Gold

SOLEDARITY. Ukrainian Rock-solid Strength

On the anniversary of Russia's full-scale invasion of Ukraine, the UNITED24 fundraising platform and Artemsil released a limited charity batch of salt from the Soledar mines, which disappeared from store shelves in the summer. The defenders of Soledar have become the embodiment of extraordinary strength, so we have changed the legendary packaging and turned “Salt” into “Soledarity. Rock-Solid Strength”. The limited batch consisted of 100,000 packs and was sold within a month of the project launch. Thanks to the project, more than UAH 58,500,000 was transferred to to purchase 2,200 FPV drones for the DIU.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24 / Silpo, Rozetka, Artemsil

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Volodymyr Kostelman Founder Silpo

Kateryna Ohuriaieva Marketing Director Silpo

Viktor Yurin Director Artemsil

Volodymyr Nyzyienko Head of the Communications Department Artemsil

Bronze

Carol for Charity

Christmas 2022 was completely different for Ukrainian children. Those who grew up in conflict-affected areas experienced multiple displacements, interruptions in education, stress and trauma. Children suffer the most in this war: families are separated, missile strikes hit civilian infrastructure and cities, often power cuts. In addition, they faced ongoing health risks and economic hardships as a result of the conflict.

In order to help children feel at least partially the atmosphere of support again, we decided to create an unusual project at Christmas, which, through positive associations, contributed to the collection of donations to help such children.

We chose Carol of the Bells — a Ukrainian song that has been giving Christmas cheer for more than 100 years and is known all over the world as a symbol of Christmas. Mykola Leontovich's arrangement in 1914 turned the folk song into the now iconic Carol of the Bells, enjoyed by millions of people around the world.

With this, we turned the famous carol into a donation platform using Shazam to help Ukrainian children affected by the war. Carol of the Bells was turned into Carol for Charity. We turned a famous carol into a donation platform by changing the lyrics of the song. Every time people heard a carol, they could shazam it and immediately, in just a couple of clicks, donate for Ukrainian children.

Agency Name: Saatchi & Saatchi Ukraine

Client Company Name: MFA, Olena Zelenska Foundation, Brand Ukraine

Contributing companies:

Starcom Ukraine

Spark Foundry Ukraine

Viktoriya Lialina-Boyko, Deputy Director of the Department of Public Diplomacy and Communications of the Ministry of Foreign Affairs of Ukraine

Sofiya Dzhurynska, Head of PR and partnerships, Brand Ukraine

Kosta Schneider. Chief Creative Director, Saatchi & Saatchi and Publicis One Ukraine and Chech Republic

Sergiy Biloshytskyy, CD, Saatchi & Saatchi Ukraine

Tetiana Slyvko, Managing Director Saatchi & Saatchi Ukraine

Olena Orlovska, Client Service Director Saatchi & Saatchi Ukraine

Dmytro Grushevskiy- New Business Director Publicis Group Ukraine

Yuliya Meduna- corporate communications manager Publicis Group Ukraine

Bronze

Look 4 Paws: Each animal has its own personality

The growth of Club 4 Paws' market share was hampered by low social impact indicators. The social role is very important for the pet industry, as it directly influences the purchase decision. ʼ

During the campaign, Club 4 Paws gained 2 positions at once and was recognized by Ukrainians as the No. 1 socially active brand in the premium pet food category. This accelerated market share growth from 1% per year to 3% in money and 2% in weight. The outpacing growth of the market share in money terms also shows that the brand is growing not due to margin loss, but by increasing its premium value.

Agency Name: Postmen

Client Company Name: Club 4 Paws

Yaroslav Vedmid, CEO, Postmen

Maria Pustovit, Account manager, Postmen

Valeriia Khvyl, Account manager, Postmen

Anna Seniuk, creative Director, Postmen

Daria Tarasevych, Copywriter, Postmen

Iryna Pavlova, Art director, Postmen

Olga Mykhalets, Creative producer, Postmen

Vladyslav Kalenskyy, Motion designer, Postmen

Yurii Kovaliuk, Senior Brand Manager, Club 4 Paws

Halyna Tsehelyk, Brand manager, Club 4 Paws

Bronze

A nation reborn from the ashes

At all major events, including Olympic Games, Eurovision, Ukraine has already been represented. But the Burning Man, where legend status assumed a new meaning, was a significant event where Ukraine remained little known.

NGO Klych created impressive eight-meter steel sculpture called PHOENIX, that symbolizes both a bird and Ukrainian Trident, to represent Ukraine at this year's festival of independent art.

We hoped to reach 10 million people, but the impact far surpassed our hopes. Our "PHOENIX" successfully reached over 66million people in at least 10 countries. And with the assistance of the press and influencers, we 10685+ project mentions.

Vitalii Deineha, Founder, NGO “Klych”

Mariia Moroz, Director, NGO “Klych”

Artur Malinovskyi, Head of PR, NGO “Klych”

Alla Lopatkina, Project manager, NGO “Klych”

Gold

Azovstal. A symbol of perseverance

To empower Ukrainians and unite people around the world for the support of Ukraine, a fundraising platform UNITED24 decided to create a symbol of Ukrainian perseverance. The last bastion of the defense of Mariupol - Azovstal, is a world-known symbol of perseverance. Using the last block of the Azovstal steel, we made unique bracelets. 100,000 bracelets were sold-out in 44 countries. Global public figures sharing and representing the bracelet including The Pope. Story earned 1.2B impressions and $114M earned media worldwide. But most importantly, UAH 300M were raised to help Ukraine

Agency Name: Gres Todorchuk

Client Company Name: UNITED24, Metinvest

Contributing companies:

SOVA jewelry house

Nova Post

Rozetka

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Yuriy Ryzhenkov General Director Metinvest

Natalya Yemchenko Chief Reputation Officer Metinvest

Lyudmila Sova General director SOVA jewelry house

Vyacheslav Klymov Co-founder Nova Post

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Bronze

IMPOSSIBLE

“Impossible people made impossible efforts to achieve impossible results”— this is how history books will describe the work of the Ukrainian public sector during the war. Continuing to deliver medicines under fire to the occupied cities is the heroic work of Ukrainian activists, far away and invisible to international donors. To get resources for new emergency needs, CO 100% LIFE showed this invisible work to international organizations. Under challenges, a documentary was filmed and presented on the world’s largest conference AIDS 2022. “Impossible” movie paved the way for effective communication with world leaders and helped to raise millions of dollars in aid of Ukraine quickly.

Agency Name: MI Health

Client Company Name: Charitable Organization "100% LIFE"

Contributing companies:

Max Matveev, Producer, The Studio

Denys Zakharov, Film Director, The Studio

Svitlana Stepanenko, Managing Рartner, BetterSvit

Maksym Rovinskyy, Communications Director, СО "100% LIFE"

Yulia Chechiotkina, Senior Officer, СО "100% LIFE"

Olena Samoylenko, СЕО, MI Health

Iryna Miroshnychenko, New Business Director, MI Health

Vitalii Kapustian, Creative Director, MI Health

Kristina Vurgaft , Client Service Director, MI Health

Yana Budiakova, Head of Healthcare Digital, MI Health

Katia Lukicheva, Adviser

Bronze

For a burger and even more

Skott Smeat – is a young, ambitious brand that wanted to get a bigger share in the falling beef market.

To make a market breakthrough, we have investigated the consumer and find out his key needs – easy cooking beef!

Skott Smeat have transformed the business and focused on easy-to-cook products.

The war circumstances (lack of time and blackouts) caused even more to the needs of easy cooking.

And consumer responded immediately – brand sales volume in tons increased 3 times, and share of brand in "modern trade" channel increased 1,5 times.

 Which Skott Smeat is yours – for burger or non-burger?

Agency Name: UM Ukraine

Client Company Name: MHP

Natalia Korshun Head of the Meat Category Brand Development Center PJSC MHP

Oleh Shmuliaev Deputy Chairman of the Board for Marketing MHP PrJSC

Mariana Rudnyk Brand Marketing Manager MHP PrJSC

Vladislav Kytaihorodskyi Head of the creative department MHP PrJSC

Anastasia Livynets Head of Content Creation and Distribution Center MHP PrJSC

Oleh Tomin Director Bart'n'Fink LLC

Oleksii Pohoretskyi Head of the design management department MHP PrJSC

Maksym Len External Communications Manager MHP PrJSC

Hlib Nishcheta Senior Graphics and Design Specialist MHP PrJSC

Kyrylo Svietashov Creative project manager MHP PrJSC

The People Of Concrete

We are Promodo. We hail from Kharkiv. This is our city of strength.

We have done a lot to be part of this story during the extremely difficult 2022-2023. The historic Derzhprom building on Freedom Square in Kharkiv, one of the first skyscrapers in Europe which was constructed of monolithic reinforced concrete, became the symbol of our indomitable spirit. The Nazis and Russians tried to destroy it, but it stood its ground. Because Kharkiv is made of reinforced concrete!

