Title | OLYMPIC CHANGES |
Brand | RUSSIAN OLYMPIC COMMITTEE/VISA |
Product/Service | OLYMPIC 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
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.