COLD-BLOODED

IDENTITY CHANGE

Task

Develop the idea of communication, slogan
and visual image for the ice hockey club CSKA.

Решение

HOCKEY

AUDIENCE

For the fans, hockey is, first of all, emotions, a unique combination of rage and sympathy, aggression and inspiration, fear and euphoria!

Really interested
Actively following
Not interested
The statistics
that may come useful
INSIGHT INSIGHT INSIGHT INSIGHT INSIGHT INSIGHT

The research brought us an insight: «Why bothering to see the game live? I can watch it on TV when convenient if I feel like».

SLOGAN IDEA

This slogan, as no other, demonstrates the idea of the changes that take place during the game. The stands come alive, filling the space with millions of sounds. The game takes people into another dimension that has no place for boring routines.

KEY-VISUAL

There is a hidden power in every single one.
In the audience, athletes, coaching staff…

As soon as the stands light up, first spectators take their places, the athletes come on the ice – a huge amount of energy breaks free. The energy that reshapes everything around.

STILL WATERS

You can find it in everyone: in a fragile teacher, kind-hearted baker, strict lawyer, progressive designer.

We were using the kind of communication that would appeal to the potential TA: a visual example.

We helped people to explore their new potential, new dimensions of personality.

#коммуникация

VISUAL

PLATFORMS

A human is constantly changing.

Just yesterday you believed olives were only a quirk of certain aesthetes, but today you are happily cutting them for your salad and adding them to your meals. Grown up to get this taste.

RESULT

Команда

FABULA
Eugeny Pyryev
Strategist
|
Dmitry Kuznetsov
Art Director
|
Inna Samylova
Creative Director
|
Anastasia Ryaskova
Project Manager
|
Artem Utkin
СG GENERALIST
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