Magnets crafted from reinforced concrete, dedicated to Kharkiv, have become the talisman, we presented to our partners. Our indomitability was confirmed by the results: a record-breaking income growth for the entire history of the agency. +50% compared to 2021. Our cherished team has already surpassed 400 specialists (+100 people in a year!).

Agency Name: Promodo

Client Company Name: Promodo

Contributing companies:

bude architects

Oleksandr Kolb, CEO Promodo

Valeriya Lavska, CMO Promodo

Anton Polishchuk, COO Promodo

Yuliya Shatalyuk, senior architect designer

Denis Shatalyuk, senior architect designer

Bronze

How MAUDAU turned stuff into stuffao

This campaign is an example of successful marketing, thanks to the right creative and media solutions. A small player in the e-commerce market has become visible, even in the difficult market conditions in the country.

Thanks to the campaign, the goals were achieved and even exceeded. First of all:

- MAUDAU attracted the necessary attention, built a more sustainable brand awareness, and generated more revenue in monetary terms.

One of the main achievements is that despite the similar assortment to competitors, no one will confuse MAUDAU's advertising with another marketplace, thanks to the unique brand language that is clearly recognizable to consumers.

Let's finish the case with a joke:

MAUDAU is when we "played with copyright" and won :)

Agency Name: IAMIDEA

Client Company Name: MAUDAU

Igor Finashkin Creative Director

Yulia Marfich Account manager

Lera Gavrilyuk Copywriter

Vika Krivinets Art Director

Daria Shablienko Designer

Ruslan Stashevskyi Brand Manager

Yurii Shmyg Head of the brand communications team

Olga Rumyantseva CMO

Ivan Barannikov Head of Post Production & Digital

Silver

Train to Victory

Train to victory – is a promise that Ukrainian Railways will take everyone home one day. These are 7 train cars painted by 7 best Ukrainian artists, each symbolizing one of 7 Ukrainian regions under occupation and faith that Ukraine will liberate every its region. Train to victory got $187M global earned media, 1.4B impressions, was covered by the TOP global media and got 2500+ news outlets with 0$ media investments. It became the first train that came to Kherson after 9 months of its occupation and brought people home.

Agency Name: Gres Todorchuk

Client Company Name: Ukrainian Railways

Contributing companies:

Port.

Skorozinsky production

Oleksandr Kamyshin Ex-CEO Ukrainian Railways

Oleksandr Pertsovsky Member of the Board and Head of Passenger Company Ukrainian Railways

Oleksandr Shevchenko Deputy Director of Passenger Company for Communications and Client Service Ukrainian Railways

Anastasia Zolotaryova Head of External and Internal Communications Department of Passenger Company Ukrainian Railways

Yaroslava Gres Partner Gres Todorchuk

Dariia Lubimova COO Gres Todorchuk

Olya Garkusha Creative Manager Gres Todorchuk

Oleksandra Kulinich Project Manager Gres Todorchuk

Oleksandr Taran Communication Manager Gres Todorchuk

Renata Kazanska Communication Manager Gres Todorchuk

Darnytsia is ours. How to become #1 in a falling market

For many years, Darnytsia was the No. 1 manufacturer in Ukraine in terms of the number of drugs sold. However, in monetary terms, the company was 4th in 2019, and second at the start of the campaign, a third behind the leader. For a long time, the company was held hostage by the distrust of Ukrainians and was able to reverse this trend by quickly sensing changes in Ukrainian moods with the start of a full-scale invasion.

The new positioning "Darnytsia is ours" became part of the updated branding and logo group, which did not require additional media budgets. During the implementation of the campaign, Darnytsia became #1 in the pharmaceutical market for the first time in terms of market share in monetary terms with an indicator of 5.7% and continues to grow.

Agency Name: Postmen

Client Company Name: The pharmaceutical company Darnytsia

Yaroslav Vedmid, CEO, Postmen

Vasyl Hubarets, Communication director, Darnytsia

Maria Kaitan, Communication manager, Darnytsia

Dariia Varenyk, Account manager, Postmen

Olga Mykhalets, Creative producer, Postmen

Iryna Pavlova, Art director, Postmen

Anna Seniuk, Creative director, Postmen

Inna Mokrytska, Digital Manager, Darnytsia

Hanna Savchuk, Account director, Postmen

Kateryna Peretiatko, Graphic designer, Postmen

Gave help? Got Effie!

All Ukrainians have a common goal - victory. Most of us support well-known foundations and large fundraisings. But there are also problems of certain people who conduct their own "little" fight for survival.

The Ministry of Social Policy of Ukraine announced the launch of the "eDopomoga" platform - to connect those who need help with those who can provide it. And so that the number of the former does not outweigh the number of the latter, Mastercard has become the perfect superpower for this connection.

We launched communication waves with different accents, incentives and activations to get people to join the platform and donate.

eDopomoga has become visible to the general public, and its effectiveness has increased tenfold. And the most important thing is that many people were not left alone with their troubles, feeling real support.

Agency Name: McCann Kyiv

Client Company Name: Mastercard, eDopomoga

Contributing companies:

Carat Ukraine

Adsapience

Anna Shulika, Account Director, McCann Kyiv

Anastasiia Belenko, Junior Account Manager, McCann Kyiv

Olena Gnucheva, Creative Director, McCann Kyiv

Daniel Halyko, Copywriter, McCann Kyiv

Igor Kuzibekov, Senior Art Director, McCann Kyiv

Natalia Baidala, Director Integrated Marketing & Communications Ukraine & Moldova, Mastercard Ukraine

Yana Romaniuk, Senior Specialist, Marketing, Mastercard Ukraine

WINNING DEPOSITS

At the beginning of 2023, FUIB faced with challenge of increasing its deposit portfolio during wartime. To do so, the bank had to convince Ukrainians to deposit money during this time.

A new deposit strategy was built upon key drivers that influence the choice of bank for deposits – reliability and high interest rate.

The strategy targeted two segments of clients – “experienced users” and “novices” and realized through deposits "Steel" and "Calm". Communication, based on the rational benefits of each deposit, combined with the emotional needs of Ukrainians during wartime, along with an effective digital media campaign, was successful.

FUIB melted the ice of distrust towards deposits and became choice #1 among banks for deposits. 

Agency Name: MULLENLOWE ADVENTA

Client Company Name: FUIB

Contributing companies:

DIEVO

Svitlana Tsvelenieva, creative director, MullenLowe Adventa

Kateryna Melnyk, senior copywriter, MullenLowe Adventa

Tetiana Litvyn, Head of Art, MullenLowe Adventa

Alena Atiia, senior account manager, MullenLowe Adventa

Olena Shevchenko, account director, MullenLowe Adventa

Zhanna Sidorska, client services director, MullenLowe Adventa

Ksenia Sikorska, marketing director, FUIB

Natalia Demydenko, Head of marcom, FUIB

Iryna Kischenko, marketing communications manager, FUIB

Nastia Zytnyk, designer, MullenLowe Adventa

Bronze

Business recovery “The country can't go on without you”

We were faced with the task of recovering the activity of business users on the OLX platform. To achieve this, an inspiring campaign and initiatives were created on the platform to support entrepreneurship, motivating entrepreneurs to continue working towards economic recovery. Thanks to a large-scale campaign, we were able to achieve significant results: we increased the number of search queries related to business on OLX by more than 4 times; we increased traffic to business.olx.ua by 35 times, surpassing even pre-war visitation figures; we increased the number of business listings by +25%, and active users by 16%.

Agency Name: Сarat Ukraine

Client Company Name: OLX

Contributing companies:

Shots Agency

Posterscope Ukraine

UMG

Oleksii Lomonosov, Marketing Director, OLX Ukraine

Alyona Gorkovenko, В2В Marketing manager, OLX Ukraine

Khrystyna Vavrysh, Brand manager, OLX Ukraine

Viktoria Portuhalska, Content manager, OLX Ukraine

Maryna Martynova, СОО, Shots Agency

Valeriia Lukianenko, Group Account Director, Carat Ukraine

Oleksandra Samoilenko, Strategic Director, Carat Ukraine

Marharyta Bondarieva, Account manager, Carat Ukraine

Katerina Sokyrko, Media Activations Lead, Carat Ukraine

Silver

How to make 2000 videos promoting Ukrainian Bravery in 1 day

Цей кейс є частиною великої кампанії "Будь сміливим як Україна". Метою кампанії було переконати світ і насамперед самих українців у тому, що у нас є сили і воля боротися за свободу. Кампанія вплинула на контекст, у якому Україна згадувалася у світових ЗМІ та промовах політиків. Уся ця кампанія складалася із серії партнерств із різними аудиторіями в різних каналах комунікації. У цьому кейсі ми шукали спосіб залучити контент-мейкерів у TikTok. Ми вирішили не витрачати ресурси на створення відео-маніфесту. Замість цього зробили аудіо-маніфест і віддали креаторам у TikTok. У результаті 2 тисячі креаторів зробили свої версії відео, які в сумі отримали понад 10 мільйонів переглядів.

