In the night between the 16th and 17th of July, 1918, in the basement of a private home in Ekaterinburg, the Bolsheviks shoot Russia’s last tsar, Nicholas II, and his entire family. The murder of the Romanovs becomes the point of no return not only for Russia, but for the entire world. On the 100 year anniversary of the tragic event, Great Advertising Group together with the online newspaper ZNAK.com have created the street art project “The Point of No Return.” In Ekaterinburg next to the site of the killing of the royal family in the underground crossing we have created installation that puts the viewer at the tragic turning point of the Russian history. Two walls. Two posters. And one point in between them. The point right in the middle between the royal family and the firing squad. Point on the "line of fire," between the murdered and the murderers. On a media budget of 0, the project was seen by 40 million people. The article concerning the “Point of No Return” was liked, shared and commented on more than 50 000 times. The project inspired a mass discussion, which showed the attitude towards the murders of the Royal Family is still not decided, even a century later.
Creative Director:Dmitriy Makarov, Andrey Danskov
Art Director:Dmitriy Assinovskiy, Oleg Tveritin
Account:Yulia Pivneva, Ilya Litnitskiy