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Matyroshkas help Russians to buckle up

Matyroshkas help Russians to buckle up

Road Safety Russia: Matyroshkas help Russians to buckle up

Using tradition for a cause that also should be a tradition: using safety belts. That’s the idea behind this national campaign from Road Safety Russia.
The campaign objective was to explain the entire population of Russia that wearing a seat belt is essential to protect.
To make Russian road safety a national cause agency Zavod integrated deep-rooted traditions and used Russia´s most popular icon, the Matryoshka, as the main symbol of campaign.

Part of the campaign was also this TVC produced in traditional Palekh style:

The campaign was launched nationally with a parade of 81 hand-painted, over-sized Matryoshkas dolls, each one reflecting a unique region of Russia.

The campaign included an interactive exhibition where participants could experience the impact of being in a car accident with and without a seatbelt. Billboards, live radio programs, a website and an original comic book gave on-going life to the campaign. In addition safety workshops for kids were held across Russia to educate future drivers. Celebrities got behind the initiative by singing, composing or simply talking about the campaign.

Case study:


Even comic books are used in the campaign. This is made by artist Andrew Bilzho:

Road Safety Russia: Matyroshkas help Russians to buckle up


Hat tip to Adrienne for all the info!

Road Safety Russia
Zavod Consulting, Moscow, Russia
Additional credits:
Creative Director: Svetlana Smirnova
Art Director: Mikhail Razgulyaev
Copywriter: Yakov Krivitsky Designer: Julia Fadeeva
Additional credits:
Owner & General Director- Natalia Agre
Strategic Planning Director – Vadim Melnikov
Strategic Manager – Revskiy Alexander
Client Service Director – Alexandra Sidorenko
Account Manager – Maria Novikova
PR Director – Anastasia Bakhmutova
PR Manager – Ekaterina Kuznetsova

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