Federal Competition “At the Top” as Part of Lesaffre’s 25th Anniversary in Russia

Onward to new heights.

The launch of Lesaffre’s 25th anniversary in Russia had to be truly inspiring. The concept “At the Top” was more than a metaphor for growing alongside brand partners — it was realized literally: each stage of the project led participants higher — in knowledge, emotion, experience, and ultimately, into the mountains of France. Through game mechanics, online challenges, travel, and personal achievement, we spoke to the audience in a language that engages, excites, and resonates.

The project became a nearly six-month-long journey, with hundreds of partners from across the country moving forward with the brand — through game challenges, personal discoveries, and trials requiring not just knowledge, but character. They played, learned, created, competed — and, of course, won.

A game like no other.

We built a full-fledged online ecosystem: a climbing-themed gaming platform, a series of creative contests, a browser game, and dozens of engaging activities. From the very beginning, it was clear — this would be more than just a gaming contest. It would be a journey worth joining.

Over three months, participants competed in challenges that showcased their creativity, expertise, and passion for their craft. We developed over 20 diverse activities organically tied to the theme of climbing — from intellectual battles to creative challenges. Dynamic, gamified videos played a vital role in the experience. People lived the project. They played. They competed. They came back again and again.

All set — let’s go.

The result of the online stage: 25 winners from across the country. The next stage came with no less ambitious a goal: organizing an unforgettable trip to France for the winners.

Every step — under our attentive supervision. We brought together people from across Russia to give them more than just a prize — an experience they’d remember for a lifetime.

At extreme altitude.

The day of the ascent marked the peak moment. Mont Blanc. Altitude: 3,842 meters.

You can’t truly prepare for such altitude. You can only live it. And when the Lesaffre team stood on the glacier at the foot of Mont Blanc, it was more than just a climb. It was the climax of a story we had written together.

The weather showed no mercy. The sky closed in. Gusts of wind knocked people off their feet. Visibility — like through a fogged-up window. This wasn’t a postcard hero shot with sunshine and snow-white peaks. It was a true challenge. Fear. Doubt. Silence on the radios. But also complete trust — in the guide, the team, and oneself.

The “point of no return”.

It was at that moment that the true meaning of the entire project became clear. Because “at the top” isn’t just about success. It’s about moving into the difficult. Where every step demands effort. Where only those who go all the way with you remain

When the Lesaffre flag waved atop the summit, it wasn’t just the end. It was a manifesto. We know how to venture into the difficult. We climb upward together — step by step, shoulder to shoulder. And we know: once you’ve made it here, there’s no way down.

Burgundy, Normandy, Champagne or Provence.

After adrenaline comes enjoyment. The French part of the program continued in the Bordeaux region: vineyards, wineries, fine tastings — the true gastronomic climax of the celebration.

It was the final chord of a grand story woven from brand energy, partner trust, and our team’s professionalism. We didn’t just finish the project — we left a mark. In participants’ hearts, in the brand’s history, and of course, in our iMARUSSIA! agency portfolio