How we turned a running marathon into a lifelong marathon

In the spring of 2020, Nova Poshta was unable to hold half marathons and marathons due to quarantine and needed a new communication project that would meet the social demand of the time and keep the topic of running in the media field. We rethought marathoners as those who covered not just the distance of 21 km, but a lifelong distance, and created a “Marathon for All.” We covered 7,000,000+ contacts in 19 days, received almost 500,000 views, spent 0$ on paid media and received 100% mentions of the commercial brand.

Agency Name: Gres Todorchuk

Client Company Name: Nova Poshta

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Inha Sakada, Team leader, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Kateryna Davydiuk, Project manager, Gres Todorchuk

Olena Plakhova, Director of Corporate Communications

Leona Krasnenkova, Communications manager, Nova Poshta

Bronze

60,000 food kits for single seniors

Rozetka is the largest online retailer in Ukraine, due to which during the pandemic Ukrainians could stay at home and reduce the number of social contacts. But there was a category of people who could not order products online, and at the same time were at the highest risk. Rozetka wanted to protect lonely Grandmas and Grandpas across the country, and created a project through which Ukrainians could "hang up" food kits for single retirees on the retailer's website. The products were provided to Rozetka at cost price, were delivered by Nova Poshta, and the lists of recipients were compiled by the Zhyttelyub Foundation. Within a month and a half, Ukrainians "hung up" 60,000 aid kits, which reached 24 cities and towns. The project covered 2,100,000+ contacts and received 99% brand mention in 127 stories and publications. Rozetka was among the top 3 brands that cared about Ukrainians during the pandemic.

Agency Name: Gres Todorchuk

Client Company Name: Rozetka

Contributing companies:

Zhyttelyub Foundation

Nova Poshta

Yaroslava Gres, Partner, Gres Todorchuk

Oleksandr Todorchuk, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Anastasia Kamenetska, team leader, Gres Todorchuk

Sofiia Bezverkha, сontent manager, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Євген Образок, директор з маркетингу, ROZETKA

Андрій Ковалевський, бренд-менеджер, ROZETKA

Glasses glasses glasses

The story of how Luxoptica from a pharmaceutical company became a supermarket of glasses and has changed the positioning of an expensive store to a store that offers easy and clear solutions. The advertising campaign consisted of two waves, one changed the attitude to glasses and those who wear them, and the other changed the attitude to luxoptica and its services. As a result, we have a new positioning, a new audience, a new attitude to eye checking and to the glasses on our nose..

Agency Name: Bart and Fink

Client Company Name: LUXOPTICA

Daryna Hryha, Head of brand marketing LUXOPTICA

Violeta Titarenko LUXOPTICA Chief Marketing Officer

Tomin Oleg Creative Director and owner Bart&Fink

Liza Rozhkova Bart&Fink Copywriter

Polina Prosviryakova Account Director Bart&Fink

Nata Kucherova Account manager Bart&Fink

Katya Chanysheva Creative Group Head Bart&Fink

Pier Didenko Head of Art Bart&Fink

Nastya Bondar Illustrator Bart&Fink

FILMS FOR THOUGHT

In this campaign we managed to rejuvenate both the brand communication and the audience that came to the festival. Our goal was to increase the number of young audiences and we managed to do it. We created an organic, truthful and noticeable creative visuals that attracted the attention of the audience we targeted, as it was built on insight and demonstrated the emotional component of the brand. We managed to exceed the goals and attract 21% more young audience than planned, get twice as much traffic to the site than planned, get 2.5 times more media mentions than planned and exceed the set goals for the number of visitors.

Agency Name: IAMIDEA

Client Company Name: Kyiv International Film Festival “Molodist”

Ihor Finashkin

Aram Simonian

Yuriy Kuznetsov

Yuliia Didchenko

Dmytro Gorobenko

Dmytro Onisovich

Glib Rodchenkov

Ivan Adamchuk

Elizaveta Vitmanska

Mariya Mozharovska

Bronze

How to send a competitor to the garden

In 2020, AB InBev Efes Ukraine had the courage to enter the garden as well, which had been persistently cultivated by Somersby for nine years, with their apple version of the now trendy cider and plans for at least 10% of the volume in the garden.

