Russian Road Graffiti
Thursday, September 6th, 2012
Who knew that "guerilla marketing" techniques could actually be used to effect political change? In Yekaterinburg, Russia's fourth largest but rarely talked about city, the local publication URA.RU decided to do something about the deplorable roads and the local politician's misplaced priorities. It enlisted ad agency Voskhod and at night, they drew the faces of the governor, the mayor and the vice-mayor on three egregious potholes in city center with quotes from the pols on their promises. City workers simply painted over the graffiti hole, but URA responded with its own painted critique. The news about the Banksy-like commentary of the Make the Politicians Work campaign traveled around the world to hundreds of media outlets. The PR-conscious local politicians shamed into action began a new campaign to take on potholes.