Location: Saint Petersburg, Russia
Client: HC SKA
Intro: SKA was successful bringing the crowd to the stands of the Ice Palace in Saint Petersburg. Playoffs stage home matches meant sold outs. Nevertheless, the club felt it needed to increase “active” audience – both quantitatively and qualitatively, because a number of regular season matches still were not gathering the entire venue. OOH (in combination with digital) proved to be the best in reaching two goals – promoting matches and raising interest among the citizens.
Objective: To create five key images in some “fresh” technique that would attract attention of a wide audience.