Winners & Shortlists

OLYMPIC CHANGES

TitleOLYMPIC CHANGES
BrandRUSSIAN OLYMPIC COMMITTEE/VISA
Product/ServiceOLYMPIC VALUES: RESPECT, HEALTHY SENSE OF COMPETITION, JOYS OF AN ACTIVE LIFESTY
Category D06. INTERACTIVE OUTDOOR EXPERIENCES
Entrant Company MOST CREATIVE CLUB Moscow, RUSSIA
Advertising Agency MOST CREATIVE CLUB Moscow, RUSSIA
Credits
Name Company Position
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

Execution

Our aim was to promote Olympic values: respect, healthy sense of competition, joys of an active lifestyle - as wide as possible. 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 at one of the stations a ticket machine which sold tickets not for 30 rubles, but for 30 squats. And anyone could use it. The campaign got a huge reaction all over the 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.