The Follow Your Heart’s Desire promotional event became a bold starting point of a large-scale communication campaign for the project across the entire country. On August 8, the third anniversary of the Russian-Georgian conflict, 387 burning candles in red lotus flowers were put in the water of the Patriarchy Pond in Moscow to commemorate soldiers and civilians that died in August 2008 in South Ossetia. Later on, more than half a year preceding the All-Russian premiere, iMARS initiated a number of bold special projects covering various audience groups and opinion leaders. These included the opening of a unique multimedia exhibition of works of Ossetian artists at the ARMA factory, as well as a joint sports and lifestyle project with SNEZHKOM and NRG radio.