Grand prix EFFIE Awards 2018

Agency Name: BBDO Ukraine

Client Company Name: PepsiCo

Contributing Companies:

COXO

Optimum Media Ukraine

Zhanna Strelnikova, Marketing Manager, PepsiCo

Anze Jereb, Executive Creative Director, BBDO UKRAINE

Denys Keleberdenko, Creative Director, BBDO UKRAINE

Elena Kolesnikova Head of Strategy Department, BBDO UKRAINE

Rostyslav Vyshnevyi, Art-Director, BBDO UKRAINE

Masha Teterin, Head of Branding, BBDO UKRAINE

Dima Kishka, Copywriter, BBDO UKRAINE

Irina Danilevskaya, Client service director, BBDO UKRAINE

Halyna Sokulska, Senior Account manager, BBDO UKRAINE

Olga Savkova, Junior Account manager, BBDO UKRAINE

Ellina Kriachok, Junior Account manager, BBDO UKRAINE

Alexsandra Guliai, Producer, BBDO UKRAINE

Entry name: Non-alcoholic drinks

A Confrontation of Worlds

Pepsi stopped chasing traditional family values and declared that they were the choice of a new generation.

As of August 2015, the situation was as follows: Coca-Cola (49.7%) vs. Pepsi (42.8%). Pepsi took that as a challenge. They wanted to become the first market in the region where Pepsi Cola overtook Coca Cola.

We are well aware that, in Ukraine, the traditionalists are in the majority. So we had to change their behavior, forcing them to make a choice in favor of Pepsi in everyday life, during the season and on holidays.

We needed to take the cola market and shake it. That way, bubbles would pour out of the nose of our competitors when they looked at the reports. We had to catch up and overtake a competitor, which meant to grow at least by 10% (average values).

Pepsi decided to inspire people to live how they want, without regard for what's acceptable and while ignoring haters and traditions. We constantly reminded how important each moment of life was: if you live it, you'll be satisfied, and won't worry about what others think of you.

Pepsi aimed to grow at least 10% (average values); it grew by 13.3%! According to the results of 2018: Pepsi - 48.7%, Cola Cola - 46.7% (Volumes YTD'18, January-September). The highest result was in August 2018, Pepsi's share grew by 17.5%: Pepsi - 50.3%, Coca Cola - 44.9%.

Thus, Pepsi became a market leader in Ukraine and the very first market in the EER region, in which Pepsi was able to beat Coca Cola.

Food
Finalist

Turning Millennium into a star

Being in a situation when we became the most expensive chocolate in the segment that was the main driver of growth and market share for us. Brand needed a solution that would allow not only to hold down the market share, but also to grow in the crucial for us category of chocolate bars

We stopped talking about the price and created the effective campaign that could solve emotional problem of consumers.

Each media channel played its part of the task by influencing on audience — to draw attention, to accept new values, to induce buying our chocolate more often and in vast numbers.

Occupying the 3rd place on the market we managed to eliminate negative influence of competitors on us and to become the main driver of growth of the whole category by showing the biggest growth in it.


Agency Name: Dentsu Media Ukraine

Client Company Name: Chocolate factory Millennium

Arina Shebanova, Marketing director, CF «Millennium»
Evgeniya Stupak, Merketing manager, CF «Millennium»
Valeriy Batushanskiy, Managing Director, Dentsu Media
Elena Sorokina, Media Director, Dentsu Media
Artem Karan, Client Excellence Chief, Dentsu Media
Marina Zablotskaya, Account Manager, Dentsu Media
Tatyana Pavlenko, Account Director, Dentsu Media
Dmitriy Fedchishin, Head of video planning, Dentsu Media
Dmitriy Sitnikov, Group Account Director, Dentsu Media

Non-alcoholic drinks
Silver

The First Rule

When you're a leader, you need to be a leader in everything!

How to keep the leadership in the growing market? Strengthen the brand team with new SKU.

A special bottle for sports, ideal water which restores hydro balance, and a team of the most successful athletes of the country inspired Ukrainians to take up sports and a creative advertising campaign made the brand fashionable, modern and relevant. As a result, the growth in sales has exceeded the plan by 40 % and the market share has increased by 1.5 times!


Agency Name: YOUNG & RUBICAM UKRAINE

Client Company Name: IDS Borjomi Ukraine

Nataliia Revika, Marketing Director «IDS Borjomi Ukraine», «IDS Borjomi Ukraine»

Iryna Lopot, Маrketing Manager «Morshynska», «IDS Borjomi Ukraine»

Vira Stroieva, Brand Manager «Morshynska», «IDS Borjomi Ukraine»

Evgeniia Mykhailenko, Brand Manager «Morshynska», «IDS Borjomi Ukraine»

Maryna Solovyova, Head of Communications «IDS Borjomi Ukraine», «IDS Borjomi Ukraine»

Dmitriy Barsukov , CEO/Creative Director, LLC YOUNG AND RUBICAM

Anna Kostylova, Associate Creative Director, LLC YOUNG AND RUBICAM

Nataliya Gromova, Chief Art Director, LLC YOUNG AND RUBICAM

Natalia Shatokhina, Account Director, LLC YOUNG AND RUBICAM

Aleksey Olefir, Producer, LLC YOUNG AND RUBICAM

Alcoholic drinks
Finalist

Aperitivo Time

Cocktails Martini & Tonic are advancing 3 months of the summer season. Achieving meaningful business results for a large brand like Martini in such a short time through communication is an achievement. And given the complexity of the implemented campaign, we believe that the project deserves the highest award.

All premium brands of alcohol and cocktails based on them, which are oriented on young people, somehow find themselves on the territory of music and parties. We invited a foreign star to train chefs in 40 "A" establishments to combine food and alcohol, synchronized all activity with a large-scale PR campaign and from the beginning of summer, for 3 months, they sold Martini & Tonic cocktails with various snacks as a single product. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture. So we solved the task of building an association between a Martini & Tonic cocktail and a meal with friends.


Agency Name:  Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Contributing Companies:

BAMBUK Design Studio

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Lead, Rockets. Growth R&D

Artem Karelin. Creative Director, Rockets. Growth R&D

Alisa Mikulich, COO, Rockets. Growth R&D

Finalist

Anti-compote from anti-granny

This case shows how the Garage brand managed to launch the novelty, Garage Granny’s Anti-compote, protected from competitor copies, and recruit the young audience to its consumer profile.


Agency Name: THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Initiative Media

Iryna Kachura, VP Marketing, Carlsberg Ukraine

Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine

Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine

Vitaliy Besedin, Brand Manager, Carlsberg Ukraine

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Mariia Sheremet, Designer, THINKMcCANN

Olga Kutuzova, Associated Client Service Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

Health & Beauty
Gold

The Opera No One Heard

There is roughly 3 million Ukrainians with hearing impairments of different degree. The majority has no idea about that, though in 60% of cases losing hearing can be prevented by prompt diagnosis. Public organization «Vidchui» wanted to bring to the attention of Ukrainians the need to have their hearing checked. To make people feel what they can lose without checking and taking care of hearing, we took them to the world of absolute silence in the unlikeliest place for it – at the opera.

As a result, project audience’s interest to the problem of checking hearing tripled, the total coverage of the project amounted more than 25 million contacts, with a zero budget for media relations there were more than 300 publications in media, Ukrainian opinion leaders and international organizations told about the action.


Agency Name: Gres Todorchuk PR

Client Company Name: NGO Vidchui

Andriy Pyshnyy, Founder, NGO VIdchui

Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui

Darya Gerasimchuk, Executive Director, NGO VIdchui

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Daria Liubimova, Account Director, Gres Todorchuk PR

Tetiana Maksymova, PR manager, Gres Todorchuk PR

Anastasiia Fed-Titova, PR manager, Gres Todorchuk PR

Mykhailo Kryhel, Editor in Chief, Gres Todorchuk PR

Nina Korobko, Content manager, Gres Todorchuk PR

Silver

Transformation

Despite all the investments, the Syoss brand’s market share didn’t increase. It needed to be urgently fixed, because the haircare products’ market is very competitive. After analyzing, we decided to enhance the image indicators, because it was incomprehensible and not very close to Ukrainians.

The brand needed its face and the choice fell on Nata Zhyzhchenko, the ONUKA band’s frontwoman.

As a result, there was a visual art-story, where ONUKA manages her style through products, magically transforming them in her hands.

This communication became a breakthrough for Syoss’ Ukrainian perception.


Agency Name: TABASCO

Client Company Name: Henkel Ukraine

Roman Lisnyak, Marketing director, Henkel Ukraine

Оlga Budnick, Group brand manager, Henkel Ukraine

Svetlana Rudenko, Group brand manager, Henkel Ukraine

Olena Rachynska, Brand manager, Henkel Ukraine

Alexander Smirnov, Creative director, Partner, TABASCO

Svetlana Gorovenko, New Business Creative Group Head, art-director, TABASCO

Tatyana Belozorova, New Business Creative Group Head, copywriter, TABASCO

Тetyana Ilyenko , Group account director, TABASCO

Оlga Zhegulina. Producer, TABASCO

Anna Mischenko, Sponsorship agent, Celebrity marketing

Medicines & medical care services
Finalist

From Boring Medicine to Brand-Support for Every Mom

​Limitations or focus? This case study is about acknowledging the value of sometimes saying no and thinking deeper, not wider. About learning to seeing things differently. Instead of an impersonal drug, we saw a brand that could provide emotional support.  We switched our attention from the general public to those we could give something more than just ear drops. And so, after several years of decline and downfall, we were able not just to catch up, but to get ahead of the market growth, increase our share and prove that "less is more" is really working.


Agency Name:  VIVID by Admixer

Client Company Name: BIOCODEX UKRAINE

Kateryna Overko, Creative director, VIVID by Admixer

Oleg Yeremenko, Art directo, VIVID by Admixer

Oleksii Harkavyi, Account manager, VIVID by Admixer

Natalia Boronina, Director, VIVID by Admixer

Alina Slatvitska, Advertising and marketing manager, BIOCODEX UKRAINE

Finalist

The Dobrobut pediatric service re-branding

Dobrobut was already the leader in area of private pediatrics in Kiev, but wanted to became a clinic of the first choice, make its pediatric department distinguishable. Problem: The market grew by 5%, while Dobrobut needed 10% growth while keeping their prices high. Now it has not boring pediatricians, but cool detinologists, and the brand is represented by a game—word game, picture game. It was a dual message communication strategy understandable to children and their parent: a childrenologists care about a child, not just treat a problem.


Agency Name:  ekonomika+

Client Company Name: Medical centre "Dobrobut"

Contributing Companies:

Grape

Maksim Zoloyedov, Creative director, ekonomika+

Nadiia Barmashina, Creative director, ex ekonomika+

Anna Udovenko, Art director, ex ekonomika+

Yevgeniya Ustinova, Copywriter, self-employed copywriter

Mari Kinovych, Illustrator, ex ekonomika+

Iryna Rubis, Strategist, ekonomika+

Anna Berezeyskaya, Client’s partner, ekonomika+

Olga Lypko, Marketing director, Dobrobut

Anastasia Akhmina, Brand manager, Dobrobut

Finalist

The theory of large numbers

Tantum Verde is an expensive Italian remedy for sore throat. After a significant UAH devaluation in 2014 the consumer was forced to save its money and began to choose cheaper medicines. It has had a very negative impact on Tantum Verde, since it was the most expensive product in the category. Its price was 2.5 times higher than the average on the market. Therefore, product sales collapsed almost 2 times.

The new brand communication confirmed by millions of people around the world has given the consumer compelling reason to choose the product.

As a result, Tantum Verde showed the highest growth in sales both by packages and money among its competitors and became the market leader by the end of advertising campaign.


Agency Name:  Media First Ukraine

Client Company Name: DILEO Farma Ukraine

Contributing Companies:

MedInform Ukraine

Lovivideo

TWIGA Ukraine

Dmytro Mosharov, Media Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Anton Bogushev, Senior Strategic Planner, Media First Ukraine

Olena Samoylenko, Managing Director, MedInform Ukraine

Iryna Prokhorenko, Account Manager, MedInform Ukraine

Vladlen Cherniy, General Manager, DILEO Farma Ukraine

Olena Savenyuk, Product Manager, DILEO Farma Ukraine

Eugene Kurtev, Chief Strategic Officer, TWIGA Ukraine

Svetlana Stepanenko, CEO, TWIGA Ukraine

Andrii Provotar, Creative Director, Lovi Video

Home furnishings & appliances, office equipment
Bronze

#warmstory

How could Hansa speak loudly about itself in the pre-New Year season of home appliances sales and high advertising cluster at a minimal cost? The brand decided to become useful to people not only at home, but also outside! And Hansa made the first in Ukraine warm stop of the public transport designed as Hansa oven. On the basis of this ambient media it was conducted an integrated campaign with the effective use of SMM and PR. There were achieved significant results for the brand growth.


Agency Name: Media First Ukraine

Client Company Name: Hansa Ukraine

Contributing Companies:

TWIGA Ukraine

Lovi Video

TWIGA Digital

TWIGA GO!

Anna Nowak, Marketing Director, Hansa Ukraine

Svitlana Stepanenko, CEO, TWIGA Ukraine

Kateryna Amirkhanova, Creative Director, TWIGA Ukraine

Ekaterina Shvets, SMM Manager, TWIGA Digital

Natalia Vasylenko, Account Manager, TWIGA Ukraine

Dmytro Mosharov, Managing Director, Media First Ukraine

Yevgen Skiba, Client Service Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Andrii Provotar, Creative Director, Lovi Video

Finalist

Electrolux Ultra Silencer

How to turn a lack of competitors into an advantage for your brand? Just think outside the box!