Agency Name: Banda agency

Client Company Name: Ministry of Digital Transformation of Ukraine

Contributing companies:

Optimum Media OMD Ukraine

Carat Ukraine

Posterscope Ukraine

Pavel Vrzheshch, Creative Director, Banda

Maksim Boritko, Creative Director, Banda

Oleksii Miller, SM Operation Director, Banda

Anastasiia Panko, SM Project Manager, Banda

Khrystyna Luchyk, SM Project Manager, Banda

Oleksii Pryshchepa, SM Designer, Banda

Yurii Somov, SM Copywriter/Community manager, Banda

Viktoriia Safronova, SM Copywriter, Banda

Vladyslav Vakulin, SM Copywriter, Banda

Liliia Voitsekhivska, SM Copywriter, Banda

The World of Skovoroda – the idea of light in dark times

In wartime, when most cultural initiatives lose their meaning, having neither audience demand nor resources and risk becoming toxic, "Svit Skovorody" becomes the only major cultural project in Ukraine that not only survived the blackout, but also gathered a record audience and received the support and approval of society. The results were achieved with a budget three times smaller than similar pre-war projects in active cooperation with media partners.

Agency Name: Postmen

Client Company Name: Ministry of Culture and Information Policy of Ukraine

Yaroslav Vedmid, CEO, Postmen

Hanna Savchuk, Account Director, Postmen

Yevhenii Stasinevych, Curator, Postmen

Galyna Grygorenko, Deputy Minister of Culture and Information Policy of Ukraine, Ministry of Culture and Information Policy of Ukraine

Anna Seniuk, Creative director, Postmen

Nastia Ischenko, Production manager, Postmen

Iryna Pavlova, Art director, Postmen

Oksana Shcherbakova, Art director, Postmen

Olga Mykhalets, Creative producer/Director, Postmen

Maria Karatkevich, Creative copywriter, Postmen

Upper Limb Loss Workouts by Esper Bionics & BetterMe

In a collaboration between Esper Bionics and BetterMe, the companies developed a rehabilitation fitness course for people with arm amputations to support Ukrainians who lost their limbs due to war on the way to adaptation and rehabilitation.

The collaboration aims to help Ukrainian amputees to access physical rehabilitation free of charge, which will improve the general physical condition of amputees and their muscle activity and help speed up the rehabilitation process.

Agency Name: A+F PR Agency

Client Company Name: Esper Bionics

Contributing companies:

BetterMe

Rita Flomboym, co-founder & PR director, A+F PR Agency

Anna Believantseva, co-founder & COO Esper Bionics

IT is Fine: How to raise 5 million donations for 5 hours

Should we laugh now, or can we allow ourselves little joys? These are questions that both brands and ordinary people ask themselves. Comedians also ponder these questions, as their audience has multiplied during times of war. Humor has never been in such demand. Our answer is - you can laugh, you can relax, you can find pleasure. The only thing you can't do is stop supporting our army.

A charity livestream with 110,000 views on YouTube raised 5 million UAH in 5 hours for the "Come Back Alive" foundation. Thanks to media coverage of 6 million, the collected amount was doubled in two weeks.

Client Company Name: N-iX, Charity Fund “Come Back Alive”

Severenchuk Vasyl, Associate Director, Head of HR Marketing Unit, N-iX

Daryna Tsizh, Talent Marketing Manager, N-iX

Havrylyshyn Mariya, Head of Talent Engagement, N-iX

Anna Khomyn, Talent Marketing Manager, N-iX

Yuriy Zavaliy, Head of External Communications, N-iX

IT is Fine: How to raise 5 million donations for 5 hours

Should we laugh now, or can we allow ourselves little joys? These are questions that both brands and ordinary people ask themselves. Comedians also ponder these questions, as their audience has multiplied during times of war. Humor has never been in such demand. Our answer is - you can laugh, you can relax, you can find pleasure. The only thing you can't do is stop supporting our army.

A charity livestream with 110,000 views on YouTube raised 5 million UAH in 5 hours for the "Come Back Alive" foundation. Thanks to media coverage of 6 million, the collected amount was doubled in two weeks.

Client Company Name: N-iX, Charity Fund “Come Back Alive”

Severenchuk Vasyl, Associate Director, Head of HR Marketing Unit, N-iX

Daryna Tsizh, Talent Marketing Manager, N-iX

Havrylyshyn Mariya, Head of Talent Engagement, N-iX

Anna Khomyn, Talent Marketing Manager, N-iX

Yuriy Zavaliy, Head of External Communications, N-iX

Bronze

Darnytsia is ours. How to become #1 in a falling market

For many years, Darnytsia was the No. 1 manufacturer in Ukraine in terms of the number of drugs sold. However, in monetary terms, the company was 4th in 2019, and second at the start of the campaign, a third behind the leader. For a long time, the company was held hostage by the distrust of Ukrainians and was able to reverse this trend by quickly sensing changes in Ukrainian moods with the start of a full-scale invasion.

The new positioning "Darnytsia is ours" became part of the updated branding and logo group, which did not require additional media budgets. During the implementation of the campaign, Darnytsia became #1 in the pharmaceutical market for the first time in terms of market share in monetary terms with an indicator of 5.7% and continues to grow.

Agency Name: Postmen

Client Company Name: Pharmaceutical company Darnytsia

Yaroslav Vedmid, CEO, Postmen

Vasyl Hubarets, Communication director, Darnytsia

Maria Kaitan, Communication manager, Darnytsia

Dariia Varenyk, Account manager, Postmen

Olga Mykhalets, Creative producer, Postmen

Iryna Pavlova, Art director, Postmen

Anna Seniuk, Creative director, Postmen

Inna Mokrytska, Digital Manager, Darnytsia

Hanna Savchuk, Account director, Postmen

Kateryna Peretiatko, Graphic designer, Postmen

Gold

SOLEDARITY. Ukrainian Rock-solid Strength

On the anniversary of Russia's full-scale invasion of Ukraine, the UNITED24 fundraising platform and Artemsil released a limited charity batch of salt from the Soledar mines, which disappeared from store shelves in the summer. The defenders of Soledar have become the embodiment of extraordinary strength, so we have changed the legendary packaging and turned “Salt” into “Soledarity. Rock-Solid Strength”. The limited batch consisted of 100,000 packs and was sold within a month of the project launch. Thanks to the project, more than UAH 58,500,000 was transferred to to purchase 2,200 FPV drones for the DIU.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24 / Silpo, Rozetka, ARTEMSIL

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Volodymyr Kostelman Founder Silpo

Kateryna Ohuriaieva Marketing Director Silpo

Viktor Yurin Director Artemsil

Volodymyr Nyzyienko Head of the Communications Department Artemsil

Helpline for Men

Seven out of ten men in Ukraine suffer from severe distress.

In simple terms, this is when a man "can't take it anymore", when it's time to seek help. At the same time, 96% of men claim that they are "doing fine".

The Helpline for Men was created to help and support those who are always "fine". But how to motivate men to seek help? This was a challenge and our main achievement. By using humor on the one hand and a deep understanding of men's problems on the other, we were able to exceed the KPI for successful consultations by 35% and make the world a slightly better place.

Agency Name: Moko Digital

Client Company Name: UNFPA Ukraine

Nadiia Kovalevych - GBV Programme Analyst - UNFPA Ukraine

Valentyn Puhachov - Communications Associate - UNFPA Ukraine

Anastasiia Reutenko - Programme Assistant - UNFPA Ukraine

Artem Shewchuk - Strategist - Moko Digital

Olha Livik - Creative Director - Moko Digital

Tatyana Malshakova - Client services Director - Moko Digital

Yaroslav Cheshko - Media specialist - Moko Digital

Kateryna Matiashovska - Senior Project Manager - Moko Digital

Aleksandra Raskosova - Art Director - Moko Digital

Kateryna Kulbachko - Creative copywriter - Moko Digital

Gold

Be Brave Like Ukraine

Робота над цим проєктом розпочалася на 4-й день вторгнення росії в Україну. Викликом для нас стало переконати світ і самих українців, що в нас є сили та воля боротися за свою свободу. Завдяки серії ефективних колаборацій з урядом, бізнесами та людьми в соціальних мережах ми зробили кампанію "Будь сміливим як Україна" найпомітнішою комунікацією країни у світі в період війни. Менше, ніж за 3 місяці, ініціатива креативників пройшла шлях до офіційної комунікації бренду України на найбільшій міжнародній арені, отримавши понад 2 мільярди контактів по всьому світу. Кампанія вплинула на контекст, у якому Україна згадувалася у світових ЗМІ та промовах політиків.

