Entertainment Lions For Sport > Branded Content for Sport

RT KIDS

RT, Moscow / RT / 2019

CampaignCampaign(opens in a new tab)
Presentation Image
Film

Overview

Credits

Overview

Why is this work relevant for Entertainment Lions for Sport?

The work RT Kids shows our attempts to cover World Cup 2018.

Describe the creative idea

We decided to focus on expertise, human aspects and the World Cup atmosphere across Russia. Besides that we covered the footballing festivities in six languages and made the video that was aired the day after the final. It was an amazing, wonderful World Cup.

Describe the strategy

When the championship was almost over, we were desperate to do something really special with some out-of-the-box thinking. We needed an idea to commemorate the epic event! So we came up with a plan to reconstruct the final with youth teams. It was tough! There was no time for preparations. There was lots of stress. And no mercy! And trying to find Croatia kits for a team of youngsters in Moscow in a couple of hours proved a challenge, to say the least!

Describe the execution

Our challenge was to reconstruct the final with youth teams.

Describe the outcome

The feature video was aired the day after the final – and, we’re proud to say, went on to clock up an astounding 24 million views online! It was an amazing, wonderful World Cup. A great success for the French team and for RT!

More Entries from Promotional Content for Publishers & Networks in Entertainment Lions For Sport

24 items

Grand Prix Cannes Lions
NIKE DREAM CRAZY

Excellence in Partnerships with Sports Talent

NIKE DREAM CRAZY

NIKE, WIEDEN+KENNEDY

(opens in a new tab)

More Entries from RT

24 items

Shortlisted Cannes Lions
#1917LIVE: WHAT IF TWITTER EXISTED 100 YEARS AGO?

Use of Social Platforms

#1917LIVE: WHAT IF TWITTER EXISTED 100 YEARS AGO?

RT, RT

(opens in a new tab)