Did you know that the quiet Electrolux UltraSilencer Zen vacuum cleaner can not only perfectly clean the apartment, but also help young children to fall asleep? It is on this insight that we built a digital campaign with a promo site, video, bloggers and social media activities.

Such a non-standard advantage for a vacuum cleaner, like the silence of work, could conquer the hearts of very demanding Central Asia - mothers with small children.

Thus, we managed using only one communication channel to increase the number of sales in the segment of quiet vacuum cleaners, despite the fact that this product is one of the most expensive in the category.


Agency Name: Postmen DA

Client Company Name: Electrolux

Yaroslav Vedmid, CEO, Postmen DA

Olga Mykhalets, Producer, Postmen DA

Sergey Kolesnikov, Account Manager, Postmen DA

Denis Seleznev, Film director, Postmen DA

Igor Bondarenko, Sound designer, Postmen DA

Ekaterina Beloblovskaya, Marketing/TMO Manager Ukraine and Caucasus, Electrolux

Oleksandr Medvediev, Digital Marketing Manager, Electrolux

Products & services for children
Bronze

Agu moms choice

Major challenge for us as well as of the whole category became the growth of mothers' trust to commercial baby food. By engaging famous mothers into the project, we launched large-scale educational campaign in all key communication platforms which are used by moms. Our project got 2 million views only in bloggers’ social medias! All these provided the growth in category perception of 16 pp and growth of image-building attributes of the brand up to 8 pp compared to 2017. Thus, the parents-celebrities could provide strong arguments to Ukrainian moms about safety and benefits of commercial baby food.


Agency Name: COXO

Client Company Name: PepsiCo

Contributing Companies:

COXO

Optimum Media Ukraine

Lovi Video

Ivan Holub, Creative Director, COXO

Sergiy Kuzmenko, Strategist, COXO

Anna Neskoromna, Project Manager, COXO

Lisa Lisova, Project Manager, COXO

Anastasiya Kurochkina, Designer, COXO

Ievgen Volodko, Designer, COXO

Oleksandr Kaidannyk, CEO, COXO

Automotive
Bronze

Small steps to big changes.

How do you significantly grow the business and attract a younger Camry audience (which has different values and doesn't want to associate with older Camry owners), while, at the same time, not losing loyal customers?

Ambitious goal: 50% growth over 2017, with an expected D/E segment growth of 10%.

We decided to combine two growth strategies into one: simultaneously sell to two different audiences while selling each of the exact car they need.

In order not to scare away the "native" Camry audience and secure the business, we decided to start th campaign with them. We used the first flight to tell these conservatives about the technological coolness of the new model, and of course, we showed it in the “best” possible automobile color — black.

After dealing with retention, we moved to conquest. And in one motion we turned a business class car into a sports sedan.

For target audience #2, we prepared a color in advance, ordered them and put them into salons. This had the potential to forever scare away the conservative target audience #1. The cars were red, and we emphasized the design, which would not allow the owner of a pepper-red car to go unnoticed.

As a result of the campaign, Toyota Camry sales growth was 74.1% (our goal was 50%) for the month of August with the D/E segment growing by 11%.


Agency Name: BBDO Ukraine

Client Company Name: Toyota-Ukraine

Contributing Companies:

Vizeum Ukraine

Tribal Worldwide, Kyiv

Anze Jereb, Executive Creative Director, BBDO Ukraine

Dmytro Ishkov, Art Director, BBDO Ukraine

Dima Kishka, Copywriter, BBDO Ukraine

Marina Kitaeva, Account Director, BBDO Ukraine

Yulia Kluchyshcha, Account Manager, BBDO Ukraine

Anna Rykova, Designer, BBDO Ukraine

Olena Kolesnikova, Head of strategy department, BBDO Ukraine

Masha Teterin, Studio Group Head, BBDO Ukraine

Denis Tischenko, DTP Designer, BBDO Ukraine

Telecommunications services
Gold

Roaming “Aboriginals”

An ad campaign informs that now everyone can share impressions with his/her loved ones in real time when travelling abroad, freely use mobile data in video format and not worry about the price.

Kyivstar data roaming is affordable to everyone.

It didn’t take long to see the result of such a favorable offer: 53% of Ukrainians choose Kyivstar among other operators in roaming (#1 choice). Moreover, the increase of traffic consumption in roaming is +248%; and the number of subscribers using mobile data is +63% compared to the prior year.


Agency Name:  Serviceplan Ukraine

Client Company Name: Kyivstar

Pavlo Daniman, Marketing Director, Kyivstar

Yuriy Chornenkiy, Head of Department, Kyivstar

Kateryna Khoruzhenko, Brand Manager, Kyivstar

Ihor Klymenko, Creative Director, Serviceplan

Vasyl Tanasiichuk, Executive Creative Director, Serviceplan

Volodymyr  Denys, Art Director, Serviceplan

Olena Yakovleva, Chief Executive Officer, Serviceplan

Alina Boiko, Account Manager, Serviceplan

Valentyna Vasylenko, Account Director, Serviceplan

Finalist

Smart alternative to UNLIMs

The arrival of 3G in Ukraine was supposed be an opportunity for operators to make money on a new technology. But our competitors went the easiest way and launched unlimited data tariffs.

We were looking for product, which can be smart alternative for Unlims tarrifs. This is how the "Lifehack" tariff appeared. This tariff offered a completely different pricing and traffic definition: the number of gigabytes in each month depends on the user and his activity, but the fee remained fixed.

Lifecell built the ecosystem around the "Lifehack" tariff.


Agency Name:  MullenLowe Adventa

Client Company Name: Lifecell

Lifecell Marketing Team, Lifecell

Oksana Оsadchuk, Account Director, MullenLowe Adventa

Svitlana Shynkarenko, Managing Director, MullenLowe Adventa

Olena Ignatenko, Senior Account Manager, MullenLowe Adventa

Olga Bandura, Art Director, MullenLowe Adventa

Olena Shramchenko, Senior Copywriter, MullenLowe Adventa

Bronze

The end of voice era

After the launch, Vodafone still could not get market leadership. So we chose the unlimited 3G as the flagship of our communication to get the victory.

We have shown that with the introduction of the new “Unlimited 3G” tariff, the world is changing. All existing stereotypes and rules of mobile communication are destroyed and a completely new world begins.

We chose ONUKA – the frontwoman of the band Natalia Zhyzhchenko to play the main role in the project.

The campaign became our first loud victory over Kyivstar!


Agency Name:  TABASCO

Client Company Name: Vodafone Ukraine

Alexander Smirnov, Creative director, Partner, TABASCO

Viktoriia Enkina, Client Services Director, TABASCO

Retail & public services
Finalist

Care in action

How can Fora, an ex-grocery store, find its unique niche on the market of high standards / low competitors’ prices? Fora customer is not spoiled with care and attention. She needs someone to finally take care of her, to turn shopping into relaxation. Because there is so much care about the others, while so little about yourself!

To solve this task we made the complex reconstruction of the brand and сreating communication about the store with a pleasant atmosphere, where everything is thought out to the smallest detail and you are cared of. Which was implemented using the optimal media mix TV and digital + outdoor advertising.

The advertising campaign has exceeded all the expectations and continues improving the image indicators of the brand health, attendance frequency and loyalty.


Agency Name:  THINKMcCANN

Client Company Name: Fora

Contributing Companies:

Posterscope Ukraine

Isobar Ukraine

Oksana Mitskevych, Fora Marketing Director, Fora

Yuliya Kovalenko, Brand Manager, Fora

Olexander Netrebchuk, Associated Creative Director, THINKMcCANN

Olena Gnucheva, Senior Copyrighter, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Igor Kuzibekov, Art Director, THINKMcCANN

Pavel Kovalenko, Strategy Planner, THINKMcCANN

Olga Kutuzova, Group Account Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

Finalist

«METРО» держит цены в форме

METRO, a warehouse format retailer in remote locations, had aggressive sales growth plans. While its competitors located near our customer’s home also were actively fighting for him. To convince the customer to drive a long way for shopping in METRO, the retailer has decided to become a country priice leader and shouted out to evereone that it kept prices fit, not for promo period, but forgood.

Brand managed to get through a real storm of low prices and discount communication, raging in Ukrainian advertising  space. This led to an impressive sales growth  in comparison to a previous year.


Agency Name:  Ogilvy Ukraine

Client Company Name: METRO CASH & CARRY UKRAINE

Contributing Companies:

Iplace

 

Foodservice
Silver

Maestro Beef&Cheddar

The Maestro launch campaign is a case of brand release to a new level without rebranding and re-positioning. This is a revolution without a revolution. We managed to connect PREMIUM and McDONALD'S.

This campaign has several levels of efficiency.

1 The launch of the premium platform is an important strategic step that has allowed the business to expand, due to the new segment.

2 The creative idea has given the opportunity not only to bring information about the novelty, but also improved the perception of the brand as a whole.

3 This launch and its implementation have allowed McDonald's to stay in the trend and compete with the hipsters' institutions.


Agency Name:  TBWAUkraine

Client Company Name: McDonald’s Ukraine

Yuliya Badritdinova, Marketing and Communication Director, McDonald’s Ukraine

Olga Vasylieva, Marketing Manager, McDonald’s Ukraine

Marina Kunets, Account Director, TBWAUkraine

Tanya Litvin, Creative Group Head, TBWAUkraine

Svitlana Tsvelenyeva, Creative Director, TBWAUkraine

Ludmila Dmytrenko, Senior Account Manager, TBWAUkraine

Alina Goncharenko, Senior Copywriter, TBWAUkraine

Anastasiia Yanovych, Senior Art-Director, TBWAUkraine

Vera Gliebova, Strategic Director, TBWAUkraine

Leisure, entertainment, culture & education, travel & tourism
Bronze

Global Teacher Prize Ukraine: How to turn teachers into celebrities

In May 2017 only 39% of Ukrainians considered the profession of a teacher to be important, 82% of Ukrainian teachers considered decline of the social status of teachers to be a problem and media spoke about education mainly in the context of outdated methods of teaching. In such circumstances, a young non-profit organization “Osvitoria” for the first time in the country launched Global Teacher Prize Ukraine, which awards the most innovative teachers.

To promote the award among Ukrainians and to influence the public perception of the profession, we decided to turn teachers into stars and make them known throughout the country. As a result, the number of Ukrainians who consider the teacher's profession important has increased from 39% to 54% and for the first time in the history of the country the teacher entered the the rating of “Top 100 most influential Ukrainians”.


Agency Name:  Gres Todorchuk PR

Client Company Name: NGO Osvitoria

Zoya Lytvyn, Founder of NGO Osvitoria, initiator of Global Teacher Prize Ukraine, NGO Osvitoria

Olena Severenchuk, Head of Education Development Projects, organizer of Global Teacher Prize Ukraine, NGO Osvitoria

Anna Sydoruk, Head of Social Projects and Programs, organizer of Global Teacher Prize Ukraine, NGO Osvitoria

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Mariia Artemenko, Head of PR, Gres Todorchuk PR

Anastasiia Maherramova, PR manager, Gres Todorchuk PR

Daria Diadenko, Content manager, Gres Todorchuk PR

Financial & Business services
Bronze

Uncle Zhora

How to overcome fears of people to take loans? It should be shown like simple, accessible communication with involving celebrity. So we made a series of humorous videos with Uncle Jorge, who sing the song about relevant situations for loans. The popularity of the campaign gave results that exceeded the plan: it increased the number of advertisement knowledge almost in twice during 1.5 months. Therefore, the communication goals were achieved, as well as the client's received good business results.


Agency Name: Havas Ukraine

Client Company Name: Moneyveo

Maksym Paraska, Marketing Director, Moneyveo

Taras Kucheryavyi, Brand Manager, Moneyveo

Tatyana Sakhnyuk, Executive Director, Havas Ukraine

Yuliya Koritskaya, Account Director, Havas Ukraine

Sergey Yaroslavtsev, Creative Director, Havas Ukraine

Dmytro, Mamontov, Copywriter, Havas Ukraine

Finalist

Small business - big deal

Oschadbank is the oldest bank in Ukraine.

By 2014, 95% of assets were large businesses loans, which generated bad debts and losses.

Oschadbank wants to increase loan portfolio through SMEs.

How "municipal" bank can become relevant to entrepreneurs, if there are no product advantages?

Insight: Entrepreneurs are looking not for banks, but for business support.

Solution: Build a category. Oschadbank creates SME support program “Build yours”.

Results:

Loan portfolio growth by UAH 1.7 billion due to new SMEs.

Second place in "SME Loans" according to "50 leading Ukrainian banks" rating.


Client Company Name: Oschadbank

Contributing Companies:

ekonomika+

MokCo digital

UAMASTER Digital Agency

SIGMA UA

Web-Promo 

Olena Kovalska, Marketing Director, Oschadbank

Kateryna Dubyna, Deputy Marketing Director, Oschadbank

Yurii Mysan, Head of Marketing Communications, Oschadbank

Media & Self promotion
Finalist

#SCHOOL

Campaign on seriality # SCHOOL became the most successful in Ukrainian TV for 2018. The project not only exceeded the planned targets for the share (with a target of 10%, received 13% for 18-54, 50+ in the first series), but also became commercially profitable for channel due to income from direct advertising, sponsorship and merchandising project. # The school has formed a huge fan audience in new media (Instagram, Youtube, Viber), which is successfully monetized.


Client Company Name: 1+1 media

Contributing Companies:

Postmen DA

Svitlana Paveletska, Marketing Director, 1+1

Olena Martynova, Marketing Director

Alex Repik, Art-Director, 1+1

Mykola Kononuchenko, Marcom, 1+1

Natalya Vovk, Promo, 1+1

Elina Gameeva, Creative, 1+1

Mike Pihota, Designer, 1+1

Andrew Yaremko, Designer, 1+1

Roksolana Kravchuk, Editor, 1+1

Tetyana Тabachenko, Editor, 1+1

Delivery, Post servises
Finalist

Now the mail has a soul!