Agency Name: Banda agency

Client Company Name: Ministry of Digital Transformation of Ukraine

Contributing companies:

Optimum Media OMD Ukraine

Carat Ukraine

Posterscope Ukraine

​Starcom

Pavel Vrzheshch, Creative Director, Banda

Maksim Boritko, Creative Director, Banda

Egor Petrov, Creative Director, Banda

Anastasia Burganova, Senior Copywriter, Banda

Oleksiy Prylypko, Designer, Banda

Ievgen Velichev, Designer, Banda

Alesia Bondar, Copywriter, Banda

Dmytro Adabir, Business Development Director, Banda

Maryna Kunets, Team Lead, Banda

Stefaniia Vereitsi, Project Manager, Banda

Gold

Nova Post supportive campaign

Anxiety – is the most popular emotion among Ukrainians. Nova Post, Ukrainian postal and courier company whose main principle is “to always be there for you”, launched a supportive campaign in the subway – a place that is a bomb shelter for millions of Ukrainians. Instead of the brand ads, we put supportive messages on banners, covered more than 6,5 million people with 0$ media budget, received a wave of 1,000+ UGC posts with thanks, supported millions of people during tough moments (air attacks), and reminded Ukrainians that Nova Post is always there for everyone.

Agency Name: Gres Todorchuk

Client Company Name: Nova Post

Contributing companies:

Kyiv Metro

Oleksandr Todorchuk Partner Gres Todorchuk

Dariia Lubimova COO Gres Todorchuk

Olya Garkusha Creative Manager Gres Todorchuk

Oleksandr Taran Communication Manager Gres Todorchuk

Renata Kazanska Communication Manager Gres Todorchuk

Phil Pukharev Content Manager Gres Todorchuk

Olena Plakhova Chief reputation and marketing officer Nova Post

Olena Umerenko Head of the Social Responsibility Department Nova Post

Anastasia Krasnitska Communications Manager of Corporate Social Responsibility Department Nova Post

Ivan Marunych Influencer, singer

Bronze

#LightUpUkraine

In December 2022, when Ukrainian cities were plunged into darkness by Russian shelling, the fundraising platform UNITED24 announced a fundraiser for generators for hospitals. To draw the world's attention to the blackouts in Ukraine when the world is lit up with Christmas lights, we asked 120 world-famous locations to turn off their lights on the darkest night of the year. #LightUpUkraine raised $3,980,558.95 to purchase 659 generators. 900 more generators were sent to Ukraine from the EU as a result of the campaign. In total, the campaign covered 1.9 billion contacts with $0 investment in media.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24, Ministry of Foreign Affairs of Ukraine

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Felix Litvin Content Manager UNITED24

Natalia Stanko Content Manager UNITED24

Dmytro Kuleba Minister for Foreign Affairs Ministry of Foreign Affairs of Ukraine

Renata Kazanska Communication Manager UNITED24

Carol for Charity

Christmas 2022 was completely different for Ukrainian children. Those who grew up in conflict-affected areas experienced multiple displacements, interruptions in education, stress and trauma. Children suffer the most in this war: families are separated, missile strikes hit civilian infrastructure and cities, often power cuts. In addition, they faced ongoing health risks and economic hardships as a result of the conflict.

In order to help children feel at least partially the atmosphere of support again, we decided to create an unusual project at Christmas, which, through positive associations, contributed to the collection of donations to help such children.

We chose Carol of the Bells — a Ukrainian song that has been giving Christmas cheer for more than 100 years and is known all over the world as a symbol of Christmas. Mykola Leontovich's arrangement in 1914 turned the folk song into the now iconic Carol of the Bells, enjoyed by millions of people around the world.

With this, we turned the famous carol into a donation platform using Shazam to help Ukrainian children affected by the war. Carol of the Bells was turned into Carol for Charity. We turned a famous carol into a donation platform by changing the lyrics of the song. Every time people heard a carol, they could shazam it and immediately, in just a couple of clicks, donate for Ukrainian children

Agency Name: Saatchi & Saatchi Ukraine

Client Company Name: MFA, Olena Zelenska Foundation, Brand Ukraine

Contributing companies:

Starcom Ukraine

Spark Foundry Ukraine

Viktoriya Lialina-Boyko, Deputy Director of the Department of Public Diplomacy and Communications of the Ministry of Foreign Affairs of Ukraine

Sofiya Dzhurynska, Head of PR and partnerships, Brand Ukraine

Kosta Schneider. Chief Creative Director, Saatchi & Saatchi and Publicis One Ukraine and Chech Republic

Sergiy Biloshytskyy, CD, Saatchi & Saatchi Ukraine

Tetiana Slyvko, Managing Director Saatchi & Saatchi Ukraine

Olena Orlovska, Client Service Director Saatchi & Saatchi Ukraine

Dmytro Grushevskiy- New Business Director Publicis Group Ukraine

Yuliya Meduna- corporate communications manager Publicis Group Ukraine

Gold

Ukraine's Brave Brands

Ми шукали спосіб залучити до просування кампанії "Будь сміливим як Україна" українські бренди з їхніми власними медіа, які могли дати потрібне охоплення. Багато бізнесів, особливо маленьких, потребували комунікації та залучення покупців, щоб вижити. Просто ніхто не розумів як це почати робити під час війни. Ми запропонували їм спосіб як приєднатися до кампанії і сказати своїй аудиторії, що вони не здаються і продовжують працювати.  Попросили 10 найвідоміших брендів замінити в логотипі свою назву на слово "Сміливість" і розповісти людям про те, що вони не здаються. До 10 перших брендів приєдналося ще 200 брендів і вся країна.

Agency Name: Banda agency

Client Company Name: Ministry of Digital Transformation of Ukraine

Contributing companies:

Optimum Media OMD Ukraine

Carat Ukraine

Posterscope Ukraine

Pavel Vrzheshch, Creative Director, Banda

Maksim Boritko, Creative Director, Banda

Oleksii Miller, SM Operation Director, Banda

Anastasiia Panko, SM Project Manager, Banda

Khrystyna Luchyk, SM Project Manager, Banda

Oleksii Pryshchepa, SM Designer, Banda

Yurii Somov, SM Copywriter/Community manager, Banda

Viktoriia Safronova, SM Copywriter, Banda

Vladyslav Vakulin, SM Copywriter, Banda

Liliia Voitsekhivska, SM Copywriter, Banda

Bronze

WikiTruth

Since its creation on 25.02.22, one of the strategic goals of Ukrainian Witness has been to fight propaganda inside russia. As very soon all social media were blocked by Russian authorities UW started to post its documentary materials to Wiki, which was not blocked. In order to fight ban of these photos, UW had to mobilize Wiki contributors. SM campaign based on the insight that Wiki contributors care about the quality of the content, allowed UW realize its targets: increase the number of editors and edits of Russian Wiki, as well as the views of Ukrainian cities pages originating from Russia.

Agency Name: Publicis Groupe Content

Client Company Name: Ukrainian Witness NGO

Contributing companies:

Publicis Groupe BENELUX / Amsterdam

MassiveMusic Amsterdam

MassiveMusic Warsaw

Soundstudio Stereotypy Studio Warsaw

Sander Bergmeijer, sr.copywriter, Publicis Groupe BENELUX / Amsterdam

Steef Nijhof, sr.Art Director, Publicis Groupe BENELUX / Amsterdam

Eduardo Marques, CCO, Publicis Groupe BENELUX / Amsterdam

Enver Kikava, CEO Publicis Groupe Ukraine

Dmytro Grushevsky, New Business Director, Publicis Groupe Ukraine

Yuliia Bilinska, sr. SMM manager, Publicis Groupe Content

Olga Buzunova, Head of NGO, Ukrainian Witness

Olga Semenova, Executive Director, Ukrainian Witness

Oleksii Prodaivoda, journalist, Ukrainian Witness

Natalya Metelnitskaya, Head of Digital, Ukrainian Witness

THE BIGGEST THERAPEUTIC SESSION FOR UKRAINIANS

We have created an innovative format - TEDx in the age of Instagram: instead of long lectures and discussions, the speaker puts the most important thing in one thought per minute, which allowed us to solve the problem of unstable access to the Internet for our target audience. When there are 10 such speakers, you immediately see a 360-degree view of the issue, spending a few minutes watching it, as if you were flipping through a story on your way home from work. This allowed us to get 58% of the conference views. We also used the trend of "microlearning", which is relevant for the average Ukrainian's information field, which is overflowing with news content. All of this allowed us to create a therapeutic experience for a multi-million audience of people who were hesitant to start reflecting on their experience of a full-scale war.

