The army to save the hipsters

I know the title of this post might sound funny, but this is actually a very serious problem in Russia, where a lot of people have to fight to enjoy a safe outdoor life. In order to get the attention of the public opinion on the problem of street fights in public entertainment spaces in Ekaterinburg, local magazine It’s My City took over the media spaces on the streets where the army was rehearsing the Victory Day Parade.

The banners along the parade itinerary got a lot of media attention, and the campaign successfully managed to push the City to increase safety on the streets, with the percentage of fights dropping by 75%.

Way to be creative and effective in finding new and alternative media spaces!

The agency is Red Pepper, Ekaterinburg, Russia.