Description

Kazakhstan has been engulfed by a wave of domestic violence. Most men in Kazakhstan ignore this problem and prefer don’t speak about it. But the thing they really care and love to talk about is ultimate fighting sports! We created an innovative approach to reach directly male audience only to talk on the topic among those who are interested in ultimate fighting sports.

We moved domestic violence from the kitchen to the professional MMA-Ring, announcing a provocative first ever in Kazakhstan Men vs Women fight. Transforming domestic violence from a silent tragedy into a loud public dialogue.

Credits

Client: Ruh Fighting
Founder: Ramazan Ramberdiyev

Advertising Agency: GForce, Almaty, Kazakhstan
General Manager: Yuliya Tushina
Executive Creative Director: Yevgeniy Kostylev
Creative Group Head: Renata Muratova
Creative Group Head: Rafael Imamniyazov
Creative Group Head: Victor Yershov
Art-director: Maxim Shilov
Designer: Aigerim Tursunova
Motion Designer: Alexandr Filatov
Case editor: Evgeniy Gavrilchenko
Account Director: Anastassiya Ivanova