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-01-08. Donbass arena
| Agency | SpecialOne |
| Creative head | Sergey Kozhara |
| Author of idea | Sergey Kozhara |
| Product | FC Shakhtar |
| Description | Donbass Arena is one of the best stadiums in Europe and it shines like a diamond for the whole Donbass region. More than half of population is occupied in the mining industry, proud of what they do for their country. And whereas their job supplies the whole country with energy, their beloved football team (SHAKHTAR) boasts multiple national championship titles and UEFA Cup trophy. Football is the passion of the whole region. Objective: In the process of working on the creative idea it was decided to unite outstanding identity of the local regional population and their passion to football and love to its local team. Unite football and coal. Solution: We decided to transfer love, emotions and passion of the whole region, boiling at the home matches. Players became the peak, manifestation of all emotions. This was visually reflected in the design of the 16 giant banners at the stadium. Coal is the basis of the visualization, referring to the kit design of the team, it takes two forms: calm (normal) coal and red-hot coal which brings us into comparing everyday casual life and matchday experience, when the whole region gets to support its team passionately, making the atmosphere of the Donbass Arena red-hot. The final touch is the 80-meter panoramic billboard with the moment of scoring a goal, portraying many years of SHAKHTAR dominance over their main rivals – FC Dinamo Kiev. Result: Supporters of the club will feel the dominance of their club over their competitors on all fronts - in sports and life. Increasing fan loyalty. Huge PR impact. FC SHAKHTAR brand strategy in action. |
| Team members | Sergey Kozhara Arseny Myshtsyn |
