PROMOTIONAL CAMPAIGN ⚠️ THE REALEST NATIONAL TEAM ⚠️
When Lithuania received the right to host the 2023 IIHF ICE HOCKEY U20 WORLD CHAMPIONSHIP in Kaunas, a promotional campaign for the Lithuanian U-20 National Ice Hockey team was needed.
Since we already had experience of working with this type of project a few years prior – when we got approached to help out with communication and organisation of the event – we didn’t hesitate.
U-20 TONE OF VOICE
When if not now mistakes means progress? When, if not now, courage is based not on experience, but on the desire to try and see what happens? When, if not now, authenticity, naivety and boldness are praised insead of being considered a weakness or an obstacle to fit in (to the team)? When you're older you don't take risks so blindly, you think about your moves and weigh the risks.
Youth don’t look at life too seriously, they are not afraid to make mistakes because they're impulsively brave and real. That’s why in 2020 we positioned the Lithuanian U-20 Ice Hockey team as the bravest (drąsiausi) and now, in 2022, we proudly presented them as they truly are – the realest (tikrų tikriausi).
CREATIVE DIRECTION
One of the campaign goals was to promote the event to youthful audiences in general, rather than just die-hard sports enthusiasts.
To achieve that, we decided to highlight carefree enjoyment rather than perfectionism of the game. By showing behind the scenes and basing our visual expression on the phenomenon of 2022 – BeReal. One of the most popular apps of the year encourages users to be their actual, genuine selves, which perfectly matches the idea behind our campaign.
SOME INSIGHTS
We created and shared 20 Posts, 95 Stories and 18 Reels before and during the event on one of the main SoMe channel (@hockeylietuva) from the start of the campaign.
Accounts reached: +641% Accounts engaged: +231% Total followers: +22%
CREDITS
CLIENT: HOCKEY LIETUVA PROJECT MANAGER: KĘSTUTIS LINGYS
PHOTOGRAPHY: KIPRAS ŠTREIMIKIS COPYWRITER: KOTRYNA LINGIENĖ
PLAYERS: MYKOLAS KUBILIUS, PAULIUS GRYBAUSKAS, DOMAS JANUŠONIS
ART DIRECTION & DESIGN: ANDRIUS VAŠKEVIČIUS
ŽALGIRIS ARENA PHOTOS: ERIKAS OVČARENKO
SPECIAL THANKS TO:
⚠️ NFSJRFJNFH, JOVILPYRAG, REALSABLINSKAS ⚠️