We decided to play on the meanings and create a deconstructionist brand that was ironic about modern culture. It is the first postmodern cider ever, in which a variety of different contexts and meanings not just mix but also ferment to the limit or rather to the absence of any limit.

A commonplace Ukrainian apple garden, together with all its inhabitants, is placed in the uttermost grotesque of ideas, contexts, and meanings, which are twisted into an infernal mingle-mangle, starting from the name of the cider and ending with the history of the video.

De Sad took second place in just one season instead of the planned third place, and won 15% of volume share instead of the ambitious enough 10% of VS.

Agency Name: BBDO Ukraine

Client Company Name: AB InBev Efes Ukraine

Contributing companies:

Buzzfactory Ukraine

Vizeum

Anna Rudenko, Marketing Director, AB InBev Efes Ukraine

Karine Gariachun, Senior Brand Manager BUD & Premium Brands, AB InBev Efes Ukraine

Oleksandr Perera, Brand Manager BUD & Premium Brands, AB InBev Efes Ukraine

Victor Ishkov, Regional CEO, BBDO Ukraine & Central Asia

Denis Keleberdenko, Creative Director, BBDO Ukraine

Dima Kishka, Creative Group Head, BBDO Ukraine

Maria Teterin, Head of BBDO Branding, BBDO Ukraine

Anastasia Sirenko, Graphic Designer, BBDO Ukraine

Krystyna Kozlova, Account Director, BBDO Ukraine

Anastasia Bezhevets, Senior Account Manager, BBDO Ukraine

From beer for motorists to universal refreshment

This case is about how Baltika 0 stopped competing with beer and entered the territory of refreshing drinks and waters. By breaking the stereotypes and positioning of "beer for motorists", we have significantly expanded the situation of product consumption, and in general - the target audience. We managed to change the perception of non-alcoholic beer by consumers and gave Baltika 0 a new role - a universal refreshing drink that is appropriate anytime and anywhere, like water, cola or carbonated drinks. The campaign made Baltika 0 a hit this summer and promoted the entire non-alcoholic beer category.

We significantly exceeded the sales plan for the novelty by +167%. Thanks to the marketing efforts of Baltika 0, this year's segment grew by a record 16%! Baltika 0 grew by 55%, significantly strengthening its leadership in the segment.

Viktoriia Krutik, Marketing Director, Carlsberg Ukraine

Katerina Belskaya, Brand Manager, Carlsberg Ukraine

Liliia Liash, Brand Specialist, Carlsberg Ukraine

Alexander Netrebchuk, Creative Director, McCann Kyiv

Anastasiya Kostikova, Account Director, McCann Kyiv

Vladislav Shevchenko, Art-Director, McCann Kyiv

Olga Levytska, Copyrighter, McCann Kyiv

Olga Kutuzova, Client Service Director, McCann Kyiv

Alla Lytvyn , Media Group Head, Initiative

Liliia Yevtushenko, Media Planner, Initiative

Silver

Morshynska: Voice of Water. The first audioidentitiy of Natural Ukrainian Water

Drinking water naturalness is the main category driver, so almost all brands talk about it. After years of "Be in shape" communication, Morshynska as a category leader had to tell about her own unique naturalness and Carpathian origin like no other brand.

The music created by water of the Carpathians in collaboration with ONUKA, DakhaBrakha, Katya Chilly and The Maneken allowed to feel Morshynska naturalness at a deep level. Musical collaboration turned to being natural as part of Ukrainian identity. As a result — sales increased by 20%, market share - by 2.8 percentage points, and advertising continues to work for the brand even after the campaign.