In a short time we were able to show the package delivery service from a new side - to shift the focus from the “boxes” to people.

This allowed us to compete with the market leaders, to conquer our niche and get the first users - the plan for the number of registrations was exceeded by 27%. The average cost of registration was $ 1.01

This was achieved, through accurate targeting and shooting into a niche target audience. As well as through use of innovative digital tools and in-depth analytics.


Agency Name: CF.Digital

Client Company Name: TravelPost

Contributing Companies:

KOKORO STUDIO

Yaroslav Lvovich, Director, TravelPost

Alexander Polonsky, Marketing Director, TravelPost

Diana Bessarab, Project manager, CF.Digital

Iryna Mushtina, Director, CF.Digital

Eugenia Soloid, UX-designer, CF.Digital

Mary Sidorenko, Graphic designer, CF.Digital

Olha Tarasyuk, SMM-manager, CF.Digital

Alexey Oksymets, Head of SEM, CF.Digital

Luiza Yaremenko, PR-manager, CF.Digital

Social & charity
Gold

#MoneyCanChallenge

People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. So together with charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By doing so we managed to gather 400K hrn for charity needs and gain 20 000 000 people coverage on zero budget.


Agency Name:  Leo Burnett Ukraine

Client Company Name: Tabletochki

Svitlana Zagidko, Managing Director, Leo Burnett Ukraine

Anatoliy Davydov, Creative Director, Leo Burnett Ukraine

Vlad Minchev, Copywriter, Leo Burnett Ukraine

Anna Rozum, Designer, Leo Burnett Ukraine

Olga Kudinenko, Founder, Tabletochki Fund

Svitlana Pugach, Executive director, Tabletochki Fund

Tetyana Rodnina, Fundraising director, Tabletochki Fund

Anna Iurovytska, Communication manager, Tabletochki Fund

Olga Mazur, Communication&PR team leader, Tabletochki Fund

Silver

Uncounted Since 1932

For 27 years of its independence, Ukraine has tried to get the international audience pay attention to

the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor.

As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.


Agency Name:  Gres Todorchuk PR

Client Company Name: Ukrainian Leadership Academy

Contributing Companies:

MVG Group

Smart Production

Strumer Production

Roman, Tychkivskyi,Head of the Ukrainian Leadership Academy, Ukrainian Leadership Academy

Yarema Dukh, Head of Communications, Ukrainian Leadership Academy

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Yuliia Solovei, Head of Content Department, Gres Todorchuk PR

Oleksandra Kosenko, Storyteller, Gres Todorchuk PR

Nikita Miekienzin, Director of Photography, Ukrainian Leadership Academy

Serhii Sofin, Designer, Gres Todorchuk PR

Viktoriia Nozdrachova, Event Producer, Freelance

Dmytro Polishchuk, Digital Photo Retoucher, Freelance

Silver

Huggies. Born for hugs 2018

In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs.
The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies.
As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.


Agency Name:  ISD Group

Client Company Name: Kimberly-Clark

Contributing Companies:

Hashtag

DIEVO agency

OSDirect

Nataliya Tachinskaya, Creative director, Art director,ISD Group

Yuliia Ovcharenko, Copywriter, ISD Group

Nadia Lugowska, Designer, ISD Group

Mickael Traverse Strategic director, ISD Group

Oksana Shevchuk, Account manager, ISD Group

Political and patriotic campaigns, state campaigns and programs
Gold

Uncounted Since 1932

For 27 years of its independence, Ukraine has tried to get the international audience pay attention to

the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor.

As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.


Agency Name:  Gres Todorchuk PR

Client Company Name: Ukrainian Leadership Academy

Contributing Companies:

MVG Group

Smart Production

Strumer Production

Roman, Tychkivskyi,Head of the Ukrainian Leadership Academy, Ukrainian Leadership Academy

Yarema Dukh, Head of Communications, Ukrainian Leadership Academy

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Yuliia Solovei, Head of Content Department, Gres Todorchuk PR

Oleksandra Kosenko, Storyteller, Gres Todorchuk PR

Nikita Miekienzin, Director of Photography, Ukrainian Leadership Academy

Serhii Sofin, Designer, Gres Todorchuk PR

Viktoriia Nozdrachova, Event Producer, Freelance

Dmytro Polishchuk, Digital Photo Retoucher, Freelance

Finalist

Corruption Park: Controversy as a way to disrupt indifference

Newly-created specialized anti-corruption agencies NABU, ARMA, and SAPO counter corruption but don’t have significant support among the population of Ukraine. So we created for the EU Anti-Corruption Initiative a “Corruption Park”, which tells about the work of the anti-corruption bodies in a simple way, accessible to the mainstream audience.

30 000 people from 28 countries visited the Park. The percentage of people who believed Ukraine could overcome corruption increased from 59% to 72%. There were over 600 publications about Park in earned media, including CNN, Deutsche Welle, The Washington Post. The general coverage of the project reached 100 000 000 contacts.


Agency Name: Gres Todorchuk PR

Client Company Name: European Union Anti-Corruption Initiative

Contributing Companies:

GOPA Com. S.A.

ITCG

VideoNova

Eka Tkeshelashvili, Head of Programme, European Union Anti-Corruption Initiative

Volodymyr Solohub, Communications Expert, European Union Anti-Corruption Initiative

Serhii Derkach, Anti-Corruption Investigation and Prosecution Expert, European Union Anti-Corruption Initiative

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Mariia Artemenko, Head of PR, Gres Todorchuk PR

Kateryna Teilor, Curator, Freelance

Viktoriia Nozdrachova, Event Producer, Freelance

Anton Lohov, Painter, Freelance

Serhii Sofin, Designer, Gres Todorchuk PR

Small Budget
Gold

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night.

Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Finalist

#warmstory

How could Hansa speak loudly about itself in the pre-New Year season of home appliances sales and high advertising cluster at a minimal cost? The brand decided to become useful to people not only at home, but also outside! And Hansa made the first in Ukraine warm stop of the public transport designed as Hansa oven. On the basis of this ambient media it was conducted an integrated campaign with the effective use of SMM and PR. There were achieved significant results for the brand growth.


Agency Name: Media First Ukraine

Client Company Name: Hansa Ukraine

Contributing Companies:

TWIGA Ukraine

Lovi Video

TWIGA Digital

TWIGA GO!

Anna Nowak, Marketing Director, Hansa Ukraine

Svitlana Stepanenko, CEO, TWIGA Ukraine

Kateryna Amirkhanova, Creative Director, TWIGA Ukraine

Ekaterina Shvets, SMM Manager, TWIGA Digital

Natalia Vasylenko, Account Manager, TWIGA Ukraine

Dmytro Mosharov, Managing Director, Media First Ukraine

Yevgen Skiba, Client Service Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Andrii Provotar, Creative Director, Lovi Video

Finalist

Book Forum. Reinvention

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!


Agency Name:  PlusOne

Client Company Name: Publishers’ Forum

Taras Solovei, Creative Director, PlusOne

Nadiia Rokytianska, Project Manager, PlusOne

Volodymyr Khomenko, Cameraman, PlusOne

Marharyta Kleshchaeva, Client Service, PlusOne

Roman Honcharenko, Art Director, Designer, PlusOne

Maria Syvodid, Designer, PlusOne

Oleksandra Karaban, Account Executive, PlusOne

Olga Postushna, Programmer, PlusOne

Maria Samarina, Advertising Manager, PlusOne

Volodymyr Korovko, Director, Cameraman

Finalist

The pharmaceutical company Shire specializes in rare diseases. In particular, hemophilia, which causes problems with blood coagulation. For such patients, an ordinary domestic trauma can become fatal. In honor of the Day of Hemophilia, on April 17, the company drew the society’s attention to the problems of those people. For that, a fashion designer Iryna Krasilnikova developed an unusual hoodie from bubble wrap. Everyone who tries it feels, how people with hemophilia are forced to protect themselves from ordinary injuries. Parcels with the unusual hoodie were sent to opinion leaders. Thanks to their publications, the company told about the problems of patients with hemophilia to 9.43 million Ukrainians.


Agency Name:  Havas PR Kyiv

Client Company Name: Shire Ukraine

Anastasiia Bordiug, COO, Havas PR Kyiv

Kyrylo Chystyakov, Creative Director, Havas PR Kyiv

Yulia Khyzhuk, Executive Assistant to General Manager CIS, Shire Ukraine

Rebranding
Finalist

Fructis Renovation or how to be on the TOP again

The category of hair care products is cluttered by the players. Fructis has long been on the market and has begun to lose its relevance for the young consumer.

The international decision was to initiate a relaunch of the brand: on the shelf and in the communication. However, it was important for us to properly support brand in Ukraine with the right messages for our audience.

Thanks to the analysis of the Ukrainian consumer, we found the right approach to young girls and offered the most relevant communication for them.

We achieved our goals: in addition to increased market share, we significantly rejuvenated the audience. And the activation in social networks #HAIRDANCE_UA became the most successful for L'Oréal Ukraine.


Agency Name:  Zenith

Client Company Name: L’OREAL UKRAINE

Contributing Companies:

 tvlab

Anna Kozlova, Marketing Director, Consumer Products division, L’OREAL UKRAINE

Iulia Malichenko, Marketing Director, Consumer Products division, L’OREAL UKRAINE

Iryna Aizman, Group Brand Manager Hair Care, Consumer Products division, L’OREAL UKRAINE

Oleh Yatsuk, Senior brand Manager Hair Care, Consumer Products division, L’OREAL UKRAINE

Alina Kobets, Digital Manager, Consumer Products division, L’OREAL UKRAINE

Olena Chugaieva, PR-coordinator, Consumer Products division, L’OREAL UKRAINE

Katerina Mingazirova, director, tvlab

Katerina Tiurina, producer, tvlab

Maryna Grygorenko, Managing Director, Zenith

Mariia Velychko, Strategy Director, Zenith

Finalist

Care in action

How can Fora, an ex-grocery store, find its unique niche on the market and give the brand a new start? Fora customer is not spoiled with care and attention. She needs someone to finally take care of her, to turn shopping into relaxation. Because there is so much care about the others, while so little about yourself!

To solve this task we made the complex reconstruction of the brand and сreating communication about the store with a pleasant atmosphere, where everything is thought out to the smallest detail and you are cared of. Which was implemented using the optimal media mix TV and digital + outdoor advertising.

The advertising campaign has exceeded all the expectations and continues improving the image indicators of the brand health, attendance frequency and loyalty.


Agency Name: THINKMcCANN

Client Company Name: Fora

Contributing Companies:

Сarat Ukraine

Posterscope Ukraine

Isobar Ukraine

Oksana Mitskevych, Fora Marketing Director, Fora

Yuliya Kovalenko, Brand Manager, Fora

Olexander Netrebchuk, Associated Creative Director, THINKMcCANN

Olena Gnucheva, Senior Copyrighter, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Igor Kuzibekov, Art Director, THINKMcCANN

Pavel Kovalenko, Strategy Planner, THINKMcCANN

Olga Kutuzova, Group Account Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

New technologies and/or Media innovation
Bronze

RASTISHKA! ANIMATE MAGNETS – DISCOVER THE WORLD!

Everyday life of a modern kid is full of questions, desires of new experiences, adventures and surprises. Mobile devices and games attract special attention to curious kids.

Rastishka realized that it was time for him to change and present for kids a new extreme experience. We created a mobile app with the technology of AR (augmented reality), which allows you to vitalize objects which are pictured on Rastishka yogurt. If you buy Rastishka, your kid can collect the solar system, explore the world of marine animals or a fun alphabet with dinosaurs. We managed to combine product, new technology and brand mission in one solution - a mobile app. It allowed us to grow the market share of the brand, protect our competitors' position, improve brand performance, and build a database of 350,000 regular users of the app.


Agency Name:  Carat Ukraine

Client Company Name: Danone Ukraine

Contributing Companies:

AR.TEAM

VMLY&R

Andrey Poluektov, Marketing Director, Danone Ukraine

Natalia Savchenko, Brand Marketing Manager Rastishka and Licensed Brands, Danone Ukraine

Svetlana Korniyenko, Brand Marketing Manager, Danone Ukraine

Marianna Rudyk, Convergent Strategist,Team Lead, Carat Ukraine

Tetiana Gryshchenko, Media Activations Manager, Carat Ukraine

Karina Magomedrasulova, Group Account Director, Carat Ukraine

Konstantin Petrashko, Director, AR. TEAM

Ivan Petrashko, iOS developer, AR. TEAM

Vladislav Batyshkov, Unity3D developer, AR. TEAM

Volodymyr Borisenko, Copywriter, VMLY&R

Finalist

#warmstory

How could Hansa speak loudly about itself in the pre-New Year season of home appliances sales and high advertising cluster at a minimal cost? The brand decided to become useful to people not only at home, but also outside! And Hansa made the first in Ukraine warm stop of the public transport designed as Hansa oven. On the basis of this ambient media it was conducted an integrated campaign with the effective use of SMM and PR. There were achieved significant results for the brand growth.


Agency Name: Media First Ukraine

Client Company Name: Hansa Ukraine

Contributing Companies:

TWIGA Ukraine

Lovi Video

TWIGA Digital

TWIGA GO!

Anna Nowak, Marketing Director, Hansa Ukraine

Svitlana Stepanenko, CEO, TWIGA Ukraine

Kateryna Amirkhanova, Creative Director, TWIGA Ukraine

Ekaterina Shvets, SMM Manager, TWIGA Digital

Natalia Vasylenko, Account Manager, TWIGA Ukraine

Dmytro Mosharov, Managing Director, Media First Ukraine

Yevgen Skiba, Client Service Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Andrii Provotar, Creative Director, Lovi Video

Product/Service Launch
Silver

Small business - big deal

Oschadbank is the oldest bank in Ukraine.

