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

When a small group of soldiers and civilians valiantly 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. In exchange for a donation to UNITED24, Ukraine President Zelensky's fundraising initiative, this product, standing as a testament to resilience, allowed donors we targeted to connect with the reality of the grave situation.

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 lives 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 United24, a fundraising initiative led by Ukraine President Zelensky, aimed at uniting the world in support of Ukraine, we required a campaign that not only immortalized the inspiring courage of the soldiers and civilians during the siege but also strategically connected this narrative to both public awareness and the crucial task of raising funds from donors to support the initiative.

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. These bracelets, offered in exchange for contributions from targeted donors towards the UNITED24 initiative, serve 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 strategy was to craft a small symbol that swiftly conveys the story across the globe and would resonate with potential donors. We aimed to create something that immortalizes the resilience of the soldiers, authentically connects our targets 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 from donors, 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 in exchange for donations. This approach allowed us to directly channel funds towards the President's initiative to support the effort.

The donation mechanism centered around the bracelet, serving as the focal point of the campaign's execution. After locating the final block of steel from the Azovstal factory, it underwent cutting into smaller fragments, and the Sova jewellery house designed the bracelet. The steel pieces were meticulously cut, ground, and finished, featuring the Ukraine insignia and a simple black cord band. Initially, 30,000 unique pieces were created and launched online through the Ukrainian retailer Rozetka, distributed via the National Postal service in Ukraine and abroad.

30,000 bracelets sold out within three days, prompting us to produce an additional 70,000. One week later 100,000 bracelets were sold out across 44 countries. Global media picked up the inspiring story of the defenders, showcasing celebrities wearing it and expressing their support. The Last Steel of Azovstal symbolized to Ukrainians that their perseverance would prevail, with the donations significantly contributing to the ongoing effort.

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.