A. Film
B. Press
C. Outdoor
D. Radio
E. Film Craft
F. Design
G. Interactive
H. Creative use of Media
I. PR projects
J. Marketing Services projects
K. Advertising Campaigns
BC-2-1. RACISM IS PIGOTRY
| Agency | GREAT Advertising Group |
| Creative head | Dmitriy Makarov |
| Author of idea | Dmitriy Makarov |
| Product | anti-racism at the stadium |
| Description | FC ZENIT (ST. PETERSBURG) ONE CITY ONE TEAM AND ONE COMMON PROBLEM – RACISM ON THE TERRACES SITUATION: ONE OF THE CLUB FANS PROVOKED AN INTERNATIONAL SCANDAL, PASSING A BANANA TO THE WORLD FOOTBALL STAR ROBERTO CARLOS. AS A RESULT TO THIS PRANK THE CLUB REPUTATION IS SUFFERING, MASSIVE MONEY PENALTIES THREATEN. THE TASK: TAKE IMMEDIATE ACTION AND PUT ACROSS THE MESSAGE THAT FOR ZENIT SUPPORTERS, RACISM IS SHAMEFUL IDEA: BEING A RACIST IS JUST AS BAD AS BEING A FAN OF SPARTAK MOSCOW – ZENIT’S FIERCEST RIVALS WHAT KIND OF ZENIT SUPPORTER WOULD WANT TO BE COMPARED TO ‘PIGS’? (A NICKNAME FOR SPARTAK FANS, WELL-KNOWN IN RUSSIA) SOLUTION: ELEVEN FOOTBALL SHIRTS WITH A SINGLE SLOGAN "RACISM IS PIGOTRY" RESULT: PEOPLE EXPOSED TO THE CAMPAIGN: THE 21,300 SPECTATORS AT THE STADIUM AND 5,400,000 FOOTBALL FANS WATCHING AT HOME THE CAMPAIGN CREATED A LARGE-SCALE MEDIA EFFECT AND MOST IMPORTANTLY: NATURALLY, 11 FOOTBALL SHIRTS CAN’T TOTALLY ERADICATE RACISM. HOWEVER, AFTER THE CAMPAIGN, AND FOR THE ENTIRE FIRST HALF OF THE SEASON, NOT A SINGLE INSTANCE OF RACISM CAME FROM ZENIT SUPPORTERS AT THE STADIUM. |
| Team members | Creative director Dmitriy Makarov Art director Yuriy Vorobiev Copywriter Andrey Danskov |
