The campaign was based around the idea of ‘Never Ask’. In a country as restrictive as Russia, asking for permission is a fool’s errand, so we encouraged the new generation of pioneering Russian footballers to never to ask in the first place.

We told a street footballer’s story on the streets themselves. Hundreds of pieces of street art were posted on Korobkas (the outdoor football cage where most Russian kids learn how to play football) across Moscow in a guerilla outdoor campaign that took over the city. We leveraged a variety of placements that integrated our campaign into the football experience, ranging from the floor of a korobka to a large format wall beside it, to posters surrounding the perimeter of the pitch. Each piece of artwork was also a single frame of animation that when stitched together became a highly viral film.