Will To Fight

To raise support for Ukraine & Estonia's national defense in 2024, the Estonian Ministry of Defence joined streetwear brand Marat. Together, we designed a sweatshirt matching Zelenskyy’s wartime aesthetic with one powerful Estonian word on it (KAITSETAHE, Will to Fight). He surprisingly wore it to the Estonian parliament, creating a PR storm & uniting the nation. €500K in earned media. 70% of Estonians reached. €111K in donations. 100M global media impressions, helping lead to €100M in military aid for Ukraine. With one word, we reminded everyone that a homeland is always worth fighting for.