Agency Name: ISD Group

Client Company Name: ISD Group / OneMinuteConference

Contributing companies:

Hashtag [isdgroup]

Reiseplan [isdgroup]

Viktor Shkurba, Creative Director, [isdgroup]

Serhii Pronkin, Team Lead, [isdgroup]

Oksana Gonchar, Creative Group Head, [isdgroup]

Yulia Ivakina, Creative Copywriter, [isdgroup]

Daryna Vashchuk, Account Manager, [isdgroup]

Maryna Kizilova, Art Director, [isdgroup]

Lina Kapustian, UI/UX Designer, [isdgroup]

Andrew Sergeyev, Chief Technical Officer, [isdgroup]

Yulia Zabolotna, Project Manager, Reiseplan [isdgroup]

Roman Kostenko, Media Manager, Hashtag [isdgroup]

Bronze

For a burger and even more

Skott Smeat – is a young, ambitious brand that wanted to get a bigger share in the falling beef market.

To make a market breakthrough, we have investigated the consumer and find out his key needs – easy cooking beef!

Skott Smeat have transformed the business and focused on easy-to-cook products.

The war circumstances (lack of time and blackouts) caused even more to the needs of easy cooking.

And consumer responded immediately – brand sales volume in tons increased 3 times, and share of brand in "modern trade" channel increased 1,5 times.

 Which Skott Smeat is yours – for burger or non-burger?

Agency Name: UM Ukraine

Client Company Name: MHP

Natalia Korshun Head of the Meat Category Brand Development Center PJSC MHP

Oleh Shmuliaev Deputy Chairman of the Board for Marketing MHP PrJSC

Mariana Rudnyk Brand Marketing Manager MHP PrJSC

Vladislav Kytaihorodskyi Head of the creative department MHP PrJSC

Anastasia Livynets Head of Content Creation and Distribution Center MHP PrJSC

Oleh Tomin Director Bart'n'Fink LLC

Oleksii Pohoretskyi Head of the design management department MHP PrJSC

Maksym Len External Communications Manager MHP PrJSC

Hlib Nishcheta Senior Graphics and Design Specialist MHP PrJSC

Kyrylo Svietashov Creative project manager MHP PrJSC

Plenty of drumsticks for everyone!

In the format of refrigerated chicken, Ukrainians traditionally bought a whole chicken (carcass) and a quarter, and then spent time cutting them, thinking that they were saving money. But in fact, people bought a lot of bones, not realizing that they were overpaying for the pure meat.

It is extremely difficult to change consumer habits, especially in traditional products that people have been cooking with for decades! HOW DO YOU CONVINCE CONSUMERS TO BUY MORE MEAT?

Nasha Ryaba has made a strategic focus on the CHICKEN DRUMSTICK as an alternative to the quarter, because:

- it has up to 20% MORE meat compared to a quarter

- it is a more tasty and convenient part, children love it and eat it first

Thanks to communication, consumers realized the benefits of drumsticks and started buying more of them!

AND WE GOT THE MAIN RESULT: CONSUMER HABITS STARTED TO CHANGE, AND COMPETITORS ALSO STARTED TO SELL MORE DRUMSTICKS AND CUT PRODUCTS!

Nasha Ryaba continues to change the market, leading competitors and developing the category for both producers and consumers!

Agency Name: UM Ukraine

Client Company Name: MHP

Natalia Korshun Head of the Meat Category Brand Development Center PJSC MHP

Andriy Abovian Head of Brand Development Group - Paultry PJSC MHP

Olena Gaidak Brand Manager PJSC MHP

Iryna Avdoshyna Brand Manager PJSC MHP

Ivanna Fetko Junior Brand Manager PJSC MHP

Anastasiia Livynets Head of the content distribution center PJSC MHP

Anastasiia Biliakova-Belska Brand-PR manager PJSC MHP

Maksym Len External communications manager PJSC MHP

Vladyslav Kytaygorodskyi Head of the Content Creation Department PJSC MHP

Silver

Nova Post supportive campaign

Anxiety – is the most popular emotion among Ukrainians. Nova Post, Ukrainian postal and courier company whose main principle is “to always be there for you”, launched a supportive campaign in the subway – a place that is a bomb shelter for millions of Ukrainians. Instead of the brand ads, we put supportive messages on banners, covered more than 6,5 million people with 0$ media budget, received a wave of 1,000+ UGC posts with thanks, supported millions of people during tough moments (air attacks), and reminded Ukrainians that Nova Post is always there for everyone.

Agency Name: Gres Todorchuk

Client Company Name: Nova Post

Contributing companies:

Kyiv Metro

Oleksandr Todorchuk Partner Gres Todorchuk

Dariia Lubimova COO Gres Todorchuk

Olya Garkusha Creative Manager Gres Todorchuk

Oleksandr Taran Communication Manager Gres Todorchuk

Renata Kazanska Communication Manager Gres Todorchuk

Phil Pukharev Content Manager Gres Todorchuk

Olena Plakhova Chief reputation and marketing officer Nova Post

Olena Umerenko Head of the Social Responsibility Department Nova Post

Anastasia Krasnitska Communications Manager of Corporate Social Responsibility Department Nova Post

Ivan Marunych Influencer, singer

Marathon No One Wants to Run

*Prewar eligibility period

Before the full-scale invasion, the war in Ukraine was rarely mentioned in the world media. Nova Post has been supporting the Ukrainian military and volunteers since 2014 and wanted to remind the world of the war. On November 7, 2021, the day the TCS New York City Marathon started, we launched "The Marathon No One Wants to Run" in Ukrainian frontline village New York. 55,512 participants from 58 countries signed up for it, which is 40% more than for the 2021 TCS New York City Marathon. The project covered 95,000,000+ contacts globally with a $0 media budget.

Agency Name: Gres Todorchuk

Client Company Name: Nova Post

Contributing companies:

MLNK.team

Olena Plakhova Chief reputation and marketing officer Nova Post

Leona Krasnenkova Head of the Communication Projects Department Nova Post

Yaroslava Gres Partner Gres Todorchuk

Oleksandr Todorchuk Partner Gres Todorchuk

Dariia Lubimova COO Gres Todorchuk

Oleksandra Kulinich Project manager Gres Todorchuk

Valery Dorosh Communication manager Gres Todorchuk

Renata Kazanska Communication Manager Gres Todorchuk

Natalia Stanko Content manager Gres Todorchuk

Slava Melnyk Director / DOP MLNK.team

NUMO - development is always on time.

The platform for the development of preschoolers "NUMO" began to operate at the peak of the lockdown in 2020 as a site with one single section on the development of skills of preschoolers. In 3 years, it has developed into an ecosystem of online and offline tools that help parents, guardians, educators, and volunteers of children's centers in Ukraine and abroad to work with children and effectively develop them.

We created an umbrella brand that parents clearly associate with preschool age. It is at NUMO that they come for help in the development of the child in this important period of his life, which, unfortunately, coincided with the time of severe trials for our country.

The result of the platform's work is access to high-quality educational materials for more than 1.9 million users and an improvement in parents' understanding of the quality of the preschool stage of children's development.

Agency Name: McCann Kyiv

Client Company Name: UNICEF

Contributing companies:

Universal McCann

NGO “Krok za krokom”

Network of kindergartens "Ptashenya. Children's space"

Anastasiia Zolotukhina-Shkurko, Specialist in social and behavioral changes, United Nations Children's Fund UNICEF

Tatiana Kazanzhy, Specialist in social and behavioral changes, UNICEF

Yliia Shlyian, project manager, UNICEF

Svitlana Royz, Consultant in psychology, United Nations Children's Fund UNICEF

Solomiya Boykovych, expert in preschool development, UNICEF

Julia Naida, CEO, NGO “Krok za krokom”

Olga Rozhankivska, Client Service, Director McCann Kyiv

Julia Andrushko, Account Manager, McCann Kyiv

Anna Lyubchenko, Art Director, McCann Kyiv

Kateryna Goryslavets, Copywriter, McCann Kyiv

How to turn the eRetail Media market Black Box into effective Performance marketing?

*Prewar eligibility period

Selling OTC pharmaceuticals online is one of the most difficult tasks in performance marketing. When Covid-19 started, we saw an opportunity, namely, we predicted the growth of online sales and the flow of new users from offline to online.

We became the pioneers in the market who built the most transparent and effective cooperation with online retailers, launched effective Performance Marketing for Sandoz drugs, turning Black Box on the Pharma eRetail Media market into a transparent, understandable, real-time analytical system where you can clearly track the business result of our advertising campaigns and increase sales by attracting new users.

Agency Name: Performics Ukraine

Client Company Name: Sandoz Ukraine

Contributing companies:

Starcom Ukraine

Publicis Groupe Content

Dmytro Kuchugurny, OTC Business unit head, Ukraine, Sandoz Ukraine

Svyatoslav Rud, Group Product Manager, Ukraine, Sandoz Ukraine

Ksenia Demchenko, Group Product Manager, Ukraine, Sandoz Ukraine

Taras Berchak, Managing Director, Performics Ukraine

Maryna Navrotska, E-Commerce PPC Team Lead, Performics Ukraine

Oleg Boiko, E-commerce Analytics Head, Performics Ukraine

Tetiana Rubets, Integration Team Lead, Starcom Ukraine

Anastasiia Bezhenar, Integration Team Manager, Starcom Ukraine

Igor Iaroshenko, Senior Product Marketing Manager, Performics Ukraine

Olena Bakhmet, Middle PPC Specialist, Performics Ukraine

Bronze

Look 4 Paws: Each animal has its own personality

Using only social media, 1980 animals were published on the platform in a year, 908 of which have already found homes. That is, the conversion rate was 45.9%, which is three times higher than the result of the country's largest shelters. 

