In every war, tales of courage emerge. For besieged and outnumbered Ukraine, stories like AZOVSTAL resonate deeply. These stories symbolize more than the battle itself; they embody hope for eventual victory.

When a small group of soldiers and civilians bravely withstood an 80-day siege in the tunnels of the Azovstal Steelworks, becoming a legendary symbol of Ukrainian strength, we chose to immortalize their powerful story through a wearable product. This product connects wearers to the reality of the awful situation, grabbing headlines all over the world as a testament to resilience and defiance in the face of adversity.

On February 24th, 2022, Russia launched its full-scale invasion of Ukraine, thrusting the strategically vital city of Mariupol on the Sea of Azov into an intense siege. Ukrainian defenders, a mix of regular army troops, National Guard, and volunteer battalions, exhibited extraordinary bravery amid horrific conditions—indiscriminate shelling, resource shortages, and limited medical supplies. Seeking refuge within the Azovstal steel plant, a vast industrial complex, they valiantly resisted for 80 days, enduring relentless air and ground attacks until an order to cease fighting preserved lives.

While Azovstal ultimately succumbed to Russian control, the pride, resilience, and courage displayed by the Ukrainian defenders resonated profoundly both nationally and internationally. The steelwork’s capture, marked by Russian barbarity, served as a horrifying catalyst for the ongoing fightback. Historically resilient through two world wars, Azovstal closed for the first time ever after this 80-day bombardment. As a symbolic last stronghold and producer of the strongest metal - steel - it embodied the unyielding strength of the Ukrainian spirit.

Utilizing the final block of steel from the steelworks, a partnership between UNITED24 and METINVEST crafted unique bracelets, immortalizing the bravery of the defenders and civilians who made the last stand. These bracelets symbolize not only the resilience of those who faced overwhelming odds but also represent a continuing fight where Ukraine must prevail, echoing the indomitable spirit of a nation determined to overcome adversity, which still fights on today.

In March 2022, a group of brave Ukrainian soldiers faced a harrowing ordeal - the siege of Mariupol. For 80 days, they valiantly defended their ancestral land against a relentless Russian siege. Vastly outnumbered and outgunned, they courageously refused to surrender and held their ground until the very last man. Their actions have been forever etched into the annals of Ukrainian history, earning the deepest admiration from all over the world. For the Ukrainian people, the Azovstal steel plant has become a symbol of hope, inspiration, and courage.

For United 24, a fundraising initiative by Ukraine President Zelensky to unite the world around supporting Ukraine, we needed a campaign that would grab headlines to immortalize their inspiring courage, and connect it to both public awareness and raising funds to support Ukraine.

The steel of Azovstal became a symbol not only of the nation but also of the people defending it. So, from Azovstal, we forged our own symbol of courage. In a partnership between UNITED24 (President Zelenskyy’s government initiative) and METINVEST (the company behind the Azovstal Steelworks), we cut thousands of individual pieces and fashioned them into unique bracelets using the last block of steel shipped from the Azovstal steel plant. With headline-grabbing wearers including the Pope, this buzzworthy creation serves as a symbol of solidarity and the indomitable Ukrainian steel spirit, as well as a memorial to the courageous Azovstal defenders who sacrificed everything for a nation under siege.

Our approach was to craft a small symbol that swiftly conveys the powerful, heartstring-pulling story that global media could easily pick up on and write about. Something small, yet powerful that can travel far & wide. We aimed to create something that immortalizes the resilience of the soldiers, authentically connects our audiences worldwide to the battle, and serves as a perpetual reminder of the inspiring courage it took to defend Azovstal until the last moment, when it was captured.

Moreover, our approach needed to be easily translatable into financial support, as our client operated as a fundraising initiative. Raising awareness alone wouldn't suffice; hence, we transformed this strategy into creating a tangible product that we could physically sell. This approach enabled us to channel funds directly toward the President's initiative and gain PR through the coverage of notable individuals wearing the product and the record sales it generated.

The captivating story surrounding the bracelet was meticulously crafted for global media to pick up on and cover. After identifying the final block of steel from the Azovstal factory, it was expertly transformed into smaller fragments, designed into bracelets by the Sova jewelry house. The steel pieces underwent precise cutting, grinding, and finishing, adorned with the Ukraine insignia and secured with a simple black cord band. Initially releasing 30,000 unique pieces through Ukrainian online retailer Rozetka, distributed via the National Postal service in Ukraine and abroad, the bracelets sold out within three days. Prompted by overwhelming demand, an additional 70,000 were crafted from the same block, resulting in a total of 100,000 bracelets sold in less than a week across 44 countries. The global media extensively covered this inspiring story, with celebrities and public figures endorsing the bracelet, underscoring its significance in symbolizing Ukrainian perseverance and resilience.

30,000 bracelets sold in the first 3 days

100,000 bracelets sold out in 46 countries

Multiple global public figures sharing and representing the bracelet including The Pope.

Story picked-up across global media outlets with $114M earned media worldwide.

1.2B impressions.

$7.8M raised to help the Ukrainian cause.

United 24 is a fundraising initiative by Ukraine President Zelensky, created to unite the world around supporting Ukraine; to protect, save and rebuild. The activation is entirely born from that purpose, built from the heart of the Ukraine war to create both awareness and raise funds for Ukraine during the war.

What the bracelet also did was bring a piece of the war to individuals around the world, having them not only see, but touch and feel, making the war feel more personal.