The National Sport of Kazakhstan

Creative idea

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 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.

Brand name: Ruh Fighting
Advertiser / client: Ruh Fighting
Product / service: Ruh Fighting
Campaign name: The National Sport of Kazakhstan
Agency network: GREY
Agency: GForce/Grey, Almaty
Web address: https://www.instagram.com/ruh.fighting/
Agency chief executive officer: Yuliya Tushina
Executive creative director: Yevgeniy Kostylev
Art director: Maxim Shilov
Designer: Aigerim Tursunova, Alexandr Filatov
Account director (agency): Anastassiya Ivanova
Additional company: Creative Group Head: Renata Muratova Creative Group Head: Rafael Imamniyazov Creative Group Head: Victor Yershov Case study editor: Evgeniy Gavrilchenko