The project garnered 3,000,000 organic reach and 500,000 engagements on social media without using a media budget. Thanks to the virality of the project, we were able to transfer the planned media budget of $27,000 USD to support the "wards" of the shelters where the filming took place: Sirius, Patron Pet Center, Barboskins, Give a Paw, Big Heart, Noses, Right to Life, Yana Shlyakhova Shelter, Krok do Zhyttia Veterinary and Sterilization Center, Fairy, Hatul Madan

Agency Name: Postmen

Client Company Name: Club 4 Paws

Yaroslav Vedmid, CEO, Postmen

Maria Pustovit, Account manager, Postmen

Valeria Khvyl, Account manager, Postmen

Anna Seniuk, creative Director, Postmen

Alisa Chikova, Social Media manager, Postmen

Iryna Pavlova, Art director, Postmen

Olga Mykhalets, Creative producer, Postmen

Vladyslav Kalensky, Motion designer, Postmen

Yuri Kovaliuk, Senior Brand Manager, Club 4 Paws

Halyna Tsehelyk, Brand manager, Club 4 Paws

Silver

A volunteer construction battalion

Кількість учасників із запланованих 800 (батальйон) сягнула 13 355 осіб, що перевищило очікування майже у 17 разів

Відбудовано 50 обʼєктів соціальної інфраструктури (школи, садочки, лікарні), відремонтовано покрівлі у 160 будинках, надано допомогу 1650 родинам

Agency Name: Tabasco

Client Company Name: Dobrobat

Rostyslav Smirnov СЕО, Dobrobat

Victor Andrusiv, project owner, Dobrobat

Alexander Smirnov, co-owner, Tabasco

Artem Gusev, creative director, Tabasco

Alexander Eine, web

Oleg Zhdan, web

Serhiy Zaytsev, PR

Anastasiya Enatska, SMM

Silver

Be Brave Like Ukraine

Робота над цим проєктом розпочалася на 4-й день вторгнення росії в Україну. Викликом для нас стало переконати світ і самих українців, що в нас є сили та воля боротися за свою свободу. Завдяки серії ефективних колаборацій з урядом, бізнесами та людьми в соціальних мережах ми зробили кампанію "Будь сміливим як Україна" найпомітнішою комунікацією країни у світі в період війни. Менше, ніж за 3 місяці, ініціатива креативників пройшла шлях до офіційної комунікації бренду України на найбільшій міжнародній арені, отримавши понад 2 мільярди контактів по всьому світу. Кампанія вплинула на контекст, у якому Україна згадувалася у світових ЗМІ та промовах політиків.

Agency Name: Banda agency

Client Company Name: Ministry of Digital Transformation of Ukraine

Contributing companies:

Optimum Media OMD Ukraine

Carat Ukraine

Posterscope Ukraine

​Spark Foundry

Pavel Vrzheshch, Creative Director, Banda

Maksim Boritko, Creative Director, Banda

Egor Petrov, Creative Director, Banda

Anastasia Burganova, Senior Copywriter, Banda

Oleksiy Prylypko, Designer, Banda

Ievgen Velichev, Designer, Banda

Alesia Bondar, Copywriter, Banda

Dmytro Adabir, Business Development Director, Banda

Maryna Kunets, Team Lead, Banda

Stefaniia Vereitsi, Project Manager, Banda

Darnytsia is ours. How to become #1 in a falling market

For many years, Darnytsia was the No. 1 manufacturer in Ukraine in terms of the number of drugs sold. However, in monetary terms, the company was 4th in 2019, and second at the start of the campaign, a third behind the leader. For a long time, the company was held hostage by the distrust of Ukrainians and was able to reverse this trend by quickly sensing changes in Ukrainian moods with the start of a full-scale invasion.

The new positioning "Darnytsia is ours" became part of the updated branding and logo group, which did not require additional media budgets. During the implementation of the campaign, Darnytsia became #1 in the pharmaceutical market for the first time in terms of market share in monetary terms with an indicator of 5.7% and continues to grow.

Agency Name: Postmen

Client Company Name: Pharmaceutical company Darnytsia

Yaroslav Vedmid, CEO, Postmen

Vasyl Hubarets, Communication director, Darnytsia

Maria Kaitan, Communication manager, Darnytsia

Dariia Varenyk, Account manager, Postmen

Olga Mykhalets, Creative producer, Postmen

Iryna Pavlova, Art director, Postmen

Anna Seniuk, Creative director, Postmen

Inna Mokrytska, Digital Manager, Darnytsia

Hanna Savchuk, Account director, Postmen

Kateryna Peretiatko, Graphic designer, Postmen

Gold

Azovstal. A symbol of perseverance

To empower Ukrainians and unite people around the world for the support of Ukraine, a fundraising platform UNITED24 decided to create a symbol of Ukrainian perseverance. The last bastion of the defense of Mariupol - Azovstal, is a world-known symbol of perseverance. Using the last block of the Azovstal steel, we made unique bracelets. 100,000 bracelets were sold-out in 44 countries. Global public figures sharing and representing the bracelet including The Pope. Story earned 1.2B impressions and $114M earned media worldwide. But most importantly, UAH 300M were raised to help Ukraine.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24, Metinvest

Contributing companies:

SOVA jewelry house

Nova Post

Rozetka

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Yuriy Ryzhenkov General Director Metinvest

Natalya Yemchenko Chief Reputation Officer Metinvest

Lyudmila Sova General director SOVA jewelry house

Vyacheslav Klymov Co-founder Nova Post

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Marathon No One Wants to Run

*Prewar eligibility period

Before the full-scale invasion, the war in Ukraine was rarely mentioned in the world media. Nova Post has been supporting the Ukrainian military and volunteers since 2014 and wanted to remind the world of the war. On November 7, 2021, the day the TCS New York City Marathon started, we launched "The Marathon No One Wants to Run" in Ukrainian frontline village New York. 55,512 participants from 58 countries signed up for it, which is 40% more than for the 2021 TCS New York City Marathon. The project covered 95,000,000+ contacts globally with a $0 media budget.

Agency Name: Gres Todorchuk

Client Company Name: Nova Post

Contributing companies:

MLNK.team

Olena Plakhova Chief reputation and marketing officer Nova Post

Leona Krasnenkova Head of the Communication Projects Department Nova Post

Yaroslava Gres Partner Gres Todorchuk

Oleksandr Todorchuk Partner Gres Todorchuk

Dariia Lubimova COO Gres Todorchuk

Oleksandra Kulinich Project manager Gres Todorchuk

Valery Dorosh Communication manager Gres Todorchuk

Renata Kazanska Communication Manager Gres Todorchuk

Natalia Stanko Content manager Gres Todorchuk

Slava Melnyk Director / DOP MLNK.team

IT is Fine: How to raise 5 million donations for 5 hours

Should we laugh now, or can we allow ourselves little joys? These are questions that both brands and ordinary people ask themselves. Comedians also ponder these questions, as their audience has multiplied during times of war. Humor has never been in such demand. Our answer is - you can laugh, you can relax, you can find pleasure. The only thing you can't do is stop supporting our army.

A charity livestream with 110,000 views on YouTube raised 5 million UAH in 5 hours for the "Come Back Alive" foundation. Thanks to media coverage of 6 million, the collected amount was doubled in two weeks.

Client Company Name: N-iX, Charity Fund “Come Back Alive”

Severenchuk Vasyl, Associate Director, Head of HR Marketing Unit, N-iX

Daryna Tsizh, Talent Marketing Manager, N-iX

Havrylyshyn Mariya, Head of Talent Engagement, N-iX

Anna Khomyn, Talent Marketing Manager, N-iX

Yuriy Zavaliy, Head of External Communications, N-iX

Doner that’s safe to eat!

We aim to become the most recognized brand in Ukraine in the doner category and establish our brand as synonymous with delicious and safe doner kebabs. Our strategy aims to overcome the key barriers in doner consumption, particularly stereotypes regarding the quality and safety of this product. We are promoting the brand by highlighting its rational attributes of "delicious and safe" and increasing consumer awareness of the advantages of our doner kebabs. Conducting the brand's first national advertising campaign to enhance awareness and reputation, solidifying the brand's status as "delicious and safe."