By 2014, 95% of assets were large businesses loans, which generated bad debts and losses.

Oschadbank wants to increase loan portfolio through SMEs.

How "municipal" bank can become relevant to entrepreneurs, if there are no product advantages?

Insight: Entrepreneurs are looking not for banks, but for business support.

Solution: Build a category. Oschadbank creates SME support program “Build yours”.

Results:

Loan portfolio growth by UAH 1.7 billion due to new SMEs.

Second place in "SME Loans" according to "50 leading Ukrainian banks" rating.


Client Company Name: Oschadbank

Contributing Companies:

ekonomika+

MokCo digital

UAMASTER Digital Agency

SIGMA UA

Web-Promo 

Olena Kovalska, Marketing Director, Oschadbank

Kateryna Dubyna, Deputy Marketing Director, Oschadbank

Yurii Mysan, Head of Marketing Communications, Oschadbank

Bronze

Your burger - your rules

“Torchyn” market share was significantly declining in the category of ready to eat sauces. To regain its position brand launched a new product being on the burger trend. It was a special "Burger Sauce". By communication, we explained that only due to a special sauce any quite unusual combination of ingredients turns into the true tasty burger. As a result: the over-fulfillment of the sales plan, TOP-3 position in the “Torchyn” portfolio and the TOP-1 among the sales of all new products in the category of ready to eat sauces among competitors in the past 3 years.


Agency Name: Publicis Ukraine

Client Company Name: Nestle Ukraine

Contributing Companies:

Zenith

Olena Ivaschenko, Group brand manager of cold sauces category, Nestle

Kateryna Sigeti, Brand manager of mayonnaise, ready-to-eat sauces and dressings categories, Nestle

Ivanna Skulska-Lowe, Director, Publicis

Lidiya Babyak, Group account director, Publicis

Maksym Podolianyuk, Creative director, Publicis

Oleg Boroday, Senior copywriter, Publicis

Ekateryna Pervukhina, Operational Excellence Director, Zenith

Olena Shutuk, Strategic Lead, Zenith

Maria Lukash, Head of direction, Zenith

Evgeniy Tsyvun, Media Planner, Zenith

Finalist

Maestro Beef&Cheddar

The Maestro launch campaign is a case of brand release to a new level without rebranding and re-positioning. This is a revolution without a revolution. We managed to connect PREMIUM and McDONALD'S.

This campaign has several levels of efficiency.

1 The launch of the premium platform is an important strategic step that has allowed the business to expand, due to the new segment.

2 The creative idea has given the opportunity not only to bring information about the novelty, but also improved the perception of the brand as a whole.

3 This launch and its implementation have allowed McDonald's to stay in the trend and compete with the hipsters' institutions.


Agency Name:  TBWAUkraine

Client Company Name: McDonald’s Ukraine

Yuliya Badritdinova, Marketing and Communication Director, McDonald’s Ukraine

Olga Vasylieva, Marketing Manager, McDonald’s Ukraine

Marina Kunets, Account Director, TBWAUkraine

Tanya Litvin, Creative Group Head, TBWAUkraine

Svitlana Tsvelenyeva, Creative Director, TBWAUkraine

Ludmila Dmytrenko, Senior Account Manager, TBWAUkraine

Alina Goncharenko, Senior Copywriter, TBWAUkraine

Anastasiia Yanovych, Senior Art-Director, TBWAUkraine

Vera Gliebova, Strategic Director, TBWAUkraine

Finalist

Retro-innovation

We were able to overcome and rethink the restrictions associated with brand tradition, enter the market of innovations and to revive a variety-legend, based on a real page of history of the Lviv Brewery.

The whole launch was conceptually holistic: starting with similarity the appearance of the product and ending with black and white communication in the style of cinema of the 20th century.


Agency Name:  THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Initiative Media

Vivid Ltd. (Admixer Ua)

CLAESSENS INTERNATIONAL LIMITED

Juliia Storchak, Associated creative director, THINKMcCANN

Svitlana Polohailo, Senior art director, THINKMcCANN

Olha Kutuzova, Associate Customer Service Director, THINKMcCANN

Viktor Ilin, Senior Account Manager, THINKMcCANN

Valeriia Babko, Copywriter, THINKMcCANN

Iryna Kachura, Vice President of Marketing, Carlsberg Ukraine

Anton Panasenko, Senior Brand Manager, Carlsberg Ukraine

Konstantyn Los, Junior Brand Manager, Carlsberg Ukraine

Lesia Tarasenko, Marketing Manager, Carlsberg Ukraine

Serhii Kostin, Director of the agency, Initiative Media

Kateryna Kozii, Associate Customer Service Director, Initiative Media

Anna Dovzhenko, Leading Advertising Specialist, Initiative Media

Julia Shcherbak, Digital Lead, Initiative Media

Silver

A story of viral contamination with Colorista

Hair colors of bright unnatural shades are considered as the niche product for nonconformists, but at the same time they attract “good girls”, since the spirit of rebel lives in each of them.

How could Colorista encourage young people for the first coloring, overcoming the fear of unpleasant consequences?

We refused of rational motivation in favor of inspiring emotions. Be bold, be different, and show yourself in colorful hair. Colorista is not an ordinary hair color, but the hair makeup, so you can quickly turn back to your natural color or change the shade. Our appeal was heard, and the virus of colorful hair spread all over Ukraine rapidly, causing a boom in social networks.


Agency Name:  THINKMcCANN

Client Company Name: L’Oréal Ukraine

Contributing Companies:

Zenith Ukraine

Volta One

TV-lab

Adam Nitetski, General Manager, L’Oréal Ukraine

Anna Kozlova, Marketing Director, L’Oréal Ukraine

Yuliia Malichenko, Marketing Director, L’Oréal Ukraine

Alina Kobets, Digital Manager, L’Oréal Ukraine

Anna Bilogortseva, Group product manager, L’Oréal Ukraine

Oleksandra Mistulova, Junior product manager, L’Oréal Ukraine

Yuliia Gurenko, Account Director, THINKMcCANN

Anastasiia Dolinenko, Art Director, THINKMcCANN

Kateryna Goryslavets, Copywriter, THINKMcCANN

Olena Lozenko, Head of Direction, Zenith

Bronze

Anti-compote from anti-granny

This case shows how the Garage brand managed to launch the novelty, Garage Granny’s Anti-compote, protected from competitor copies, and recruit the young audience to its consumer profile.


Agency Name: THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Initiative Media

Iryna Kachura, VP Marketing, Carlsberg Ukraine

Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine

Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine

Vitaliy Besedin, Brand Manager, Carlsberg Ukraine

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Mariia Sheremet, Designer, THINKMcCANN

Olga Kutuzova, Associated Client Service Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

Finalist

Microlax. How to enter in new category 'fast and gentle' and gain №4 rank for 6 month

Microlax® is a successful launch of the truly quality and efficient product called on to make its customers’ lives better! We believe this is the campaign which deserves award within the category, since the brand Microlax® has been astonishing and at the same time inspiring the entire team with its performance for as long as several consecutive months (and we are positive it will impress our jury)!

The launch of the Microlax brand went alongside with implementation of the integrated marketing campaign, which included complex communication with the customer and within the community of professionals (doctors,  pharmacists).


Agency Name:  Hoshva PR

Client Company Name: Johnson &  Johnson Ukraine

Contributing Companies:

Wavemaker

SKB brothers

Tetiana Osadcha, Junior Market Access Manager, Johnson &  Johnson Ukraine

Anna Bobrova, Junior Brand Manager, Johnson &  Johnson Ukraine

Most effective use of social media marketing
Gold

#MoneyCanChallenge

People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. So together with charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By doing so we managed to gather 400K hrn for charity needs and gain 20 000 000 people coverage on zero budget.


Agency Name:  Leo Burnett Ukraine

Client Company Name: Tabletochki

Svitlana Zagidko, Managing Director, Leo Burnett Ukraine

Anatoliy Davydov, Creative Director, Leo Burnett Ukraine

Vlad Minchev, Copywriter, Leo Burnett Ukraine

Anna Rozum, Designer, Leo Burnett Ukraine

Olga Kudinenko, Founder, Tabletochki Fund

Svitlana Pugach, Executive director, Tabletochki Fund

Tetyana Rodnina, Fundraising director, Tabletochki Fund

Anna Iurovytska, Communication manager, Tabletochki Fund

Olga Mazur, Communication&PR team leader, Tabletochki Fund

Bronze

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night.

In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning - free toothbrushes, breakfast and on board!

The correct use of SMM-media, the receipt a big free media coverage, reposts and likes had to become a key to a successful campaign.  


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Silver

#SCHOOLmania

#SHKOLA was an experiment of the TV channel 1 + 1 - low budget, without its history and professional actors, which was supposed to strengthen the position of 1 + 1 in new media and bring a young audience on the air. The product had its competitors and features, but 1 + 1 took a chance and put its on prime time.

The result exceeded all expectations not only significant over-fulfillment of KPIs declared (the number of subscribers per page, views on YouTube, large sales of promotional products), but also a general rating on the air, making the best series fall-winter 2017-2018.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Data-driven/programmatic
Finalist

Pharma Digital Pioneer, or How to become a market leader via digital

In the age of the global digital revolution that we are currently witnessing, the use of digital methods and tools has become compulsory for business to remain competitive. Programmatic buying is one for these tools, but a lot of market players (especially the category of pharmacology) do not use its full range of solutions.

In our understanding, the effective use of programmatic buying tools is based on the involvement of the platform's potential at all stages of the advertising campaign: the search for insight, the creation and testing of hypotheses, narrowly focused targeting, cost-effective procurement, and optimization of the campaign in real time. This process is cyclical, and the results of one campaign are considered when planning and launching the next. Only in this way is it possible to get the maximum return, which will help companies not only be competitive but also achieve extraordinary results.


Agency Name:  Isobar Ukraine

Client Company Name: Bayer

Viktoria Aniskovtseva, Category Head, Bayer

Olena Kormyliuk, Digital Activation Specialist, Bayer

Oleksandra Kuts, Deputy Client Service Director, Isobar Ukraine

Yaroslav Ogotskiy, Strategy Director, Isobar Ukraine

Antonina Smetanina, Senior Project Manager, Isobar Ukraine

Yevhen Sazhniev, Art Director, Isobar Ukraine

Single Impact Engagement
Silver

Uncounted Since 1932

For 27 years of its independence, Ukraine has tried to get the international audience pay attention to

the Holodomor. But the world isn’t interested in the 1932-1933 famine. So to attract the international audience’s attention, we chose the only language that is understood anywhere and at any time – the language of hunger. For one day we opened in Brussels a pop-up restaurant where you could taste dishes from the times of the Holodomor.

As a result, the project got over 50,000,000 earned media impressions in 1 day, more than 150 media publications (including “Politico” and “Deutsche Welle”), 1000 visitors from 20 countries, invitations to hold the event from Ukrainian embassies in 10 countries of the world.


Agency Name:  Gres Todorchuk PR

Client Company Name: Ukrainian Leadership Academy

Contributing Companies:

MVG Group

Smart Production

Strumer Production

Roman, Tychkivskyi,Head of the Ukrainian Leadership Academy, Ukrainian Leadership Academy

Yarema Dukh, Head of Communications, Ukrainian Leadership Academy

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Yuliia Solovei, Head of Content Department, Gres Todorchuk PR

Oleksandra Kosenko, Storyteller, Gres Todorchuk PR

Nikita Miekienzin, Director of Photography, Ukrainian Leadership Academy

Serhii Sofin, Designer, Gres Todorchuk PR

Viktoriia Nozdrachova, Event Producer, Freelance

Dmytro Polishchuk, Digital Photo Retoucher, Freelance

Bronze

Aperitivo Time

Usually, stars in advertising are used to attract attention and to associate a certain lifestyle with a brand. In our case, the arrival of star chef Lorenzo Kogo to Kiev was the key driver of all brand marketing activities.

Lorenzo Kogo became not just the face of the brand and the reason to believe that Martini was compatible with food, but also helped create a system in which each establishment prepared its own snack recipes for Martini & Tonic cocktails. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture.


Agency Name:  Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Contributing Companies:

BAMBUK Design Studio

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Lead, Rockets. Growth R&D

Artem Karelin. Creative Director, Rockets. Growth R&D

Alisa Mikulich, COO, Rockets. Growth R&D

Bronze

How Rebra&Kotlety gastro-bar "hacked" Champions League final

Before Champions League final in Kyiv money became more important than hospitality. Kievers cancelled advance bookings to lease apartments at higher prices, hotels and hostels raised their charges up to 50 times. Bars were ready to work 24 hours so that fans could drink more.

But Rebra&Kotlety gastrobar followed their own path, having turned the bar into a hostel and placed an ad on Airbnb to receive fans for the final night free of charge.

Beds were booked by fans for free within two days and a local bar Rebra&Kotlety became famous:

- 45 free publications in Ukrainian and foreign mass-media;

- 3 tv-channels made stories about hostel-bar.

Which resulted in almost 33 million free contacts and positive image. Thus, a bar from Kyiv hacked Champions League final... at a price of bed linen.


