |
| Eugeny Khrolenko |
MOST Creative Club |
Producer |
| Alexander Myasoedov |
MOST Creative Club |
Head Of Web Development |
| Mikhail Gerasimov |
MOST Creative Club |
Copywriter |
| Pavel Mishkin |
MOST Creative Club |
Copywriter |
Creative Execution
We chose a place which millions of Russians visit every day, and which is not usually associated with pleasant emotions - Moscow metro. And olympicized it a bit: set up a ticket machine which sold tickets not for 30 rubles, but for 30 squats. And anyone could use it.
Olympic Changes not only drew passengers’ attention but provided real experience for every participant. People interacted with the machine in habitual or even annoying subway environment; they did an easy exercise and realized that sports could always be a part of their life not only during the Olympics TV translation.
First, our campaign got enormous attention from almost all the Russian media, and then the news spread over the whole world. The story was covered not only in Russia, but was also featured in main international media: Forbes, WSJ, Time, BBC, CNN, and many others. More than 441k readers shared the news at Mashable. The video about the project got more than 3 mln views on Youtube. And more than 11,6k people used the machine during a month of its operation. They did 350 872 squats.
Our aim was to promote Olympic values: respect, healthy sense of competition, joys of an active lifestyle - as wide as possible. We wanted to show that these values are tangible and can be a part of everyday life. That is why we decided to give people an opportunity to interact with some object of the real world, thereby adding sport elements to their everyday activity.