In every war, tales of courage emerge. For a besieged and outnumbered Ukraine, stories like AZOVSTAL resonate deeply. Stories that 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 product they can wear and experience. One that connects them to the reality of the situation, ensuring it stands 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 to immortalize their inspiring courage, and connect it to both public awareness and raising funds to support Ukraine.

THE LAST STEEL OF AZOVSTAL

The steel of Azovstal became a symbol not only of the nation but also of the people defending it. So, from Azovstal, we forged a symbol of our own 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. This 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 strategy was to craft a small symbol that swiftly conveys the story across the globe. 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, 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 allowed us to directly channel funds towards the President's initiative.

The bracelet was the centerpiece of the activaton. Once the final block of steel made in the Azovstal factory had been located, it was cut down into smaller fragments, and the Sova jewellery house designed the bracelet. The steel pieces were then cut, ground and finished with the Ukraine insignia and a simple black cord band was fitted. 30,000 unique pieces were created originally and released online through Ukrainian online retailer Rozetka, distributed through the National Postal service in Ukraine and abroad.

The first 30,000 bracelets sold-out in 3 days, so we went back to the block and made 70,000 more. In less than a week 100,000 bracelets were sold-out in 44 countries. The world media picked-up the inspiring story of the defenders with celebrities and public-figures wearing the bracelet and sharing their support. Above-all, The Last Steel of Azovstal symbolised to Ukrainians that their perseverance will prevail.

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.