Natalia Revika, Marketing Director, IDS Borjomi

Iryna Lopot, Marketing Manager, IDS Borjomi

Evgenia Mikhaylenko Brand Manager, IDS Borjomi

Володимир Білець, New Media Head, IDS Borjomi

Viktor Shkurba, Chief Creative Officer, [isdgroup]

Nataliya Tachinskaya, Сreative Director, Аrt Director, [isdgroup]

Михайло Траверсе, стратегічний директор, [isdgroup]

Svetlana Mironchuk, Account director, [isdgroup]

Eugene Golovatenko, Сreative Producer, [isdgroup]

Dariia Andriushchenko, Account manager, [isdgroup]

TryBlueSky

The purpose of education is to show people the way to a better life. And the task of out-of-school educational institutions is to prevent young people from turning to alcoholism and drug addiction in search of thrills, which has become more widespread in our time than ever before. As part of this mission, instead of ineffective stories about the dangers of drugs and calls not to use them, we have offered a really much cooler alternative, which also changes the circle of communication and gives new cool friends, pulling young people out of the toxic environment. And they did it using the drug distribution channel as a media channel - for the first time in the world!

The result showed that we hit both the insight and the audience with absolute accuracy. The lives of 33 young people have changed dramatically, now they have a completely different, incredibly cool future. ASC's boldest expectations have been exceeded more than 1.5 times, and this year the company will continue to send to the sky those who have previously looked to the ground in search of a "bookmark" with drugs.

Agency Name: MEX a member of Havas

Client Company Name: Aerospace Center of KPCY

Yegor Kharkoff, Creative Director, MEX a member of Havas

Oleksandr Mykytenko, Director, MEX a member of Havas

Oleksandr Brusko, Account Group Head, MEX a member of Havas

Michael Yablochkov. Art-director, MEX a member of Havas

Kuligina Olga Oleksandrivna, Aerospace Center of KPCY

Silver

#Everest_at_Home — how to bring 60 people to the highest summit being home at quarantine

Despite the lockdown, standing railway and air traffic, closed country borders and lack of opportunities to travel, Gorgany started the tourist season 2020 loudly. #EVERESTatHOME was the first online event making the audience hope for the better and giving a reason to buy new outfits and clothing.

During a month, by our efforts 60 persons climbed Mount Everest — this by 2.5 times exceeds any prior results. While the traffic and sales on competitors' websites fell, we soared by 234% online and increased last-year sales by 17%. In the summer, the Ukrainian brand Gorgany soared to top of mind among outdoor retail overtaking powerful international brands.

Agency Name: Postmen

Client Company Name: Gorgany

Yaroslav Vedmid, CEO, Postmen

Zaremba Elizabeth, SMM manager, Postmen

Ira Pavlova, Art director, Postmen

Olga Mykhalets, Creative producer, Postmen

Igor Bondarenko Sound Designer, Postmen

Vladislav Doroshenko, Designer, Postmen

Andriy Bandrivskyy, Strategy Director, Gorgany

Christina Senkiv, Marketing manager, Gorgany

Silver

Ukraine WOW: how we turned a nation-wide hate into WOW!

Ukrainian Railways is the largest transport operator in Ukraine, which media field is, unfortunately, mainly notorious. To create a new positive experience of human interaction with the railway, on November 4, before Railroad Workers Day, we turned an old luggage compartment at the Central Railway Station into an interactive exhibition Ukraine WOW, telling people about Ukraine, as if it was a fellow passenger on the train. The exhibition set an absolute attendance record in the history of Ukraine (333,335 visitors), became the first project of Ukrainian Railways, which received 95.5% of positive reviews and covered the media field with 120,000,000+ contacts. 84.6% of visitors to Ukraine WOW decided to travel more around Ukraine, 83.8% felt proud of Ukraine, and 32,000 people declared themselves Ambassadors of Ukraine at the exhibition.

Agency Name: Gres Todorchuk

Client Company Name: Ukrainian Railways

Contributing companies:

Photinus

MONO Architects

Idearoomia

Yevhen Kravtsov, former CEO, Ukrainian railways

Yaroslava Gres, Partner, Gres Todorchuk

Yulia Solovei, Head of projects, Gres Todorchuk

Max Robotov, Co-founder, Photinus

Serhiy Sofin, Chief designer of the exhibition, Gres Todorchuk

Viktoriya Oskilko, Founder, MONO Architects

Mykhailo Vybodovskyi, Chief project manager, Gres Todorchuk

Oleksandr Slobodyanik, CEO, Idearoomia

Dariia Lubimova, COO, Gres Todorchuk

Your moves – your rules!

