The campaign goal – to restore the reputation of FC Zenit after a loud racist scandal. All Saint-Petersburg residents are very proud of the uniqueness of their city – the cultural capital of Russia. And the main symbolic figure of the city and of all Russian culture is the great poet Alexander Pushkin. He is an undoubted moral authority for the whole nation. Meanwhile, Pushkin himself was dark-skinned – he is an expatriate Ethipopian’s great grandson.Idea – to make great dark-skinned Russian poet Alexander Pushkin the main celebrity of the anti-racist campaign.

For participation in this project we invited main Russian rapper, Noize MC, and one of the most famous Russian artists, Nicolay Kopeykin. As a result, Pushkin became a Zenit’s fan and sang an anti-racist song in animated video, called 'Pushkin’s rap'.We organised a TV premier and press-conference and also placed a video on YouTube and social networks. The project provoked huge interest in media – tens of publications on all main Russian news and sport websites, several TV and radio reports and interviews. The song hit the rotation of numerous radio stations, became a concert hit and was included in Noize MC’s new album.The main result: there were no racist tricks by Zenit fans at the stadium after the campaign.

For participation in this project we invited main Russian rapper, Noize MC, and one of the most famous Russian artists, Nicolay Kopeykin. As a result, Pushkin became a Zenit’s fan and sang an anti-racist song in animated video called 'Pushkin’s rap'.We organised a TV premier and press-conference and also placed a video on YouTube and social networks. The project provoked huge interest in media – tens of publications on all main Russian news and sport websites, several TV and radio reports and interviews. The song hit the rotation of numerous radio stations, became a concert hit and was included in Noize MC’s new album.

More than 500,000 views on YouTubeMore than 3,000 reposts in social networksMore than 200 radio broadcastsMore than 50 concert performancesMore than 100,000 album copies sold and downloaded from the internet (in the first 2 months)And the main result: there were no racist tricks by Zenit fans at the stadium after the campaign.