Agency Name: MixDigital

Client Company Name: PJSC MHP

Contributing companies:

Grape

Natalia Shadchneva, Head of the MHP HoReCa Development Center, MHP PrJSC

Anastasia Livynets, Head of the Content Distribution Center, MHP PrJSC

Maxim Len, External Communications Manager, MHP PrJSC

Morsʹka Anna, Head of the marketing group at Doner Market, PJSC MHP

Sergey Musin, Client Service Director, MixDigital

Yulia Ugnivenko, Account Team Lead, MixDigital

Yura Hladkyy, Founder, Grape

Bronze

Morshynska Lymonada – the combination of nature and nature

Morshynska as a leader of natural mineral water category offered an up-to-date healthy alternative in CSD category and changed the consumer`s view on a truly tasty and natural drink.

Why was it challenging?

Because a CSD category consumer prefers taste and does not believe in the naturalness of category products.... STOP

NOW a consumer believes and more and more chooses Lymonada – a fresh combination of nature and nature, but not a guilty pleasure.

Agency Name: Powerplant Creative

Client Company Name: IDS Ukraine 

Contributing companies:

Initiative

Tkachuk Oksana Marketing Director

Yulia Khaladzhy Leading Brand Manager

Silver

Look 4 Paws: Each animal has its own personality

The Look 4 Paws/Petsession project influenced the entire culture of adoption in Ukraine by creating adoption mechanics that are three times more effective than those that were common before. For the first time in Ukraine, the campaign began to look for homes for homeless animals not out of pity for them, but by recognizing them as individuals. 

After the launch of the project, other projects and initiatives picked up not only the approach of showing animals as individuals, but also copied TOV, design, style, SMM mechanics, and even storytelling formats. Having noticed this trend, we started producing educational materials because we saw that our approach worked three times better than traditional methods. 

An impressive result of the project was a change in the attitude of Ukrainians towards outbred animals. 

33.5% of Ukrainians said that their attitude towards outbred animals had improved over the past year.

Agency Name: Postmen

Client Company Name: Club 4 Paws

Yaroslav Vedmid, CEO, Postmen

Maria Pustovit, Account manager, Postmen

Valeria Khvyl, Account manager, Postmen

Anna Seniuk, creative Director, Postmen

Alisa Chikova, Social Media manager, Postmen

Iryna Pavlova, Art director, Postmen

Olga Mykhalets, Creative producer, Postmen

Vladyslav Kalensky, Motion designer, Postmen

Yuri Kovaliuk, Senior Brand Manager, Club 4 Paws

Halyna Tsehelyk, Brand manager, Club 4 Paws

The Kind Fuel - good in liters.

The Kind Fuel, the WOG's charitable campaign, managed to overcome the consequences of the national fuel shortage and collect 120,000 liters of fuel for volunteers. The The Kind Fuel campaign garnered 9,000,000 impressions, and the WOG brand established itself in people's minds as a socially responsible brand.

Agency Name: IAMIDEA

Client Company Name: WOG (West Oil Group), VISA

Contributing companies:

Enjoying Life Foundation

Igor Finashkin Creative Director

Irene Ilchanka Team Lead

Dima Gorbenko Copywriter

Tonia Kondakova Art Director

Yulia Marfich Account manager

Anastasia Korzhenko Motion designer

Hennadii Karlinskyi Head of Marketing

Gold

SOLEDARITY. Ukrainian Rock-solid Strength

On the anniversary of Russia's full-scale invasion of Ukraine, the UNITED24 fundraising platform and Artemsil released a limited charity batch of salt from the Soledar mines, which disappeared from store shelves in the summer. The defenders of Soledar have become the embodiment of extraordinary strength, so we have changed the legendary packaging and turned “Salt” into “Soledarity. Rock-Solid Strength”. The limited batch consisted of 100,000 packs and was sold within a month of the project launch. Thanks to the project, more than UAH 58,500,000 was transferred to to purchase 2,200 FPV drones for the DIU.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24 / Silpo, Rozetka, Artemsil

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Volodymyr Kostelman Founder Silpo

Kateryna Ohuriaieva Marketing Director Silpo

Viktor Yurin Director Artemsil

Volodymyr Nyzyienko Head of the Communications Department Artemsil

Bronze

NUMO - development is always on time.

The NUMO platform has become the only consolidated and systematic source of information and materials on preschool children's development in Ukraine. It effectively performed three functions:

1- Began systematic work on raising parents' literacy regarding the development of preschoolers at the national level.

2- Provided parents with convenient and practical materials for development.

3- It made it possible to respond quickly to the challenges of the pandemic and war and support children and parents when the issues of development and education were far from the top priorities.

This is an example of how a properly constructed system in advance showed its extraordinary efficiency and flexibility in a critical situation.

The result of the platform's work is access to high-quality educational materials for more than 1.9 million users and an improvement in parents' understanding of the quality of the preschool stage of children's development.

Agency Name: McCann Kyiv

Client Company Name: UNICEF

Contributing companies:

Universal McCann

NGO “Krok za krokom”

Network of kindergartens "Ptashenya. Children's space"

Anastasiia Zolotukhina-Shkurko, Specialist in social and behavioral changes, United Nations Children's Fund UNICEF

Tatiana Kazanzhy, Specialist in social and behavioral changes, UNICEF

Yliia Shlyian, project manager, UNICEF

Svitlana Royz, Consultant in psychology, United Nations Children's Fund UNICEF

Solomiya Boykovych, expert in preschool development, UNICEF

Julia Naida, CEO, NGO “Krok za krokom”

Olga Rozhankivska, Client Service, Director McCann Kyiv

Julia Andrushko, Account Manager, McCann Kyiv

Anna Lyubchenko, Art Director, McCann Kyiv

Kateryna Goryslavets, Copywriter, McCann Kyiv

Carol for Charity

Christmas 2022 was completely different for Ukrainian children. Those who grew up in conflict-affected areas experienced multiple displacements, interruptions in education, stress and trauma. Children suffer the most in this war: families are separated, missile strikes hit civilian infrastructure and cities, often power cuts. In addition, they faced ongoing health risks and economic hardships as a result of the conflict.

In order to help children feel at least partially the atmosphere of support again, we decided to create an unusual project at Christmas, which, through positive associations, contributed to the collection of donations to help such children.

We chose Carol of the Bells — a Ukrainian song that has been giving Christmas cheer for more than 100 years and is known all over the world as a symbol of Christmas. Mykola Leontovich's arrangement in 1914 turned the folk song into the now iconic Carol of the Bells, enjoyed by millions of people around the world.

With this, we turned the famous carol into a donation platform using Shazam to help Ukrainian children affected by the war. Carol of the Bells was turned into Carol for Charity. We turned a famous carol into a donation platform by changing the lyrics of the song. Every time people heard a carol, they could shazam it and immediately, in just a couple of clicks, donate for Ukrainian children.

Agency Name: Saatchi & Saatchi Ukraine

Client Company Name: MFA, Olena Zelenska Foundation, Brand Ukraine

Contributing companies:

Starcom Ukraine

Spark Foundry Ukraine

Viktoriya Lialina-Boyko, Deputy Director of the Department of Public Diplomacy and Communications of the Ministry of Foreign Affairs of Ukraine

Sofiya Dzhurynska, Head of PR and partnerships, Brand Ukraine

Kosta Schneider. Chief Creative Director, Saatchi & Saatchi and Publicis One Ukraine and Chech Republic

Sergiy Biloshytskyy, CD, Saatchi & Saatchi Ukraine

Tetiana Slyvko, Managing Director Saatchi & Saatchi Ukraine

Olena Orlovska, Client Service Director Saatchi & Saatchi Ukraine

Dmytro Grushevskiy- New Business Director Publicis Group Ukraine

Yuliya Meduna- corporate communications manager Publicis Group Ukraine

Gold

Type of car Inclusive

The "Inclusive" car class is a completely new and comfortable opportunity for people who use a wheelchair to move around the city. According to open sources, there are approximately 2.7 million people with disabilities in Ukraine, most of whom use wheelchairs. Unfortunately, this number will only grow because of the war. Therefore, people need to have access to a simple and convenient car call to cover the need for transportation. The project has been successfully launched, received a large number of coverage and positive feedback, and continues to develop actively. 