Agency Name:  Saatchi&Saatchi Ukraine

Client Company Name: Gastrobar Rebra&Kotlety

Denis Hanenko, co-founder, Rebra&Kotlety

Alexandra Odegova, co-founder, Rebra&Kotlety

Mariya Mazneva, art-director, Rebra&Kotlety

Kosta Schneider, Creative Director, Saatchi & Saatchi Ukraine

Sergey Beloshitsky, Head of group/Copywriter, Saatchi & Saatchi Ukraine

Oleksiy Tertyshnyk, Art Director, Saatchi & Saatchi Ukraine

Illya Bondar, Art Director, Saatchi & Saatchi Ukraine

Marina Kondriyanenko, Senior Account Manager, Saatchi & Saatchi Ukraine

Dmytro Grushevsky, Business Development Director, Publicis Groupe

Yulia Meduna, PR Coordinator, Publicis Groupe

Finalist

The Opera No One Heard

There is roughly 3 million Ukrainians with hearing impairments of different degree. The majority has no idea about that, though in 60% of cases losing hearing can be prevented by prompt diagnosis. Public organization «Vidchui» wanted to bring to the attention of Ukrainians the need to have their hearing checked. To make people feel what they can lose without checking and taking care of hearing, we took them to the world of absolute silence in the unlikeliest place for it – at the opera.

As a result, project audience’s interest to the problem of checking hearing tripled, the total coverage of the project amounted more than 25 million contacts, with a zero budget for media relations there were more than 300 publications in media, Ukrainian opinion leaders and international organizations told about the action.


Agency Name: Gres Todorchuk PR

Client Company Name: NGO Vidchui

Andriy Pyshnyy, Founder, NGO VIdchui

Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui

Darya Gerasimchuk, Executive Director, NGO VIdchui

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Daria Liubimova, Account Director, Gres Todorchuk PR

Tetiana Maksymova, PR manager, Gres Todorchuk PR

Anastasiia Fed-Titova, PR manager, Gres Todorchuk PR

Mykhailo Kryhel, Editor in Chief, Gres Todorchuk PR

Nina Korobko, Content manager, Gres Todorchuk PR

Short Term Effects
Gold

#SCHOOLmania

1 + 1 channel was weak in new media and in fact did not have a young audience on the air. #SHKOLA was an experiment of the TV channel, with short-term goals, to attract a young audience on the air. During its creation, 1 + 1 did not bet on it, planning in the day slot. But the result exceeded all expectations not only significant over-fulfillment of KPIs declared (the number of subscribers on the page, view on YouTube, large sales of promotional products, but also a general rating on the air, becoming the best serials of the autumn-winter 2017-2018 year.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Finalist

Aperitivo Time

Cocktails Martini & Tonic are advancing 3 months of the summer season. Achieving meaningful business results for a large brand like Martini in such a short time through communication is an achievement. And given the complexity of the implemented campaign, we believe that the project deserves the highest award.

All premium brands of alcohol and cocktails based on them, which are oriented on young people, somehow find themselves on the territory of music and parties. We invited a foreign star to train chefs in 40 "A" establishments to combine food and alcohol, synchronized all activity with a large-scale PR campaign and from the beginning of summer, for 3 months, they sold Martini & Tonic cocktails with various snacks as a single product. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture. So we solved the task of building an association between a Martini & Tonic cocktail and a meal with friends.


Agency Name:  Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Contributing Companies:

BAMBUK Design Studio

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Lead, Rockets. Growth R&D

Artem Karelin. Creative Director, Rockets. Growth R&D

Alisa Mikulich, COO, Rockets. Growth R&D

Finalist

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night.

In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning - free toothbrushes, breakfast and on board!

The correct use of SMM-media, the receipt a big free media coverage, reposts and likes had to become a key to a successful campaign. 


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Bronze

Before And After New Year

Being the biggest player on the market, Nasha Ryaba had never before spoken of itself as a national Ukrainian brand. Maintaining a new association with the brand was dictated by commercial necessity, since rational quality messages were no longer effective.


Agency Name:  Rockets. Growth R&D

Client Company Name: MHP S.A.

Contributing Companies:

Carat

BAMBUK Design Studio

Ivan Filippov, Head of brands management, MHP S.A.

Serhiy Kostya, Head of marketing communications, MHP S.A.

Olha Danylyuk, Marketing communications manager,

Anna Aleksandrova, Бренд менеджер, MHP S.A.

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Leader, Rockets. Growth R&D

Artem Karelin, Creative Director, Rockets. Growth R&D

Alisa Mikulich, СОО, Rockets. Growth R&D

Finalist

Book Forum. Reinvention

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!


Agency Name:  PlusOne

Client Company Name: Publishers’ Forum

Taras Solovei, Creative Director, PlusOne

Nadiia Rokytianska, Project Manager, PlusOne

Volodymyr Khomenko, Cameraman, PlusOne

Marharyta Kleshchaeva, Client Service, PlusOne

Roman Honcharenko, Art Director, Designer, PlusOne

Maria Syvodid, Designer, PlusOne

Oleksandra Karaban, Account Executive, PlusOne

Olga Postushna, Programmer, PlusOne

Maria Samarina, Advertising Manager, PlusOne

Volodymyr Korovko, Director, Cameraman

Finalist

AXA Start the morning properly

When finding an insight for the female audience, the brand AXA showed how to make breakfast not only fast but also correct.

And the right multimedia campaign in the mass media, using close-to-consumer messages, allowed not only to create a hype and raise the KPI of the brand, but also to overcome all the marketing goals which were set.


Agency Name:  Initiative

Client Company Name: Lantmanen AXA

Contributing Companies:

Zenith

Anna Zarytska, Marketing Director, PJSC "Lantmanen AXA"

Iryna Chorna, Brand manager, PJSC "Lantmanen AXA"

Anastasiia Davydenko, Дизайнер, PJSC "Lantmanen AXA"

Yuliia Medvetska, Junior brand manager, PJSC "Lantmanen AXA"

Daryna Pohorila, Digital specialist, П PJSC "Lantmanen AXA"

Serhii Kostin, Managing Director of the agency, Initiative Media

Yuliia Khanina, Media group head, Initiative Media

Kseniia Husak, Advertising planning specialist, Initiative Media

Long-term Effectiveness
Silver

Martini. Reboot.

The launch of the Martini & Tonic cocktail is an example of a consistent 3-year launch of a new alcoholic product on the market through mass events sponsorship.

The usual way: go to the mass advertising on TV, which is limited by law, but gives a wide coverage and cheap cost of contact. The “trimmed” format of inter-program sponsorship prohibits fully displaying the product and talking about its characteristics. You can only communicate the trademark. But for Martini & Tonic, it was the perception of the aging brand Martini that was a key barrier. Therefore, we had to find a new halfway.

Thanks to the strategy “Build knowledge through trial”, the project has become the best-practive not only within the international company Bacardi-Martini, but in the entire category.


Agency Name:  Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Contributing Companies:

BAMBUK Design Studio

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Lead, Rockets. Growth R&D

Artem Karelin, Creative Director, Rockets. Growth R&D

Alisa Mikulich, COO, Rockets. Growth R&D

Bronze

How to become CHEESEreous player

When the market declines, consumption decreases and prices rise, it seems the only way to save volume of production is to find ways to reduce prices and focus on the best-selling products. So does the majority. But KOMO has decided to resist the temptation of short-term results.

In the course of 3 years, through the gradual introduction of marketing and communication strategy, and avoiding prices decline, the brand has not only maintained its position, but also increased sales, developed own range of varieties, strengthened leadership on the shelf of packaged cheeses and significantly strengthened the image.


Agency Name:  THINKMcCANN

Client Company Name: KOMO UKRAINE

Contributing Companies:

Blue 449

Oleh Kinder, Marketing Director, KOMO UKRAINE

Iryna Stopa, Brand Manager, KOMO UKRAINE

Polina Yaremenko, Brand Manager, KOMO UKRAINE

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Dmytro Nisteruk, Creative Group Head, THINKMcCANN

Anna Liubchenko, Art Director, THINKMcCANN

Olha Rozhankivska, Associated Client Service Director, THINKMcCANN

Yuliia Gurenko, Account Director, THINKMcCANN

Olha Garnaga, Account Manager, THINKMcCANN

Finalist

A Confrontation of Worlds

Pepsi stopped chasing traditional family values and declared that they were the choice of a new generation.

As of August 2015, the situation was as follows: Coca-Cola (49.7%) vs. Pepsi (42.8%). Pepsi took that as a challenge. They wanted to become the first market in the region where Pepsi Cola overtook Coca Cola.

We are well aware that, in Ukraine, the traditionalists are in the majority. So we had to change their behavior, forcing them to make a choice in favor of Pepsi in everyday life, during the season and on holidays.

We needed to take the cola market and shake it. That way, bubbles would pour out of the nose of our competitors when they looked at the reports. We had to catch up and overtake a competitor, which meant to grow at least by 10% (average values).

Pepsi decided to inspire people to live how they want, without regard for what's acceptable and while ignoring haters and traditions. We constantly reminded how important each moment of life was: if you live it, you'll be satisfied, and won't worry about what others think of you.

Pepsi aimed to grow at least 10% (average values); it grew by 13.3%! According to the results of 2018: Pepsi - 48.7%, Cola Cola - 46.7% (Volumes YTD'18, January-September). The highest result was in August 2018, Pepsi's share grew by 17.5%: Pepsi - 50.3%, Coca Cola - 44.9%.

Thus, Pepsi became a market leader in Ukraine and the very first market in the EER region, in which Pepsi was able to beat Coca Cola.


Agency Name: BBDO Ukraine

Client Company Name: PepsiCo

Contributing Companies:

COXO

Optimum Media Ukraine

Zhanna Strelnikova, Marketing Manager, PepsiCo

Anze Jereb, Executive Creative Director, BBDO UKRAINE

Denys Keleberdenko, Creative Director, BBDO UKRAINE

Elena Kolesnikova Head of Strategy Department, BBDO UKRAINE

Rostyslav Vyshnevyi, Art-Director, BBDO UKRAINE

Masha Teterin, Head of Branding, BBDO UKRAINE

Dima Kishka, Copywriter, BBDO UKRAINE

Irina Danilevskaya, Client service director, BBDO UKRAINE

Halyna Sokulska, Senior Account manager, BBDO UKRAINE

Olga Savkova, Junior Account manager, BBDO UKRAINE

Ellina Kriachok, Junior Account manager, BBDO UKRAINE

Alexsandra Guliai, Producer, BBDO UKRAINE

Silver

How Garage revived a non-trendy category and became its leader

This case about how Garage in 3 years revived the non-trendy category of beermixes, strengthened its leadership position and made it interesting for the young audience.


Agency Name: THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Initiative Media

Iryna Kachura, VP Marketing, Carlsberg Ukraine

Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine

Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine

Vitaliy Besedin, Brand Manager, Carlsberg Ukraine

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Mariia Sheremet, Designer, THINKMcCANN

Olga Kutuzova, Associated Client Service Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

Finalist

Huggies. born for hugs 2018

In 2015 Huggies decided to step aside from the communicational race against Pampers, which was based on product advantages. Instead, the brand started building trust relationship with consumers, speaking about emotional values of Huggies: the power of Hugs.
The brand focused its efforts on the POME subcategory, because the first embraces are the most important and memorable. To convince the Ukrainians of the healing power of hugs to change lives, the brand decided to bring embraces to those who were deprived of them: babies left without mothers and prematurely born babies.
As a result of several emotional campaigns the brand gave hugs to hundreds of babies, and the Ukrainians acknowledged Huggies as #1 brand in Ukraine.


Agency Name:  ISD Group

Client Company Name: Kimberly-Clark

Contributing Companies:

Hashtag

DIEVO agency

OSDirect

Nataliya Tachinskaya, Creative director, Art director,ISD Group

Yuliia Ovcharenko, Copywriter, ISD Group

Nadia Lugowska, Designer, ISD Group

Mickael Traverse, Strategic director, ISD Group

Oksana Shevchuk, Account manager, ISD Group

Finalist

KOMOn to the processed cheese market!

What would you do if you are a leader on the market of hard cheeses, but among the processed ones you are pulling up the rear? You will launch a product with unique flavors and even take a typical product benefit and turn it into your own USP. In three years the brand shook up all the category, attracted new consumers and became the third on the market, having increased its share by 7.5 times.


Agency Name:  THINKMcCANN

Client Company Name: KOMO UKRAINE

Contributing Companies:

Blue 449

Oleh Kinder, Marketing Director, KOMO UKRAINE

Tetiana Kucheruk, Brand Manager, KOMO UKRAINE

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Dmytro Nisteruk, Creative Group Head, THINKMcCANN

Anna Liubchenko, Art Director, THINKMcCANN

Olha Rozhankivska, Associated Client Service Director, THINKMcCANN

Yuliia Gurenko, Account Director, THINKMcCANN

Olha Garnaga, Junior Account Manager, THINKMcCANN

Loyalty
Silver

#FairBnB

In the period of the usual outflow of clients, pub Beer Point had to find the most loyal to the pub culture audience and work with it.

The beginning og the summer outflow coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 for a night.

In response to the greedy hotels Beer Point decided to work all night long to host the foreign fans. We created an event on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer and celebrate the victory of the beloved team all night. In the morning free toothbrushes, breakfast and on board!


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Experiential Marketing
Silver

Let’s PUMB, PUMB, PUMB!

How can FUIB Bank win the hearts and wallets of the young audience by providing them with a new card product experience?

The Bank staked on the real benefits, helping young people to solve their actual problems at musical festivals. They go there for positive emotions, but they should spend a lot of time on things they do not get pleasure from (queues at the entrance and at the bar, loss of money, rest, tip, etc.). Festival card from FUIB became a ticket to the world of only bright and positive emotions. The Bank developed for them a new unique product, the first Ukrainian Festival Card, which gives everything and at once, maximum benefits, and showed the best customer experience. That brought significant results for the brand. Let's PUMB, PUMB, PUMB!


Agency Name:  TWIGA UKRAINE

Client Company Name: FUIB

Contributing Companies:

TWIGA’GO!

Lovi Video

Media First Ukraine

Nataliya Demydenko, Head of Marketing Communications & Brand Management, FUIB

Lyudmyla Kuzina, Marketing Communications Manager, FUIB

Iryna Kishchenko, Marketing Communications Manager, FUIB

Dmitro Polishuk, Head of Retail Products, FUIB

Anna Lebedeva, Executive Director, TWIGA Idea

Svitlana Gukova, Operations Director, TWIGA’GO!

