A. FILM
B. PRINT
C. OUTDOOR
D. RADIO
E. FILM CRAFT
F. DESIGN
G. DIGITAL & MOBILE
H. CREATIVE USE OF MEDIA
I. PR
J. MARKETING SERVICES
K. ADVERTISING CAMPAIGNS

I-05-06. Olympic Changes

AgencyMOST Creative Club
Creative headDaniil Filin
Author of ideaDaniil Filin
ProductOlympic values: respect, healthy sense of competition, joys of an active lifestyle
DescriptionOur 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 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.
AdvertiserRussian Olympic Committee/Visa
Team membersProject Manager – Solomon Shlosman
Producer – Eugeny Khrolenko
Head of Web Development – Alexander Myasoedov
Copywriters – Mikhail Gerasimov, Pavel Mishkin
Event Production – Anastasia Drelinskaya, Galiya Sharyukova