| Brief | During the period of isolation and restrictions, we decided that is the most important to help the St. Petersburg guys and their favorite football team stay together, and we dedicated a new series of cans to Zenit and its fans. Our creative idea is "Beer can shout for team: root for Zenit at home like you would do at the stadium, together with "Stepan Razin". It was clearly reflected in the mechanics — the fans, who could not support the team in the stands because of the pandemic, collected new versions of chants from our cans, photographed them, and posted them with a hashtag on social networks. Submitted chants, written in the brand typeface, appeared on the huge LED panel between the first and second tiers of the Zenit Stadium during matches. This, firstly, provided the team with the necessary support on the way to the championship, and secondly, allowed the brand to bypass the restrictions of the dark market and get into the TV broadcasts of matches.We created a mechanic for broadcasting the support from home to an empty stadium, which found a great response among the fans. |
