By Russian President
Campaign named a finalist in four categories and
awarded two medals at the prestigious advertising
The social initiative “This is the Way”, a joint project by
Azercell Telecom LLC and the Azerbaijan Judo Federation, received
high honors at the Kyiv International Advertising Festival (KIAF) —
one of the most prestigious industry events recognizing excellence
in advertising and creative communications.
The campaign was awarded two Silver Medals in the categories
“Collaboration and Partnership” and “Non-Profit and Charity
Projects”. Additionally, it was selected as a finalist in two more
categories: “Corporate Image and Reputation” and “Co-Branding
Initiatives”, earning praise from an international jury of experts
in advertising, marketing, and the creative industries.
The primary goal of the “This is the Way” project is to raise
awareness among youth about the dangers of harmful habits and to
promote healthy lifestyles through sports. As part of the
initiative, young people were offered free judo training at Judo
Federation schools and branches.
The campaign featured extensive educational outreach, with
awareness posters placed near schools and public areas across Baku
and various regions of Azerbaijan. These visual materials
highlighted the destructive consequences of drug use and encouraged
young people to make conscious, positive choices.
It is also worth noting that the song “Bir də gəlsəm”, written
by renowned rap artist Orkhan Zeynalli specifically for the
project, gained significant popularity. The music video, directed
by acclaimed Azerbaijani filmmaker Emil Guliyev, quickly amassed
millions of views on social media, generating widespread public
interest and support.
As a result of the campaign, nearly 900 young people chose to
participate in regular judo training — taking a meaningful step
toward an active and healthy lifestyle.
Founded in 2000, the Kyiv International Advertising Festival is
recognized as one of the leading international platforms that
brings together professionals from the fields of advertising,
public relations, media, and design.
The international recognition of “This is the Way” at KIAF
underscores the project’s significant social impact and the
effectiveness of its communication strategy on a global stage.