Daria  Morozova
Copywriter at Leo Burnett Moscow
Moscow, Rússia
Tituloбраслеты
Agência
Campanha MOSCOW RIVER CUP
Anunciante ONE SGM
Marca ONE SGM
Data da primeira Transmissão/Publicação 2018 / 7
Sector Empresarial Cultura, ócio e desporto
Filosofia At the end of July our Russian football summer flows into the no less
significant sport event. The sport marketing team of the ONE SGM agency conjointly with the
Alexander Ostrovsky Academy will open the international women’s tennis championship, hosted
under the aegis of the WTA, “MOSCOW RIVER CUP presented by INGRAD”. The creative branding
agency Graphit, part of Leo Burnett Group Russia, created the concept for the tournament, title,
logo, slogan and all elements of the visual identity.
The title of the tournament is bound to its location. Courts of the National Tennis Centre of Juan
Antonio Samaranch are literally placed on the water, in close proximity to the Moscow river. “More
than a Game” slogan prepares us in advance for the real summer tennis celebration, which is many
things: sporting tournament, recreation in the nature, special master-classes from partners and
invited celebrities.
The signature colors of the championship are blue and pink-red. The shade of water is
complimented by the red color associative with hot summer, Moscow, vivid celebration, while pink
is women’s official color. Minimalistic logo also reflects the water theme as it depicts water circles
that were left behind by the ball, which touched it’s surface. The title in the logo is seen through
the drop.
The whole visual identity of the event represent two sides of the tournament: the intensity of
feelings, which any sport event has, and the freshness of summer vacation by the river. It is
reflected on tickets, billboards and badges, invitations and souvenir products. The invitations for
tennis players were presented to each personally and were made in the unique way, it is the glass
logo of the championship, in itself reminiscent of the prize, which has its place amongst the
trophies.
The “MOSCOW RIVED CUP supported by INGRAD” championship will be held from 22 nd to 29 th of
July on the territory of the National Tennis Centre of Juan Antonio Samaranch at the address: 45-
47 Leningradskoye Highway. The prize fund will be $750 000, and the presence has been confirmed
by such tennis celebrities as the first number of the Russian team Daria Kasatkina (14 th place in the
women tennis association WTA rating), the Russian tennis player Elena Vesnina (Rio Olympics
champion and the first player in the world in doubles), German Julia Görges, the Latvian tennis
player Anastasia Sevastova, French Alize Cornet and Russian Natalia Vikhlyantseva- here is the
short list of names from the major grid of the tournament singles. Along with the celebrities the
young and perspective players will participate, which will add additional emotional intensity.
Tipo de Mídia Interatividade
Comprimento
Managing Partner
Marketing Director
Project Manager
Development Manager
Strategic Development Director
Head Designer
Designer
Redator
Account Manager
Account Manager

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