Among taxi aggregator apps, Uklon is a Ukrainian product that competes with international players. Because of the new strategy and creative idea we were able to consolidate the whole brand communication in one clear message. This way we were able not just achieve the goals that were set but also go over the planned indexes( +25% were planned, we mostly increased to +40% on average) and increased recognition without pointing from 50% to 70%

Agency Name: IAMIDEA

Client Company Name: UKLON

Vadym Ischenko, CMO, UKLON

Agata Gradova, art-director, UKLON

Igor Finashkin, creative director, IAMIDEA

Aram Simonian, strategy director, IAMIDEA

Dmytro Gorbenko, copywriter, IAMIDEA

Yulia Didchenko, art-director, IAMIDEA

Kateryna Shynkaruk, account manager, IAMIDEA

Silver

Bedtime Kefir

The case summary will be published in the Effie Winners section at website and Case Database. It may also be used for promotional purposes and should not contain any confidential information.

Agency Name: VMLY&R

Client Company Name: Danone Ukraine

Contributing companies:

Сarat Ukraine

Andrii Poluektov

Svitlana Korniienko

Anna Dembitska

Timur Amirkhanov

Ira Boiko

Oleg Nikitchuk

Myroslava Mikhnenko

Angela Zalevska

Taisiia Reut

Bronze

Tasty, because it’s made of farm MMMM….Milk

The case summary will be published in the Effie Winners section at website and Case Database. It may also be used for promotional purposes and should not contain any confidential information.

Agency Name: VMLY&R

Client Company Name: Danone Ukraine

Contributing companies:

Сarat Ukraine

Andrii Poluektov

Svitlana Korniienko

Anna Dembitska

Timur Amirkhanov

Ira Boiko

Lidiia Dudnik

Myroslava Mikhnenko

Taisiia Reut

QUARANTINE ENTERTAINMENT

In April 2020, the brand increased its market share from 6% to 18% due to communication aimed at psychological support for Ukrainians.

Agency Name: Kinograf

Client Company Name: "Duhmyana Hata" Yeast

Contributing companies:

MixDigital

SIGMA

Kinograf

Tetiana Dotsenko, Marketing Manager В2С, Lesaffre Ukraine

Maryna Skrypchenko, Commercial Director, Lesaffre Ukraine

The Biggest CV Ever Made

A small number of clients in Ukraine know about [isdgroup]. After all, there is a demand abroad for creative and technological expertise owned by [isdgroup]. In the Ukrainian market in 2019, this expertise remained unclaimed, and the profile of the agency's work is unclear.

On our 15th birthday we decided to tell about ourselves developing agency CV. World’s biggest CV, which is also a pop-up museum in the head of agency creative director, Vitya Shkurba. The "Head" gave the opportunity to existing and potential clients to get acquainted with the approach of the agency and feel the effect of creative and technological projects. Due to the museum [isdgroup] spending 0 budget for the media received 3 requests for the development of innovative projects and increase in annual turnover by 71%

Agency Name: [isdgroup]

Client Company Name: [isdgroup], -

Contributing companies:

KA.KA.HA

St.Mary & Co Art Studio

Alina Revenko, Head of Strategy, [isdgroup]

Andrii Mishchenko, Creative Group Head [isdgroup]

Kateryna Malashok, Copywriter [isdgroup]

Dmytro Yatsyna, Copywriter [isdgroup]

Viktor Shkurba, Art-director [isdgroup]

Sergii Tomchuk, designer [isdgroup]

Olga Varchenko designer [isdgroup]

Julia Lybenska designer [isdgroup]

Oksana Shevchuk produser [isdgroup]

Yaroslava Sidorchuk produser [isdgroup]

Gold

Brownie Therapy

Our campaign is a huge leap up and forward with simultaneous scaling during the market crisis, changes in consumer behavior and information chaos. We wanted to survive, but instead we grew sufficiently.

