newsjacking
From March 1 every shop sign in a foreign language had to be translated into Russian. Ten days before that we published a carousel: what the storefronts of Moscow and St. Petersburg restaurants would look like once the law kicked in.
get there first
Everyone was discussing the law, but in the abstract — nobody had shown what it would actually look like on the street. And publishing after March 1 meant standing in line behind a hundred identical posts.
feb 19we publish
mar 1law takes effect
10 dayshead start on the whole industry
about as simple as it gets
We took real venues in St. Petersburg and Moscow and let the models imagine how each name would be localised. Assembled in Figma and shipped the same day.
a few of the signs
drag
media picked it up on their own
We bought no distribution. The post spread on its own — first industry channels, then national media figures.
results
best organic reach in the account’s history
986 105views in the first week
5 672shares to friends — almost as many as likes
12 551engagement on the post
0 ₽spent on promotion
mediareposts and pickups by major media