Alena Andrievskaya, Сlient Service Director, TWIGA’GO!

Yulia Laktina, Senior Account Manager, TWIGA’GO!

Andrey Provotar, Creative Director, Lovi Video

Mikael Karapetian, Creative Head, TWIGA Ukraine

Finalist

Aperitivo Time

Usually, stars in advertising are used to attract attention and to associate a certain lifestyle with a brand. In our case, the arrival of star chef Lorenzo Kogo to Kiev was the key driver of all brand marketing activities.

Lorenzo Kogo became not just the face of the brand and the reason to believe that Martini was compatible with food, but also helped create a system in which each establishment prepared its own snack recipes for Martini & Tonic cocktails. Thanks to the individual approach of different establishments to snacks, we made it clear to people that Aperitivo Time is not just the same promotional offer “everywhere and for everyone”, but a whole culture.


Agency Name:  Rockets. Growth R&D

Client Company Name: Bacardi-Martini Ukraine

Contributing Companies:

BAMBUK Design Studio

Olga Polischuk, Marketing Manager, Bacardi Martini Ukraine

Anna Gavrylova, Brand Manager, Bacardi Martini Ukraine

Anastasiya Yershova, Junior Brand Manager, Bacardi Martini Ukraine

Serhiy Ostapchuk, On-Trade Manager, Bacardi Martini Ukraine

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Lead, Rockets. Growth R&D

Artem Karelin. Creative Director, Rockets. Growth R&D

Alisa Mikulich, COO, Rockets. Growth R&D

Finalist

Give the fire on the festival

To increase the yield of pickled meat, "Apetytna" packaging was grown from 1 kg to 1.4 kg. Because of this, the price per SKU rised by 68%. This reduces the attractiveness of the product for the current audience: men 30+ years. For older men, marinating meat is an important ritual. While young people go on a picnic spontaneously and more willingly pay for a ready-made solution.

"Apetytna" becomes youth and offers to give fire.

Previously, "Apetytna" promoted through direct advertising focused on the process ("And who marinates meat?"), But now the focus is on quick results ("Fire!") And fun under the open sky.


Agency Name:  Rockets. Growth R&D

Client Company Name: MHP S.A.

Contributing Companies:

Carat

BAMBUK Design Studio

Ivan Filippov, Head of brands management, MHP S.A.

Serhiy Kostya, Head of marketing communications, MHP S.A.

Olha Danylyuk, Marketing communications manager

Anna Aleksandrova, Brand manager, MHP S.A.

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Leader, Rockets. Growth R&D

Artem Karelin, Creative Director, Rockets. Growth R&D

Alisa Mikulich, СОО, Rockets. Growth R&D

Business Challenge/David vs. Goliath
Bronze

#SCHOOLmania

Channel 1 + 1 was traditionally weak in new media and in fact did not have a young audience on the air. The series #SHKOLA, which was originally created for adults, after focus groups showed that it can also work for a young audience. We understood that the main desire of youngsters to be popular, visible, appreciated. Therefore, we created Top.school, a platform where every student can feel you celebrity - # SCHOOL - creating celebrities. Daily!

We managed to create an unprecedented ecosystem that worked in a bundle of broadcast-online-offline and in 1 month to become the top-rated series this season.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Single Communication Channel
Silver

#MoneyCanChallenge

People like it when their good deeds are recognized by others and they hate it, when their intentions are misunderstood. So together with charity fund Tabletochki we presented people with #MoneyCanChallenge – an entertaining way to publicly state your social awareness without being criticized. By doing so we managed to gather 400K hrn for charity needs and gain 20 000 000 people coverage on zero budget.


Agency Name:  Leo Burnett Ukraine

Client Company Name: Tabletochki

Svitlana Zagidko, Managing Director, Leo Burnett Ukraine

Anatoliy Davydov, Creative Director, Leo Burnett Ukraine

Vlad Minchev, Copywriter, Leo Burnett Ukraine

Anna Rozum, Designer, Leo Burnett Ukraine

Olga Kudinenko, Founder, Tabletochki Fund

Svitlana Pugach, Executive director, Tabletochki Fund

Tetyana Rodnina, Fundraising director, Tabletochki Fund

Anna Iurovytska, Communication manager, Tabletochki Fund

Olga Mazur, Communication&PR team leader, Tabletochki Fund

Finalist

Electrolux Ultra Silencer

How to turn a lack of competitors into an advantage for your brand? Just think outside the box!

Did you know that the quiet Electrolux UltraSilencer Zen vacuum cleaner can not only perfectly clean the apartment, but also help young children to fall asleep? It is on this insight that we built a digital campaign with a promo site, video, bloggers and social media activities.

Such a non-standard advantage for a vacuum cleaner, like the silence of work, could conquer the hearts of very demanding Central Asia - mothers with small children.

Thus, we managed using only one communication channel to increase the number of sales in the segment of quiet vacuum cleaners, despite the fact that this product is one of the most expensive in the category.


Agency Name: POSTMEN DA

Client Company Name: Electrolux

Yaroslav Vedmid, CEO, Postmen DA

Olga Mykhalets, Producer, Postmen DA

Sergey Kolesnikov, Account Manager, Postmen DA

Denis Seleznev, Film director, Postmen DA

Igor Bondarenko, Sound designer, Postmen DA

Ekaterina Beloblovskaya, Marketing/TMO Manager Ukraine and Caucasus, Electrolux

Oleksandr Medvediev, Digital Marketing Manager, Electrolux

Bronze

A story of viral contamination with Colorista

Hair colors of bright unnatural shades are considered as the niche product for nonconformists, but at the same time they attract “good girls”, since the spirit of rebel lives in each of them.

How could Colorista encourage young people for the first coloring, overcoming the fear of unpleasant consequences?

We refused of rational motivation in favor of inspiring emotions. Be bold, be different, and show yourself in colorful hair. Colorista is not an ordinary hair color, but the hair makeup, so you can quickly turn back to your natural color or change the shade. Our appeal was heard, and the virus of colorful hair spread all over Ukraine rapidly, causing a boom in social networks.


Agency Name:  THINKMcCANN

Client Company Name: L’Oréal Ukraine

Contributing Companies:

Zenith Ukraine

Volta One

TV-lab

Adam Nitetski, General Manager, L’Oréal Ukraine

Anna Kozlova, Marketing Director, L’Oréal Ukraine

Yuliia Malichenko, Marketing Director, L’Oréal Ukraine

Alina Kobets, Digital Manager, L’Oréal Ukraine

Anna Bilogortseva, Group product manager, L’Oréal Ukraine

Oleksandra Mistulova, Junior product manager, L’Oréal Ukraine

Yuliia Gurenko, Account Director, THINKMcCANN

Anastasiia Dolinenko, Art Director, THINKMcCANN

Kateryna Goryslavets, Copywriter, THINKMcCANN

Olena Lozenko, Head of Direction, Zenith

Finalist

The theory of large numbers

Tantum Verde is an expensive Italian remedy for sore throat. After a significant UAH devaluation in 2014 the consumer was forced to save its money and began to choose cheaper medicines. It has had a very negative impact on Tantum Verde, since it was the most expensive product in the category. Its price was 2.5 times higher than the average on the market. Therefore, product sales collapsed almost 2 times.

The new brand communication confirmed by millions of people around the world has given the consumer compelling reason to choose the product.

As a result, Tantum Verde showed the highest growth in sales both by packages and money among its competitors and became the market leader by the end of advertising campaign.


Agency Name:  Media First Ukraine

Client Company Name: DILEO Farma Ukraine

Contributing Companies:

MedInform Ukraine

Lovivideo

TWIGA Ukraine

Dmytro Mosharov, Media Director, Media First Ukraine

Anna Ostapenko, Strategic Planner, Media First Ukraine

Anton Bogushev, Senior Strategic Planner, Media First Ukraine

Olena Samoylenko, Managing Director, MedInform Ukraine

Iryna Prokhorenko, Account Manager, MedInform Ukraine

Vladlen Cherniy, General Manager, DILEO Farma Ukraine

Olena Savenyuk, Product Manager, DILEO Farma Ukraine

Eugene Kurtev, Chief Strategic Officer, TWIGA Ukraine

Svetlana Stepanenko, CEO, TWIGA Ukraine

Andrii Provotar, Creative Director, Lovi Video

Sponsorship
Bronze

SPONSORSHIP AS A KEY HERO FOR MARKET GROWTH

With the help of Sponsorship activation MultiOven category started growing in Ukraine. Campaign effectiveness was almost 3 times higher than during TV activation, while the cost went yo to 2 times lower.

Philips has grown Value Market share in all segments on Kitchen Appliances category, due to building brand positioning in the category through expertise in Healthy Nutrition. That has generated impact on brand loyalty in other segments of Kitchen Appliances.


Agency Name:  Carat Ukraine

Client Company Name: Philips Ukraine

Contributing Companies:

Isobar Ukraine

Natalia Paliy, Head of marketing, Philips Ukraine

Nika Kirienko, Marketing Manager Kitchen Appliance, Philips Ukraine

Ivanna Genyk, Trade Shopper Marketing Specialist, Philips Ukraine

Ivanna Berezhanska, Head of Trade Marketing Department, Philips Ukraine

Elena Provotorova, Group Account Director, Carat Ukraine

Toma Kiziriia, Ecosystems Architect, Carat Ukraine

Veronika Goncharova, Media Activation Manager, Carat Ukraine

Anastasiia Yogan, Account Manager, Isobar Ukraine

Seasonal Marketing
Silver

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night.

Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Finalist

SEASON OF HOT POTAGE SOUPS

Total universal seasonings market has declined by more than one third over the past 3 years.The main occasion for seasoning consumption is a traditional soup in the cold season that is losing popularity. If without soup you can easily live in the hot season, then with the onset of cold weather, our body requires a warming and nourishing first. Torchyn opens the season of hot potage soups: we have driven Torchyn Seasoning “10 Vegetables” consumption through the cooking of hot cream soups gaining popularity - cream cheese, french onion, gazpacho and pumpkin soups. For the first time in 3 years of fall trend, the brand showed a positive growth trend in sales at the end of the season, increasing both the repurchase and the trial.


Agency Name:  THINKMcCANN

Client Company Name: Nestle Ukraine

Contributing Companies:

Zenith

Anastasiia Zhurakovska, Account Director, THINKMcCANN

Liudmyla Lavreniuk, Senior Account Manager, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Viktor Vysotskiy, Creative Group Head, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Nataliia Shendryk, Senior Brand Manager, Nestle Ukraine

Liudmyla Shabelnyk, Brand Manager, Nestle Ukraine

Kateryna Miliukova, Junior Brand Manager, Nestle Ukraine

Tetiana Sviatenko, Communication & Marketing Excellence Director, Nestle Ukraine

Olena Kharytonova, Business Executive Officer BU Culinary, Nestle Ukraine

Finalist

Beer climate change

The case shows how brand communication can neutralize the influence of the weather that had negative influence on beer consumption in the past. The brand managed to make a cold and rainy May hot in terms of salesThe case shows how brand communication can neutralize the influence of the weather that had negative influence on beer consumption in the past. The brand managed to make a cold and rainy May hot in terms of sales


Agency Name:  THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Adsapience

OMD Media Direction

Yevgeny Kaminsky, Creative Director, THINKMcCANN

Julia Storchak, Leader of the creative group, THINKMcCANN

Svetlana Polohailo, Senior art director, THINKMcCANN

Olga Kutuzova, Group account manager, THINKMcCANN

Victor Ilin, Account Manager, THINKMcCANN

Taras Makupurra, Marketing Manager, Carlsberg Ukraine

Andriy Otroshchenko, Marketing Director, Carlsberg Ukraine

Anton Panasenko, Brand Manager, Carlsberg Ukraine

Catherine Chmil, Brand Manager, Carlsberg Ukraine

Olga Radchenko, Trademark Specialist, Carlsberg Ukraine

Corporate Reputation
Gold

The Ideas People

«The Ideas Pdeas» is a large-scale project of 1+1 media staff that is being implemented as part of the brand's renewal of the group's employer and consists of a series of interviews, photo reportages and special events. Over the course of 10 months, the campaign has been able to tell the story of 90 employees whose professions have been given unique nymphs. A photo of 12 colleagues-winners of the internal voting was on billboards in the center of the capital, and in June 2018 the first #festivalPeopleItook place, which gathered 1000 guests. Coverage of materials #TheIdeasPeople in social networks reach over 600,000, and the number of preferences is more than 100,000. This is the first project in the media area of ​​Ukraine that opens up all the tricks of the television.


Agency Name:  1+1 media

Contributing Companies:

Custom Lab

ekonomika+

Svitlana Paveletska, Director of Marketing Communications, 1+1 media

Tetiana Tregobchuk, Head of corporate communications department, 1+1 media

Yana Liakhovych, Head of Internal Communications, 1+1 media

Tetiana Syerova, PR-Specialist, 1+1 media

Oleksiy Ankhimov, Senior Photographer, 1+1 media

Ivan Arzhanov, Designer, 1+1 media

Olga Kuzmuk, Designer, 1+1 media

Inna Gasiak, Digital-PR Manager, 1+1 media

Irina Rubis, CEO, Ekonomika+

Roman Sulima, CEO, CustomLAB

Finalist

MHP Start. Employer’s brand for new specialists

MHP is one of the largest employers in Ukraine and requires more and more young specialists each year. However, they are in no hurry to choose the agricultural sector as their future career – they consider it not prestigious and promising enough, plus MHP as an employer is not attractive enough for them. Well, what can we do about it? We can improve its brand as an employer with the help of the MHP START program, which will lead young people toward a big goal – to feed the world together. The main idea was given form in a video manifesto, which became a source of content for online and offline channels. Since the launch of the campaign, MHP’s recognition as an employer among young specialists has increased by 48%.