Our efforts and solutions lead to turnover increase in the 2nd quarter 2020 on 103% comparing to planned break-even point. Delivery service became a strong segment between other sales channels, which resulted in 34,63% turover increace in 3rd quarter 2020.

Business became adaptive, and we are ready for new waves of quarantine and severe lockdown

Agency Name: McCann Kyiv

Client Company Name: Veterano Brownie

Julia Kochetova-Nabozhniak, Julia Kochetova-Nabozhniak, co-founder, Veterano Brownie

Roman Nabozhniak, co-founder, Veterano Brownie

Saliar Ali, cameraman, freelance

Stella Shabliovska, motion designer, freelance

#Heroesofmyday: the heroes without coats, but in masks

During the pandemic, 99.8% of Silpo workers continued their work in the ordinary course. People felt confused, realizing a great responsibility at the same time. Silpo wanted to emphasize the important role of their employees and to support them. We realized that the quarantine brought to the forefront new heroes without coats, but in masks - representatives of the service sector, who went to work every day and enabled the life of the whole country. This is how #Heroesofmyday appeared - a project that was the first to launch an all-Ukrainian wave of gratitude to the heroes of the new times. The video with gratitude from Silpo went viral with 1,200,000+ views, our wave of gratitude was picked up by 100+ Ukrainian companies, the project covered 34,500,000 contacts with zero investment in 100% media and 88% of Silpo's mentions, and the total number of thanks to #Heroesofmyday was 40,000+.

Agency Name: Gres Todorchuk

Client Company Name: Silpo

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Yulia Solovei, senior team leader, Gres Todorchuk

Oleksandra Kulinich, project manager, Gres Todorchuk

Darina Schallie, PR manager, Gres Todorchuk

Mykhailo Kryhel, content manager, Gres Todorchuk

Kateryna Oguriaieva, Chief Marketing Officer, Silpo

Gold

Can be bank in the phone? Yes, it can. monobank

With the launch of a national media campaign, monobank has shown that the bank in the phone can change the attitude to the perception of the classic bank. After all, monobank is a clear application in which the whole set of banking services can be obtained via a smartphone, without the need to visit branches. In the format of simple questions and answers, the advertisement told about the key advantages of monobank. And the achieved goals in the growth of customers +400 000 and the emergence of the TOP-3 banks in the number of active cards is a clear example of a successful campaign

Agency Name: Initiative

Client Company Name: monobank

Sergii, Kostin, Managing Director, Initiative

Oksana, Marusych, Data & Planning Director, Initiative

Julia, Khanina, Media Group Head, Initiative

Anatolii, Rogalskiy, СМО, monobank

Silver

Promprylad.Renovation: $5mln to change the country

How to raise $5mln. into an innovative project during 25 weeks, if less than 1% of Ukrainians have investment experience? Promote the impact investment model: an opportunity to become a part of a community that changes the country!

Simultaneous launch of awareness and performance campaigns: emotional and rational arguments, holistic communication, advertising, landing pages, influencers, media, offline events and call-center.

As a result more than $5mln. raised, the plant purchased by the project, a community of 409 investors, international support and transformation of Promprylad into a top destination in Ukraine!

Agency Name: plusone

Client Company Name: Promprylad.Renovation

Tetiana Morgun, Project manager, plusone

Nadiia Rokytianska, Creative, Art-director, plusone

Oleksandr Arhat, Strategist, plusone

Marharyta Kleshchaeva, Client Service Director, plusone

Yuliia Styopkina, Advertising Manager, plusone

Andriy Kukhar, Video designer, plusone

Stanislava Brylenko, Designer, plusone

Olga Postushna, Web-developer, plusone

Catherine Lubitska, Project manager, plusone

The bank with which everything succeeds

It’s a challenge to become a bank №1 for an audience that quickly switches from trends to trends and feels false in communication.

