Los Angeles-based Adore, founded by Britain's Rupert Wainwright, was awarded Grand Prix for the most effective marketing and Brand communication in 2011 in the Russian market at the Effie 2011 Brand of the Year Prize.

The Effie Awards were founded in 1968 by the American Marketing Association, New York Chapter, as an awards programme to recognise the most effective advertising efforts in the United States each year and have now expanded worldwide.

Adore, who worked closely President of Tatarstan Rustam Minnikhanov, the Tatarstan Government and Kazan City Hall on the project, has been involved in several projects for the Russian city, the eighth most populous in Russia. 

Adore's promotional film for Kazan's campaign to host the 2015 FINA World Championships was widely praised as being instrumental in helping them win their bid in Shanghai last July.

In 2009 Kazan was chosen as the "Sports capital of Russia" and its reputation is set to grow internationally over the next few years.

"The national award of Brand of the Year, which has been bestowed upon Kazan, is a clear confirmation that we are moving in the right direction," said Ilgiz Fakhriyev, Chairman of the Physical Education Committee at Kazan City Hall.

"The sporting community has long known of our teams: AK Bars, Rubin, UNIX, the Zenit volleyball team and others.

"Today Kazan is on the home straight in its preparations for the 2013 World Summer University Games.

"We have the FINA World Championships and the FIFA World Cup to look forward to as well.

"The national recognition and the award of Brand of the Year will serve as an additional incentive to achieve yet more sporting victories.

"Thank you to everyone who has given the investment we have made into the development of sport the praise it deserves.

"A special thank you goes to Media Arts Group and Adore Creative for their help in creating and promoting the Kazan - Sports Capital of Russia brand."

As well as their work for Kazan, Adore has created the winning campaigns for the Sochi Winter Olympics 2014 and the FIFA World Cup 2018, and innovative campaigns for Skolkovo Innovation Center, Rosneft, the EXPO 2020 campaign, and Russia's 2012 Hosting of APEC.


Wainwright (pictured) has just finished working on Baku's unsuccessful bid for the 2020 Olympics and Paralympics, during which he created the critically-acclaimed "Amazing Azerbaijan" campaign.

It is the second Effie won by 50-year-old Wainwright, who directed the film The Fog and has also worked on music videos with with Michael Jackson and MC Hammer.

In 1992 he won one for directing the winning United States campaign for Reebok Blacktop.

"To have been fortunate enough to work alongside my dear friends in Kazan since 2008 is an enormous privilege and I can't wait to see the city and the people go from strength to strength," said Wainwright.

"Kazan is truly one of the most unique, compelling and wonderful cities in all the world."

To see Adore's film on Kazan click here. 

Contact the writer of this story at [email protected]


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