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Fans Against All Odds

The Russian football team Lokomotiv hasn’t won any championships since 2004. However, there are true fans who still support the team not because of their victories; these fans have never seen their club winning big because they were born after 2004. We asked them about "Loko" and heard the most sincere answers. It turned out that children understand the meaning of the Club’s slogan "Steel together" better than adults, and they love "Loko" not for something, but just like that. Just because it's their native club. Then we used their answers to motivate the team.


Marketing Director: Daria Spivak

Clients: FC Lokomotiv

Head of TV / Production: Tatiana Kozlova

Creative Agency

Creative Agency: Leo Burnett Moscow

Copywriter: Victoria Nazarova

Art Director: Dmitry Koshelev

Creative Group Head: Ilya Pryamilov

PR: (head) Irina Kartina; (manager) Ksenia Sharapova

Production Company

Production Company: Loko TV

Producer: Kirill Breido

Camera: Alexey Zharkov, Boris Dzoev

Category: Clubs, Sports and leisure

Genre: Documentary, PR, People, Stunts