We completely renewed the style of JuniorBank, released a card that every young holder could make for themselves, with the help of a whole set of cool stickers (which also settled in the Telegram). We added the youth style to the site, social networks and communication. We launched an interactive quest, where young people with a fan pimped up their cards and financial skills. And as a result, we managed to activate not only the existing clients, but also to attract new holders and increase the frequency of transactions.

After the reboot of JuniorBank the average monthly card issue rate exceeded the target on 240 %. Also, Junior cardholders began to pay more often, the average number of transactions grew on 52 %.

Alla Zagorodnia, Group Account Director, McCann Kyiv

Anna Pastovenska, Account Manager, McCann Kyiv

Elena Gnucheva, Creative Group Head, McCann Kyiv

Igor Kuzibekov, Senior Art Director, McCann Kyiv

Ruslan Shyrokopoias, Senior designer, McCann Kyiv

Serhii Bilyi, Designer, McCann Kyiv

Nataliia Gut, Designer, McCann Kyiv

Daria Gordiichuk, Senior Сopywriter, McCann Kyiv

Tatiana Lutsenko, Marketing Manager, Mastercard Ukraine

Anna Pavlova Head of JuniorBank Department

The cyberworld protection guide

There are many cybercriminals in Ukraine who hunt for our personal data. Young people aged 14–18 neglect basic means of data protection and are extremely vulnerable to cybercriminals. With the help of an information campaign on cyberhygiene, we managed to motivate teenagers to use additional security tools on the Internet: 70% of respondents who read the project materials, changed their online behaviour to a safer one. Moreover, 52% encouraged their friends and relatives to use the two-factor authentication which in the long run, would make it possible to ensure resilience to cyberthreats of Ukraine’s population as a whole, which means it makes a significant contribution to creating positive changes for the well-being of the people in the country. 

Agency Name: Be—it Agency

Client Company Name: Albany Associates

Contributing companies:

Universal McCann

WhyNot? Enot

Corestone Group

Digital Religion

Oleg Naumenko, Project Coordinator, Albany Associates

Kristina Nikolayeva, Managing Director, Be—it Agency

Oksana Sorzhulenko, Creative Director, Be—it Agency

Yevhen Posokhov, Associate Creative Director, Be—it Agency

Pavlo Pastushenko, Senior Creative Copywriter, Be—it Agency

Miroslava Gribova, Corporate Communications Practice Lead, Be—it Agency

Yaryna Martyniuk, Account Manager, Be—it Agency

Kate Revenko, Brand Strategist, SageCraft

Anna Dragunova, Managing Director, Universal McCann

Evgen Taller, CEO, WhyNot? Enot

Bronze

DUHMYANA HATA VS LVIVSKY

In April 2020, thanks to communication aimed at psychological support for Ukrainians, the brand increased its market share from 6% to 18%, mostly due to Lvivsky Yeast. Lvivsky's market share decreased from 68% to 60%.

Kinograf

Tetiana Dotsenko, Marketing Manager В2С, Lesaffre Ukraine

Maryna Skrypchenko, Commercial Director, Lesaffre Ukraine

Gold

Pit Bull Fight

За рахунок нової комунікації що дозволила на 300% зменшити бюджети на залучення нових споживачів та підтримку існуючих: в ринку що впав, ми підняли продажі на 33% та стали лідером категорії.

Agency Name: ODDEE agency

Client Company Name: New Products Group

Contributing companies:

NEOS Digital Agency

Gennadii Dovgan, Chief Marketing Officer, New Products Group

Elena Chuvakina, Head of Brand Department, New Products Group

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

Elena Selutina, Head of communications, New Products Group

Iuliia Chizh, Head of TM management group Department of Marketing, New Products Group

Anna Malakhova, Head of Digital, New Products Group

Ivan Bazar, General Manager, ODDEE agency

Alina Tsyganok, Creative Director, ODDEE agency

Yauheni Adamenko, director, ODDEE agency

Natalia Kucherenko, Client Service Director, NEOS Digital Agency

Bronze

Voice of Water. The first audioidentitiy of Natural Ukrainian Water

Drinking water naturalness is the main category driver, so almost all brands talk about it. In 2019 Morshynska as a category leader had to tell about her own unique naturalness like no other brand

Music collaboration of natural water with ONUKA, DakhaBrakha, Katya Chilly and The Maneken turned to naturalness, which is part of Ukrainian identity. Music made millions of people feel naturalness in a video, on the radio, at a concert and by scanning a QR right from the bottle.