Client Company Name: Uklon

Contributing companies:

Initiative Media

MacPaw

MasterCard

OKKO

Victoria Kovaleva, Head of Brand and Communications, Uklon

Karine Polianska, PR Lead, Uklon

Marko Kushnir, PR Specialist, Uklon

Gold

A volunteer construction battalion

Кількість учасників із запланованих 800 (батальйон) сягнула 13 355 осіб, що перевищило очікування майже у 17 разів

Відбудовано 50 обʼєктів соціальної інфраструктури (школи, садочки, лікарні), відремонтовано покрівлі у 160 будинках, надано допомогу 1650 родинам

Agency Name: Tabasco

Client Company Name: Dobrobat

Rostyslav Smirnov СЕО, Dobrobat

Victor Andrusiv, project owner, Dobrobat

Alexander Smirnov, co-owner, Tabasco

Artem Gusev, creative director, Tabasco

Alexander Eine, web

Oleg Zhdan, web

Serhiy Zaytsev, PR

Anastasiya Enatska, SMM

Silver

Azovstal. A symbol of perseverance

To empower Ukrainians and unite people around the world for the support of Ukraine, a fundraising platform UNITED24 decided to create a symbol of Ukrainian perseverance. The last bastion of the defense of Mariupol - Azovstal, is a world-known symbol of perseverance. Using the last block of the Azovstal steel, we made unique bracelets. 100,000 bracelets were sold-out in 44 countries. Global public figures sharing and representing the bracelet including The Pope. Story earned 1.2B impressions and $114M earned media worldwide. But most importantly, UAH 300M were raised to help Ukraine.

Agency Name: Gres Todorchuk

Client Company Name: UNITED24, Metinvest

Contributing companies:

SOVA jewelry house

Nova Post

Rozetka

Mykhailo Fedorov Deputy Prime Minister for Innovation, Education, Science and Technology UNITED24

Yaroslava Gres Main Coordinator UNITED24

Julia Solovey Head of Partnerships department UNITED24

Valeria Dorosh Head of Communications Department UNITED24

Yuriy Ryzhenkov General Director Metinvest

Natalya Yemchenko Chief Reputation Officer Metinvest

Lyudmila Sova General director SOVA jewelry house

Vyacheslav Klymov Co-founder Nova Post

Iryna Chechotkina Co-founder Rozetka

Vladyslav Chechotkin Co-founder Rozetka

Bronze

The Department of Love at Uklon

Instead of promising love to lovers, we declared our love to our people.

Because it is for them that UKLON makes the service better, the features more useful, the offers and conditions more favorable.

We continue to move our world and the world of users, and what is important, with love.

All communication, both in digital and in additional mini-interactives, including the trip, was focused on taking care of the comfort of our audience.

And this helped to increase the average number of daily trips during the campaign from 30.01.23 to 19.02.2023 by as much as 11 percent.

Agency Name: IAMIDEA

Client Company Name: UKLON

Contributing companies:

Initiative media

Igor Finashkin Creative Director

Ira Tomchuk Account manager

Ihor Havrush Copywriter

Vitaly Klymenko Art-director

Victoria Kovaleva Head of Brand & Communications

Vadym Ishchenko - CMО

Anastasiia Lavrischeva Product marketing specialist

Sergey Kostin Managing Director

Kirill Prokhur Сlient service director

Angelika Ischenko Senior Media Planner

Gold

Be Brave Like Ukraine

Робота над цим проєктом розпочалася на 4-й день вторгнення росії в Україну. Викликом для нас стало переконати світ і самих українців, що в нас є сили та воля боротися за свою свободу. Завдяки серії ефективних колаборацій з урядом, бізнесами та людьми в соціальних мережах ми зробили кампанію "Будь сміливим як Україна" найпомітнішою комунікацією країни у світі в період війни. Менше, ніж за 3 місяці, ініціатива креативників пройшла шлях до офіційної комунікації бренду України на найбільшій міжнародній арені, отримавши понад 2 мільярди контактів по всьому світу. Кампанія вплинула на контекст, у якому Україна згадувалася у світових ЗМІ та промовах політиків.

Agency Name: Banda agency

Client Company Name: Ministry of Digital Transformation of Ukraine

Contributing companies:

Optimum Media OMD Ukraine

Carat Ukraine

Posterscope Ukraine

Zenith Ukraine

Pavel Vrzheshch, Creative Director, Banda

Maksim Boritko, Creative Director, Banda

Egor Petrov, Creative Director, Banda

Anastasia Burganova, Senior Copywriter, Banda

Oleksiy Prylypko, Designer, Banda

Ievgen Velichev, Designer, Banda

Alesia Bondar, Copywriter, Banda

Dmytro Adabir, Business Development Director, Banda

Maryna Kunets, Team Lead, Banda

Stefaniia Vereitsi, Project Manager, Banda

Bronze

“Watch Your Step!” Campaign to raise awareness of Ukrainians about landlandmine danger

Since the beginning of the Russian invasion, Ukraine has been the focus of the world’s attention with dozens of organizations providing support. Many projects are dedicated to landmine danger: Ukraine is currently the most landmine-contaminated country in the world – about 180,000 square kilometers are mined. If Ukraine’s mined territories were a separate country, it would rank 91st out of 252 countries in terms of its area.

We found that no one was doing a mass-scale project in this field. We managed to create popular product, as a result of which one in five Ukrainians learned the basic landmine safety rules.

Client Company Name: East Europe Foundation, State Emergency Service of Ukraine (SES of Ukraine)

Viktoriia Gladchenko, communication manager, East Europe Foundation

Oksana Truhachova, Head of Mass Media and Public Relations Section, State Emergency Service of Ukraine

Veronika Chechotkina, programme manager, East Europe Foundation

Oleksandr Khorunzhyy, Press Officer, State Emergency Service of Ukraine

Sviatolav Rumezhak, director, TNMK

Fahot (Oleg Mykhailyuta), author and sound producer, TNMK

Nova Post Works

Nova Post is a logistics company that has been a leader in the field of express delivery in Ukraine for over 22 years. The company has become a reliable partner for Ukrainian businesses and private individuals.

In the first days of the war, the freight turnover of Nova Post decreased by 98% - to 30,000 parcels, while on February 23, the figure was 1.2 million parcels per day. Out of 8,000 branches, 900 were working, the rest of the branches in the east and south of the country were already occupied. Due to the destruction of the infrastructure, roadblocks, curfews, broken roads and significant traffic jams, it became difficult to deliver parcels, and instead of daily delivery it took 5-6 days.

But Nova Post continued to work every day where it was safe. So we had to communicate that all Ukrainians know: Nova Post did not stop. We work every day, and despite everything, we are ready to deliver parcels and goods both in Ukraine and abroad.

Client Company Name: Nova Post

Elena Plakhova Chief Reputation and marketing officer; Svetlana Prystupa Head of the department of external communications; Anna Lys external communications manager; Olga Paprotska-Matusiak Head of Marketing Communications; Darya Storozh Head of Representation Management in Social Networks; Olga Baburina Manager of international external communications

How we taught women to resist domestic and gender-based violence even in times of war

Since 2015, Break the Cycle has been helping Ukrainians to combat domestic and gender-based violence. However, with the outbreak of the war, all the progress had made was threatened - the level of stress increased, and violence became more frequent, the problem of domestic, gender-based violence was no longer noticed, because it was "out of time".

Launching a non-standard social campaign, we drew attention to issue of domestic violence again and achieved an 18% increase in the level of public rejection of violence. We brought Ukraine much closer to the main goal of zero tolerance for violence, even in wartime.

Agency Name: Vandog Agency

Client Company Name: UNFPA Ukraine

Iryna Metneva, creative director, Vandog Agency

Daria Bayramova, designer, Vandog Agency

Anastasia Vasyuk, project manager, Vandog Agency

Serhiy Hulyk, copywriter, Vandog Agency

Boguni. Rescue wherever our people are

The Kind Fuel, the WOG's charitable campaign, managed to overcome the consequences of the national fuel shortage and collect 120,000 liters of fuel for volunteers. The The Kind Fuel campaign garnered 9,000,000 impressions, and the WOG brand established itself in people's minds as a socially responsible brand.

Agency Name: IAMIDEA

Client Company Name: WOG (West Oil Group), UNITED 24

Contributing companies:

UM Ukraine

Igor Finashkin Creative Director

Irene Ilchanka Team Lead

Dima Gorbenko Copywriter

Anna Zhdan Account manager

Philip Bilyansky Art director

Hennadii Karlinskyi Head of Marketing

The World of Skovoroda – the idea of light in dark times

In wartime, when most cultural initiatives lose their meaning, having neither audience demand nor resources and risk becoming toxic, "Svit Skovorody" becomes the only major cultural project in Ukraine that not only survived the blackout, but also gathered a record audience and received the support and approval of society. The results were achieved with a budget three times smaller than similar pre-war projects in active cooperation with media partners.

Agency Name: Postmen

Client Company Name: Ministry of Culture and Information Policy of Ukraine

Yaroslav Vedmid, CEO, Postmen

Hanna Savchuk, Account Director, Postmen

Yevhenii Stasinevych, Curator, Postmen

Galyna Grygorenko, Deputy Minister of Culture and Information Policy of Ukraine, Ministry of Culture and Information Policy of Ukraine

Anna Seniuk, Creative director, Postmen

Nastia Ischenko, Production manager, Postmen

Iryna Pavlova, Art director, Postmen

Oksana Shcherbakova, Art director, Postmen

Olga Mykhalets, Creative producer/Director, Postmen

Maria Karatkevich, Creative copywriter, Postmen