CrUAtivity – fighting adversity with creativity in Ukraine
The All-Ukrainian Advertising Coalition VRK presents CrUAtivity digest, a project that shows actual cases of Ukrainian creatives in the recent months of the war. The purpose of the project is to show that Ukrainian agencies could be creative partners for the international advertising community and continue to work even in difficult conditions and demonstrate what actual topics reflected by advertising creativity in Ukraine today.
The project is presented in two issues: September-October and November-December. Each issue provides a general overview of the cases in video format (WATCH section) and in text format (READ section), as well as each case is presented in detail in its category: Film, Design, Digital, Advertising campaigns or Social campaigns.
In case you want to contact a certain agency, you can do it directly through the contacts listed on its website, or contact VRK using the contacts listed in the Contact Us section.
CrUAtivity digest for November-December
The digest for November-December presents 26 cases of 25 agencies in 5 categories.
Ukrainians in the advertising industry despite the blackouts and horrors of war continue to create new communications, even unexpected ones, such as turning concrete blocks from former checkpoints in Kyiv into fairy-tale heroes or shooting a brand film about “heroes of the animal front” or creating a special font from bullet holes in residential buildings.
The main topics of advertising activities in November-December were:
- Support of Ukrainians in their struggle and daily feat
For example, the purpose of “Hardness is ours” photo project by Postmen for Darnitsa pharma company іs to show that all Ukrainians are hardened in their daily work in the conditions of war. “Give light” New Year campaign for the ALLO marketplace by TABASCO dedicated to all who shine for each other, regardless of blackouts and all circumstances. MOKO digital agency launched the first advent calendar “Calendarinka” in the application of digital bank with the purpose to give Ukrainians a little joy in the face of constant disturbing news. The campaign by Fedoriv agency and FAMILY Production for the Nova Poshta express delivery operator shows that “Tomorrow will be” both in a direct rational and figurative emotional sense.
- Support for Ukraine in the world and thanks for this from Ukrainians
So, Banda Agency created a global communication for an international brand Uber “Keep Ukraine moving”with the purpose to raise donations for UNITED24, President Zelenskyy’s main Ukrainian foundation. Saatchi & Saatchi Ukraine rewrote “Сarol for the Bells” for Shazam Donation Drive to support Ukrainian children affected by the war. Esse Production House studio created the video “Thank you, Poland!” for the Embassy of Ukraine on the Independence Day of Poland.
- Product launches with the war impact
A notable example was the launch of a new brand of premium Ukrainian vodka – NEPOBORNA (Irresistible). Naming, design and communication developed by Grape dedicated to resistance and victory. Taktika agency developed a new packaging design for a limited series of DIVO water bottles with neuroart about war on the label: Snake Island, the ghost of Kyiv and Ukrainian warbirds.
- Other significant social issues
So, Vandog Agency has created the new identity for UNHCR project “Break the Circle”, devoted to the counterpart of domestic violence. ANGRY agency conducted the campaign “Sensitivity defeats violence” as part of the “16 days of activism against gender-based violence” campaign, which is celebrated all over the world.
- Familiar advertising communications of brands
A good sign for the industry is that more and more space in the advertising pool is taken up by usual advertising communications. Thus, in the digest included the repositioning of the Slovianochka brand by Brain Tank and the creation the identity for the 51st Molodist Kyiv International Film Festival by Hexagon Agency and creation of the website for the semiconductor development company by Bambuk Studio and others projects