Nationwide public and fan engagement campaign «Russia Loves Football!» created in association with Russian Football Union and Ministry of Sport of the Russian Federation. The main goal of the campaign is to promote football and to attract new fans from different social and age groups.
Russia Loves Football Drive campaign bus travelled throughout France, accompanying the national team and its dedicated supporters in the cities where the team played. We devised the entire campaign as part of a powerful media strategy to boost awareness of the Russia Loves Football! campaign.
Eventica, responsible for the concept, branding, marketing strategy and the programme of activations for the nationwide public movement ‘Russia Loves Football!’, acted as the operator of the festival. The family-friendly RLF Fest was dedicated to both the past and the future of Russian football and created a festive atmosphere in the Russian capital less than a year before the world’s greatest football tournament takes place for the first time on Russian soil.