Agency Name:  Grape Digital

Client Company Name: Myronivsky Hliboproduct

Ksenia Prozhogina, HR & Communications Director, Myronivsky Hliboproduct

Kateryna Korchenko, Head of Internal and External Communications, Myronivsky Hliboproduct

Elena Salivon, Chief Operating Officer, Grape

Yuriy Gladky, CEO, Grape

Oksana Denga, Creative Group Head, Grape

Natalia Tsvietkova, Senior Copywriter, Grape

Andriy Mishenko, Art Director, Grape

Ksenia Sokur, Business Development Director, Grape

Elena Holovatyuk, Strategist, Grape

Roman Gadzhimuradov, Production Director, Grape

Youth Marketing
Silver

Anti-compote from anti-granny

This case shows how the Garage brand managed to launch the novelty, Garage Granny’s Anti-compote, protected from competitor copies, and recruit the young audience to its consumer profile.


Agency Name: THINKMcCANN

Client Company Name: Carlsberg Ukraine

Contributing Companies:

Initiative Media

Iryna Kachura, VP Marketing, Carlsberg Ukraine

Dmitriy Pilipenko, Senior Brand Manager, Carlsberg Ukraine

Yulia Chaikovska, Senior Brand Manager, Carlsberg Ukraine

Vitaliy Besedin, Brand Manager, Carlsberg Ukraine

Yevhen Kaminskyi, Creative Director, THINKMcCANN

Olena Gnucheva, Creative Group Head, THINKMcCANN

Oksana Kapranova, Senior Art Director, THINKMcCANN

Mariia Sheremet, Designer, THINKMcCANN

Olga Kutuzova, Associated Client Service Director, THINKMcCANN

Alena Tkachuk, Senior Account Manager, THINKMcCANN

Finalist

Give the fire

To increase the yield of pickled meat, "Apetytna" packaging was grown from 1 kg to 1.4 kg. Because of this, the price per SKU rised by 68%. This reduces the attractiveness of the product for the current audience: men 30+ years. For older men, marinating meat is an important ritual. While young people go on a picnic spontaneously and more willingly pay for a ready-made solution.

"Apetytna" becomes youth and offers to give fire.

Previously, "Apetytna" promoted through direct advertising focused on the process ("And who marinates meat?"), But now the focus is on quick results ("Fire!") And fun under the open sky.


Agency Name:  Rockets. Growth R&D

Client Company Name: MHP S.A.

Contributing Companies:

Carat

BAMBUK Design Studio

Ivan Filippov, Head of brands management, MHP S.A.

Serhiy Kostya, Head of marketing communications, MHP S.A.

Olha Danylyuk, Marketing communications manager

Anna Aleksandrova, Brand manager, MHP S.A.

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Leader, Rockets. Growth R&D

Artem Karelin, Creative Director, Rockets. Growth R&D

Alisa Mikulich, СОО, Rockets. Growth R&D

Finalist

The BASE Kyiv

Champions League Final taking place in Kyiv caused brand activities by lots of companies even ones not related to sport. adidas as event sponsor had to represent itself with something valuable and be perceived as football events partner. Teenager tournament planed by brand grew up into the football space The BASE Kyiv construction with 6000 m2 space and 10-day long program with professionals and beginner players involved. 5500 athletes got conditions for training, competitions and meetings, and adidas project stood out of the other sponsors presentations.


Agency Name: DTF Agency

Client Company Name: adidas

Dmytro Sobol, Team leader, DTF Agency

Taras Evtushenko, CEO, DTF Agency

Ivan Sutiagin, Technical crew coordinator, DTF Agency

Olexandra Buniuk, Location manager and communication with participants, DTF Agency

Yuliia Sosnovska, Communication manager, DTF Agency

Maksim Tarhov, Art-director, DTF Agency

Olexander Kovalenko, Head of SMM, DTF Agency

Andriy Riabets, Senior specialist Sport Marketing, adidas

Yuliia Kuzmenko, Marketing manager, adidas

Anastasia Nikolaychuk, Junior brand-manager, adidas

Finalist

Your burger - your rules

“Torchyn” market share was significantly declining in the category of ready to eat sauces. To regain its position brand launched a new product being on the burger trend. It was a special "Burger Sauce". By communication, we explained that only due to a special sauce any quite unusual combination of ingredients turns into the true tasty burger. As a result: the over-fulfillment of the sales plan, TOP-3 position in the “Torchyn” portfolio and the TOP-1 among the sales of all new products in the category of ready to eat sauces among competitors in the past 3 years.


Agency Name: Publicis Ukraine

Client Company Name: Nestle Ukraine

Contributing Companies:

Zenith

Olena Ivaschenko, Group brand manager of cold sauces category, Nestle

Kateryna Sigeti, Brand manager of mayonnaise, ready-to-eat sauces and dressings categories, Nestle

Ivanna Skulska-Lowe, Director, Publicis

Lidiya Babyak, Group account director, Publicis

Maksym Podolianyuk, Creative director, Publicis

Oleg Boroday, Senior copywriter, Publicis

Ekateryna Pervukhina, Operational Excellence Director, Zenith

Olena Shutuk, Strategic Lead, Zenith

Maria Lukash, Head of direction, Zenith

Evgeniy Tsyvun, Media Planner, Zenith

Bronze

Durnev watches stories (how it all began)

To convey the essence of the brand, “Reveal your wild nature”, we decided to combine all the trends, formats, and activities that are currently popular among the brand's TA: bloggers, Versus battles, cosplay, video games and hate watching.

In the center of communication, there was a promotional website styled like a fighting game, where we published the videos with our two heroes, wildDurnev and wildMurafa.

For a month, users came up with challenges for them–of any degree of strangeness, complexity, and improbability. Every week, each hero got one task from the list made by the TA.

The “Durnev watches stories” meme appeared during our project and instantly turned into a popular YouTube show.


Agency Name:  Havas Digital Kiev

Client Company Name: Nestle Ukraine

Contributing Companies:

Zenith the ROI Agency

Denis Logvinenko, CEO, Havas Digital Kiev

Olexii Morozov, Creative Director, Havas Digital Kiev

Anastasia Kunts, Art Director, Havas Digital Kiev

Inna Mazura, Senior Copywriter, Havas Digital Kiev

Elena Nekrasova, Senior Account Manager, Havas Digital Kiev

Valeriy Artyukhov, Project Manager, Havas Digital Kiev

Iryna Liashevych, Brand Manager, Nestle Ukraine

Anna Snigur, Group Brand Manager, Nestle Ukraine

Yulia Lytvynenko, Media Director, Zenith the ROI Agency

Finalist

#SCHOOLmania

Channel 1 + 1 was traditionally weak in new media and in fact did not have a young audience on the air. The series #SHKOLA, which was originally created for adults, after focus groups showed that it can also work for a young audience. We understood that the main desire of youngsters to be popular, visible, appreciated. Therefore, we created Top.school, a platform where every student can feel you celebrity - # SCHOOL - creating celebrities. Daily!

We managed to create an unprecedented ecosystem that worked in a bundle of broadcast-online-offline and in 1 month to become the top-rated series this season.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Finalist

Pit Bull Battle V

The idea of ​​creating an online rap platform, built on the insights of the target audience, a new market format for implementation with the use of live battles and star judges, effectively planned cross-media support with a focus in the digital, which gave a mega-push organic traffic in social networks of the brand, support for a limited special product series - all this has led to the protection of the market share of Pit Bull, has allowed him to survive in the face of aggressive actions of competitors.

Through the Pit Bull Battle platform, the youth showed themselves, expressed their thoughts, and it built a strong link between the brand and the audience. We have reached their trust, and as a result, high loyalty.

The most important indicator was the fact that, due to the campaign, we not only saved the market share in conditions of aggressive competition, but also grew in it (from 20% to 21%)


Agency Name:  #ODDEE

Client Company Name: New Products Group

Contributing Companies:

Dentsu Media

Boris Tkachev, Director of Research & Strategy, New Products Group 

Elena Selutina, Director of Corporate Communications & PR, New Products Group 

Gennady Dovgan, Marketing director, New Products Group 

Elena Chuvakina, Team leader Brand managers, New Products Group 

Alina Tsyganok, Creative director, ODDEE

Ivan Bazar, CEO, ODDEE

Juliya Chiz, Brand manager Pit Bull Energy, New Products Group 

Branded content & Branded Utility
Gold

#SCHOOLmania

Channel 1 + 1 was traditionally weak in new media and in fact did not have a young audience on the air. The series # SCHOOL, which was originally created for adults, after focus groups showed that it can also work for a young audience. We understood that the main desire of youngsters to be popular, visible, appreciated. Therefore, we created Top.school, a platform where every student can feel you celebrity - # SCHOOL - creating celebrities. Daily!

We managed to create an unprecedented ecosystem that worked in a bundle of broadcast-online-offline and in 1 month to become the top-rated series this season.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Finalist

Huggies Club YouTube community

Huggies Club is a YouTube community that is continually filled with branded video content for pregnant women and moms. Due to experts, popular bloggers and notable parents, women can get useful information, be inspired by interesting examples of effective parenthood and have access to answers to many questions in one place.

Content topics are selected at the intersection of brand positioning and audience interests.

Covering 18% of the YouTube Target audience, Huggies Club channel has become one of the top-notch channels for moms and pregnant women (second after Dr. Komarovskyy channel), contributing significantly in keeping brand market positions.


Agency Name:  U.N.C.L.E.

Client Company Name: Kimberly-Clark

Nataliia Onyshchenko, Digital manager Ukraine and Central Europe, LLC «Kimberly-Clark Ukraine»

Anastasiya Gorishnyakova, Marketing Director Ukraine and Central Europe, LLC «Kimberly-Clark Ukraine»

Olena Echkenko, Brand manager, LLC «Kimberly-Clark Ukraine»

Andrey Zubenko, CEO, U.N.C.L.E.

Victor Naumkin, CDO, U.N.C.L.E.

Native advertising
Finalist

#FairBnB

The beginning of the summer outflow of customers from the pub coincided with the Champions League Final in Kyiv. In anticipation of the match the greedy Kyiv hotels increased the rent prices up to $3000 a night.

Without having a big budget for advertising, the pub didn't just try to survive in the summer period, but also tried to resist the greedy hotels. Beer Point decided to work all night long to host the foreign fans. We created an invent on Facebook - #FairBnB - Fair Beer and Breakfast. Everyone could drink beer in the pub all night long and celebrate the victory of the beloved team. In the morning free toothbrushes, breakfast and on board!


Agency Name:  Kinograf

Client Company Name: Beer Point

Andriy Fesenko, CEO/Owner, Beer Point

Vitaliy Kokoshko, CEO/Owner, Kinograf

Oleh Kyselitsia, Creative Director, Kinograf

Olga Kokoshko, Strategic Director, Kinograf

Oleksandr Titarchuk, Copywriter, Kinograf

Bogdana Zayets, Copywriter, Kinograf

Anastasiia Zakharova, Copywriter, Kinograf

Daniil Tkachenko, Copywriter, Kinograf

Dmytro Humenuk, Art Director, Kinograf

Olena Sidko, Designer, Kinograf

Finalist

E-katalog. How to make someone`s content to work for you

People do not like advertising, they like to watch the stories of other people, their idols.

And new idols are no longer rock stars and movie actors, it's bloggers. And we decided to become part of their stories. Without using traditional media, the E-katalog has been integrated into more than 2,500 blogger stories.

And thus E-katalog has been able to show that new channels of communication are more effective than others. As result we showed the highest growth in the category of + 462%


Agency Name:  Black Box

Client Company Name: NADAVI TRADE SYSTEM

Dmytro Shvets, Co-founder, Black Box

Yevgeny Minka, Co-founder, Black Box

Alexander Malinovsky, Co-founder, Black Box

Vladislav Savytskyi, Head of YouTube, Black Box

Anatoly Skripnyak, Founder, E-katalog

Finalist

How to overtake the growth of the market ten times, endangering the product ten times?

The new brand of speakers is entering the market when one giant monopolist dominates and distribution opportunities are critically limited.

When introducing the Ultimate Ears brand to the market, we needed extraordinary creative idea to  break into the lives of consumers. The #TestTheSound idea allowed us to do this.

As a result, we spent 10% of the value of one speaker on its sale. The campaign lasted less than two months, but made the brand “talkable,” thanks to which in less than six months, the brand occupied almost 2% of the market.


Agency Name:  Havas Digital Kiev

Client Company Name: ASBIS Ukraine

Denis Logvinenko, CEO,

Olexii Morozov, Creative Director

Yulia Borgulenko, Senior Copywriter

Elena Nekrasova, Senior Account Manager

Valeriy Artyukhov, Project Manager

Tatyana YatsenkoMarketing Director, ASBIS Ukraine

Maryna Lozovytska, Channel Marketing Manager Logitech UA, ASBIS Ukraine

Celebrity Sells
Gold

The very same feeling when you're with Pure the coolest one

This is a story about how we succeeded in finding a touch point with the most difficult and inapprehensible audience for all marketers - the Z generation. Against the backdrop of a growing market, a strong competitor and a falling share of Garnier Pure, we were able to succeed.

Our decision, on the one hand, was obvious - to choose the brand ambassador. But on the other hand, not everyone is able to find the right one. The one to whom teenagers could look up to and was interesting to watch.

We chose Open Kids and did not lose out. Business results and increased attention to communication with girls from the music band serves as evidence.

Now our audience feels that with Pure they are the coolest ones!


