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It’s Powerful

We’re presenting a manifest by G-Drive that was launched specifically for the 2019 Hockey World Cup. This video was the final element of a two-year campaign that spanned the creation of the language of the brand and its emotional image.


To develop a big scalable idea creatively and to make it span two years – 2018 and 2019. We also needed to preserve continuity of communication and to use existing brand capital.


Emotional choice cannot be made without an emotional image of the brand that consumers can relate to. That’s why we developed an emotional brand that included such elements as mythology, tone, emotional territories (racing, hockey, football, masculine lifestyle, male values), imagery and direct communication with the consumer.


Possible Group
  • Creative Director Vladimir Garev
  • Strategic Director Anna Topkova
  • Strategist Daniil Petrukhin
  • Client Service Director Vadim Stolberg
  • Account Director Agunda Baeva
  • Head of Video Production Olga Rostotskaya
  • Producer Daria Gusarova
  • Creative Olga Makarenko
  • Creative Director Maxim Kuzmin
  • Creative Group Head Alexey Duryagin
  • Copywriter Sergey Povarnitsin
  • Account Manager Elena Shtets
  • General Producer Asya Kotelnikova
  • Producers Julia Bogdanovich, Dmitri Jukov, Nonna Aristarkhova
  • Director Eugeny Nikitin
  • DOP Denis Firstov
  • 1st AD Tatiana Podveykina
  • Production Designer Eugeny Raden
  • Costume Alexandra Agapova
  • MUA Daria Fursenko
  • Casting Director Pavel Cherenkov
  • Editing Director Dmitri Lukanin
  • Music & SFX Monoleak
  • Sound Design Alexander Turkunov
  • CG Sergey Podzolkov
  • Colorcorrection Artem Leonov