2L Agency became the winner of the PROBA AWARDS 2025

St. Petersburg, October 2025 – The 2L Communication Agency was highly appreciated for its professionalism and efficiency, becoming the winner of the prestigious PROBA AWARDS 2025.

The prize in the Digital & Social Media nomination was won by the Burger King brand campaign, based on the idea of creating a branded metaverse on the popular Roblox gaming platform. The agency’s team was able to involve millions of young gamers in gaming activities organized around a virtual restaurant, and most importantly, bring them to restaurants in the real world for shopping. The result exceeded expectations: shortly after the launch of the promotion, there was a shortage of promotional children’s combos in the chain’s restaurants, and all additional supplies were also sold out.

As for the status of the award, the PROBA AWARDS are held annually, and were established back in 2000 by the Northwestern Branch of the Russian Association for Public Relations in order to reward the best projects in the communications industry. The significance of the award is recognized by the professional community, as well as by the regulations of the Runet Rating and the National Rating of Communication Companies (it is taken into account when calculating rating points). An important feature is that the award is given to only one project in each nomination.

Olga Kharitonova, General Director of the 2L communications Agency:

«The recognition of the Proba jury is a great honor for us. It was expected to enter the shortlist – the Burger King project is objectively cool in terms of mechanics and results, it had already won 3 prizes by that time (silver in LOUD and two 2nd places in different WDA nominations).

But there are no 2nd or 3rd places in the PROBA AWARDS, and Avito, T-Bank, Megafon and worthy representatives of the agency market were among the other contenders in our nomination. It is incredibly gratifying to learn that our project turned out to be the best among such powerful competitors».

At 2L, we are very fond of creative, comprehensive PR special projects, when we develop a strategy to achieve a goal, combining PR and marketing tools, media and influencers, digital and offline, classics and the latest trends. So, if you have a desire to do something powerful, bright, and effective, write to 2L, and maybe next time we will take awards from leading professional awards along with your brand.