Agency Name:  Zenith

Client Company Name: L’Oreal Ukraine

Contributing Companies:

tvlab

Tetiana Boiar, Group Brand Manager, L’Oreal Ukraine

Ksenia Solomko, Brand Manager, L’Oreal Ukraine

 Katerina Mingazirova, Director, tvlab

 Victoria Zaliznyuk, Producer, tvlab

 Maryna Grygorenko, Managing Director, Zenith

Evgeniya Shcherban, Account Group Head, Zenith

Olena Lozenko, Head of direction, Zenith

Mariia Velychko, Strategy Director, Zenith

Bronze

Celebrity Alphabet

250 000 Ukrainians speak sign language, it’s the 5th spread language in the country; but people without hearing impairments almost never learn sign language, so ¼ million of Ukrainians feel isolated from the society. NGO  «Vidchui» wanted to encourage Ukrainians to learn sign language and created “Celebrity Alphabet”. In the photoproject  popular Ukrainian celebrities show 33 letters of Ukrainian sign alphabet.

All Ukrainian schools – about 16 thousand – received «Celebrity Alphabet», so more than 4 million children can now learn sign language. Also «Vidchui» and Minister for Education and Science Liliya Hrynevych signed a memorandum of cooperation in developing inclusive society and popularizing sign language learning.


Agency Name:  Gres Todorchuk PR

Client Company Name: NGO Vidchui

Andriy Pyshnyy, Founder, NGO VIdchui

Liudmyla Pyshna, Head of Charity Fund «Vidchui», NGO VIdchui

Darya Gerasimchuk, Executive Director, NGO VIdchui

Yaroslava Gres, CEO, Gres Todorchuk PR

Oleksandr Todorchuk, Creative Director, Gres Todorchuk PR

Daria Liubimova, Account Director, Gres Todorchuk PR

Anastasiia Fed-Titova, PR manager, Gres Todorchuk PR

Dmytro Peretrutov, Photographer, Freelance

Serhii Sofin, Designer, Gres Todorchuk PR

Dmytro Polishchuk, Digital Photo Retoucher, Freelance

Bronze

In Sport We Trust

Who will show better than anyone that sport brings satisfaction, gives strength, and leads to success?

Of course, the athletes who have achieved the highest results! The right choice of brand ambassadors is the key to the success of the entire campaign. The choice of the athletes, personal attributes of perception have exactly coincided with the "Morshynska Sport" brand attributes have yielded results that exceeded all expectations.

The brand has become an inspiration to action, modern, fashionable, and relevant!


Agency Name: YOUNG & RUBICAM UKRAINE

Client Company Name: IDS Borjomi Ukraine

Nataliia Revika, Marketing Director «IDS Borjomi Ukraine», «IDS Borjomi Ukraine»

Iryna Lopot, Маrketing Manager «Morshynska», «IDS Borjomi Ukraine»

Vira Stroieva, Brand Manager «Morshynska», «IDS Borjomi Ukraine»

Evgeniia Mykhailenko, Brand Manager «Morshynska», «IDS Borjomi Ukraine»

Maryna Solovyova, Head of Communications «IDS Borjomi Ukraine», «IDS Borjomi Ukraine»

Dmitriy Barsukov, CEO/Creative Director, LLC YOUNG AND RUBICAM

Anna Kostylova, Associate Creative Director, LLC YOUNG AND RUBICAM

Nataliya Gromova, Chief Art Director, LLC YOUNG AND RUBICAM

Natalia Shatokhina, Account Director, LLC YOUNG AND RUBICAM

Aleksey Olefir, Producer, LLC YOUNG AND RUBICAM

Silver

How the Bald one earned a spot on the couch

Parimatch faced a problem - the potential for growth was limited by category penetration (<10% TA), which was caused by negative bookmaking perception in the CIS.

It was possible to ensure the business growth indicators by changing the attitude to bookmaking and expanding the TA.

Using non-standard sitcom format with TOP national stars of Kvartal 95 and multi-channel approach we presented Parimatch and betting to the masses as a harmonious part of the modern lifestyle and family comfort of Ukrainians.

Results compared to last year:

+ 135% of new customers

+ 82% profit


Agency Name: Digital Choo Marketing Agency

Client Company Name: Parimatch

Ilya Kurochkin, Marketing director Parimatch
Natali Gilevych, Head of Acquisition UA Marketing department Parimatch Parimatch
Iryna Kurochkina, CEO Digital Choo
Volodymyr Kobets, Сreative director Digital Choo
Olga Pozharska, Art Director Digital Choo
Yevhen Shuklin, Art Director Digital Choo
Anastasiia Kovalenko, Сopywriter Digital Choo
Oleg Profatylo, Head  of Strategy Department Digital Choo
Nataliya Streltsova, Senior Account Manager Digital Choo
Liudmyla Milenina, Head  of Digital Department Digital Choo
 

Bronze

HOW TO TRIPLE DIGIT ROI

Philips Ukraine had a disappointing New Year campaign for photoepilator Lumea in 2016 but still believed enough in the product to try one more time. This didn’t mean that we had more money to try – actually, we had even less of them. Which called for unexpected solutions.

For the first time in Philips Ukraine history we fought for our right to switch all the global materials with a local Star, understanding, that such a complex product as photoepilator calls for a hero our audience can connect to.

We got the permition and we made sure our audience learned about Lumea new face through more intimate materials that just through TVCs.

The results were overwhelming, we reached 235% of ROI while actually spending even less on this campaign, than we did in previous year (considering the inflation between 2016 and 2017 it is even more impressive).


Agency Name:  Carat Ukraine

Client Company Name: Philips Ukraine

Contributing Companies:

Isobar Ukraine

Dentsu

Natalia Paliy, Head of marketing, Philips Ukraine

Oksana Slusarchuk, Business Marketing Manager, Personal Care, Philips Ukraine

Marina Shcherbyna, Marketing Specialist Beauty, Philips Ukraine

Oksana Baliasnikova, PR Manager, Philips Ukraine

Elena Provotorova, Group Account Director, Carat Ukraine

Toma Kiziriia, Ecosystems Architect, Carat Ukraine

Dmitriy Nedobiychuk, Media Activation Manager, Carat Ukraine

Nataliia Kramarenko, Account Manager, Carat Ukraine

Anastasiia Yogan, Account Manager, Isobar Ukraine

Finalist

"To the legendary Final with the legendary Sasho "

Due to engagement of A. Shovkovskiy as brand ambassador we managed to to maximize usage if sponsorship actives, significantly grow card usage and strengthen territory of football for brand


Agency Name: THINKMcCANN

Client Company Name: Mastercard-Ukraine

Contributing Companies:

Aimbulance

Be—it Agency

Сarat Ukraine

Adsapience

Alla Zagorodnia, Head of Account, THINKMcCANN

Anna Pastovenska, Account Executive, THINKMcCANN

Viktor Vysotskiy, Creative Group Head, THINKMcCANN

Igor Kuzibekov, Art Director, THINKMcCANN

Oleksiy Andryuschenko, Senior designer, THINKMcCANN

Tatiana Lutsenko, Marketing Manager, Mastercard Ukraine

Natalia Baidala, Marketing Director, Mastercard Ukraine

Alexandra Gubar, Marketing Manager, Mastercard Ukraine

Dmytro Kornev, Marketing Manager, Mastercard Ukraine

Cross Media Storytelling
Gold

#SCHOOLmania

1 + 1 channel was weak in new media and in fact did not have a young audience on the air. #SHKOLA was an experiment of the TV channel, with short-term goals, to attract a young audience on the air. During its creation, 1 + 1 did not bet on it, planning in the day slot. But the result exceeded all expectations not only significant over-fulfillment of KPIs declared (the number of subscribers on the page, view on YouTube, large sales of promotional products, but also a general rating on the air, becoming the best serials of the autumn-winter 2017-2018 year.


Agency Name:  Postmen DA

Client Company Name: 1+1 media

Yaroslav Vedmid, CEO, Postmen DA

Olena Horobets, Account-manager, Postmen DA

Iryna Pavlova, Art-director, Postmen DA

Andrew Petrenko, Designer, Postmen DA

Bohdan Kordiuk, Media specialist, Postmen DA

Yuliia Havron, Strategist, Postmen DA

Markian Bilas, SMM manager, Postmen DA

Olena Martynova, Director of Strategic Marketing, 1+1 media group

Svitlana Paveletska, Director of Marketing Communications, 1+1 media group

Mykola Kononuchenko, Head of Marketing Communications Department, 1+1 media group

Bronze

Pit Bull Battle V

The idea of ​​creating an online rap platform, built on the insights of the target audience, a new market format for implementation with the use of live battles and star judges, effectively planned cross-media support with a focus in the digital, which gave a mega-push organic traffic in social networks of the brand, support for a limited special product series - all this has led to the protection of the market share of Pit Bull, has allowed him to survive in the face of aggressive actions of competitors.

Through the Pit Bull Battle platform, the youth showed themselves, expressed their thoughts, and it built a strong link between the brand and the audience. We have reached their trust, and as a result, high loyalty.

The most important indicator was the fact that, due to the campaign, we not only saved the market share in conditions of aggressive competition, but also grew in it (from 20% to 21%)


Agency Name:  #ODDEE

Client Company Name: New Products Group

Contributing Companies:

Dentsu Media

Boris Tkachev, Director of Research & Strategy, New Products Group 

Elena Selutina, Director of Corporate Communications & PR, New Products Group 

Gennady Dovgan, Marketing director, New Products Group 

Elena Chuvakina, Team leader Brand managers, New Products Group 

Alina Tsyganok, Creative director, ODDEE

Ivan Bazar, CEO, ODDEE

Juliya Chiz, Brand manager Pit Bull Energy, New Products Group 

Finalist

Before And After New Year

Being the biggest player on the market, Nasha Ryaba had never before spoken of itself as a national Ukrainian brand. Maintaining a new association with the brand was dictated by commercial necessity, since rational quality messages were no longer effective.


Agency Name:  Rockets. Growth R&D

Client Company Name: MHP S.A.

Contributing Companies:

Carat

BAMBUK Design Studio

Ivan Filippov, Head of brands management, MHP S.A.

Serhiy Kostya, Head of marketing communications, MHP S.A.

Olha Danylyuk, Marketing communications manager,

Anna Aleksandrova, Бренд менеджер, MHP S.A.

Vladislav Polonskiy, CEO, Rockets. Growth R&D

Maxim Boritko, Creative Director, Rockets. Growth R&D

Viktoria Makarova, Projects Leader, Rockets. Growth R&D

Artem Karelin, Creative Director, Rockets. Growth R&D

Alisa Mikulich, СОО, Rockets. Growth R&D

Silver

Book Forum. Reinvention

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!

The book fair in Lviv – Publishers` Forum. In the era of local fairs, stores and e-commerce, people need bigger reason than just books to go to another city. We reinvented it and invited people to the Book Forum – the main cultural fest of the country where everyone has the reason to go!

Emotional promo video, stories from opinion leaders, unique season ticket, Read-Trams, mysterious billboards… The whole country started talking about Book Forum, while we reached millions of views, increased online-sales and created a new reading narrative in national discussion!


Agency Name:  PlusOne

Client Company Name: Publishers’ Forum

Taras Solovei, Creative Director, PlusOne

Nadiia Rokytianska, Project Manager, PlusOne

Volodymyr Khomenko, Cameraman, PlusOne

Marharyta Kleshchaeva, Client Service, PlusOne

Roman Honcharenko, Art Director, Designer, PlusOne

Maria Syvodid, Designer, PlusOne

Oleksandra Karaban, Account Executive, PlusOne

Olga Postushna, Programmer, PlusOne

Maria Samarina, Advertising Manager, PlusOne

Volodymyr Korovko, Director, Cameraman

Bronze

A ball can start priceless stories

Despite threat of main competitor activation with FIFA World Cup and limitations of restricted market on sponsorship activation usage, Mastercard managed to maximize usage if sponsorship actives, significantly grow card usage and strengthen territory of football for brand.


Agency Name: THINKMcCANN

Client Company Name: Mastercard-Ukraine

Contributing Companies:

Aimbulance

Be—it Agency

Сarat Ukraine

Adsapience

Alla Zagorodnia, Head of Account, THINKMcCANN

Anna Pastovenska, Account Executive, THINKMcCANN

Viktor Vysotskiy, Creative Group Head, THINKMcCANN

Igor Kuzibekov, Art Director, THINKMcCANN

Oleksiy Andryuschenko, Senior designer, THINKMcCANN

Tatiana Lutsenko, Marketing Manager, Mastercard Ukraine

Natalia Baidala, Marketing Director, Mastercard Ukraine

Alexandra Gubar, Marketing Manager, Mastercard Ukraine

Dmytro Kornev, Marketing Manager, Mastercard Ukraine

Finalist

Grand show «Liga Zirok»

The audience of our channel is very loyal and traditional. We respect our viewers and offer ous not only for entertainment but also to convey some meaning and meet our social mission. That is why simply an entertainment program or a concert were not an option when relaunching the music genre and developing a habit of celebrating special events with our channel.

The idea to use the UEFA CLF as a major reason to unite the Ukrainians around an event everyone can be proud of solved a number of tactical and strategic tasks: it laid a basis for television viewing during celebrations, extended our audience and positively influenced the image of the channel.


Client Company Name: TV Ukraine

Sveta Berezhna, Brand Manager, TV Ukraine

Denis Sakharuk, Broadcast Promo Director, TV Ukraine

Maria Pinchuk, PR Director, TV Ukraine

Irina Evstifeeva, Art Director, TV Ukraine

Anna Kysel, Media Manager, TV Ukraine

Olex Losev, Digital Manager, TV Ukraine

Roma Shoma, Promo Director, TV Ukraine

Dasha Golubkova, Promo Producer, TV Ukraine

Tolik Syabro, Entertainment Director, TV Ukraine

Olena Shvoriak, Marketing Director, TV Ukraine