Ice of special purpose

The Moscow Grand Prix Ice Karting took place at VDNH: 16 teams, 64 drivers, and a major race on ice in the heart of Moscow. We needed to tell a wide audience about the event and convey its scale, speed and adrenaline.

Problem

We couldn’t simply tell people about the race — we had to make them want to experience it for themselves. The advertising contact had to do more than explain the spectacle from the outside: it had to create a sense of scale, speed, sliding and anticipation.

Solution

We turned the advertising itself into a spectacle. We brought together two contrasting worlds — an AURUS and four karts — and transformed them into one unexpected visual: an “Ice Motorcade”, filmed with the scale and cinematic language of an epic.

Results

The campaign turned anticipation created by the advertising into a real experience — from the first communication touchpoint to participation in the event. After the race, the story continued to live in the media, extending the campaign’s reach. 8.98M reach · 114.95M OTS · 1.031M livestream views · 123 media mentions.