VK National
Flag Day 2022
Flag Day 2022
Description
To draw attention to National Flag Day with an art activation
Year
2022
Client
VKontakte
Industry
Social media
Services
Experiential, Art, Lifestyle
Content
The Russian flag is a universal symbol, recognized by everybody. However, everyone puts a different meaning into it. To celebrate the unity and diversity of Russian citizens, and to improve the space of Russian cities, we have launched a street art activation and interactive quest, timed to celebrate Russian Flag Day.
Content
For the project, we gathered the best street artists from 16 cities, each of whom offered their own interpretation of the tricolor. Each artwork was complemented by a QR-code, by which users opened the quest from VK. Residents of each city actively participated in the quest: they searched for locations, took photos of graffities and uploaded them to the social network VK and competed for valuable prizes from the brand.
Content
As a result of the project we received 145 unique graffiti with a total area of more than 1,700 sq.m., as well as excellent UGC and user activity indicators.