Increase brand awareness among the TA. Establish the idea of friendship within the JM brand among the TA. Attract, entertain and inspire the TA.

Friends' day is celebrated all over the world but it's not very popular in Russia. JM decided to tell people all about this day and invited friends to leave the virtual world and meet up for a cup of coffee.

Venues were split into eight different zones for spending time with friends! A gift zone where people received branded gifts, a gaming zone for outdoor fun, a photo zone to help remember this day, a coffee show zone and a tasting zone to savor the day, a chill out zone for leisure time, an art zone where you could create something great together, and a concert zone where loads of Russian bands rocked the night away!