NEW BALANCE
MAKE IT TO MOSCOW

Finding the heart of 
real Russian Football

Make It To Moscow was New Balance’s Russia World Cup content series.
We created an entertaining docu-series of content uncovering real football culture in four of Russia’s World Cup host cities.
With three prolific YouTubers, we went on a journey across St Petersburg, Yekaterinburg, Kazan and Moscow to meet young fans, play against local teams in inner-city korobkas and generally get up to a bit of mischief.
The idea was to show an on-the-ground view of football culture in Russia and show the reality of the game, not just the gloss of the tournament.
The month-long socially driven campaign appeared on New Balance Football social channels, the YouTubers’ channels as well as across Perform Group’s GOAL.com global media network.
The campaign reached over 9 million fans and received over 1.7 million video views with an average engagement rate of 5.58%.
The campaign also helped to drive impressive growth on NB Football’s Instagram channel boosting followers by 63.2K.
Art Direction / Graphic Design
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