Sales increased by 20%, market share — by 2.8 percentage points, and music became part of Ukrainian culture and continues to work for the brand even after campaign ended.

Наталія Ревіка, Маркетинг Директор, Моршинська

Ірина Лопот, Маркетинг Менеджер, Моршинська

Evgenia Mikhaylenko Brand Manager, IDS Borjomi

Володимир Білець, New Media Head, IDS Borjomi

Viktor Shkurba, Chief Creative Officer, [isdgroup]

Nataliya Tachinskaya, Сreative Director, Аrt Director, [isdgroup]

Михайло Траверсе, стратегічний директор, [isdgroup]

Svetlana Mironchuk, Account director, [isdgroup]

Eugene Golovatenko, Сreative Producer, [isdgroup]

Dariia Andriushchenko, Account manager, [isdgroup]

Website about website

Based on the industry standard for developing online projects, we created a game about a project from the life of a brand manager who needed to make an online store. The game tells and shows all the pipeline development, including briefing, commercial proposal, terms of reference, design, testing and launch.

Exclusively due to a well-created story, which was told in a way that did not leave indifferent any of the target audience, we prepared customers to work with the agency, showed how they will go with the developers, how important it is to pay attention to their decisions and influence each stage approval.

Agency Name: CF.Digital

Client Company Name: Digital Development Committee VRK, CF.Digital

Contributing companies:

Galagan

Iryna Mushtina, СЕО, CF.Digital

Diana Besarab, рrоject manager, CF.Digital

Philip Bilianskyi, creative director, CF.Digital

Iarmolenko Volodymyr, web-developer, CF.Digital

Anastasiia Zaitseva, copywriter, CF.Digital

Gold

Newbie, who changed the perception of sauces

Thanks to other markets analysis, understanding our target audience’s insights and studying trends, we entered the previously unknown category of sauces and launched a new subcategory - skillet-sauces, creating our own product "Cooking in sauce".

And thanks to prudent marketing and communication strategies and quick decisions and actions to implement them, in just six months, we managed to interest consumers and trade networks in the novelty and take a worthy place next to the "category giants" Torchin and Chumak.

Agency Name: DIEVO (part of NCG)

Client Company Name: Pripravka, Private Enterprise «СПС»

Contributing companies:

MediaCom Ukraine

Vataga Agency

PifPaf Production

Bobina Production Studio

Olga Romashchenko, Head of Marketing Department, Pripravka

Tetiana Khristich, Head of R&D Department, Pripravka

Olena Serdiuk, Brand manager, Pripravka

Andrew Chuyko, Creative Leader NCG

Ivan Kucherenko, CEO, DIEVO (part of NCG)

Oleksandr Pavlov, New Business Head, DIEVO (part of NCG)

Olena Barmak, Digital Media Head, DIEVO (part of NCG)

Olga Oparina, Account Group Head, DIEVO (part of NCG)

Nazarii Kumanovskiy, Art Director, Vataga Agency

Olga Denysiuk, Senior Communication Planner, MediaCom Ukraine

Roman Filipov, Strategy Planner, MediaCom Ukraine

Bronze

How to send a competitor to the garden

In 2020, AB InBev Efes Ukraine had the courage to enter the garden as well, which had been persistently cultivated by Somersby for nine years, with their apple version of the now trendy cider and plans for at least 10% of the volume in the garden.

We decided to play on the meanings and create a deconstructionist brand that was ironic about modern culture. It is the first postmodern cider ever, in which a variety of different contexts and meanings not just mix but also ferment to the limit or rather to the absence of any limit.

A commonplace Ukrainian apple garden, together with all its inhabitants, is placed in the uttermost grotesque of ideas, contexts, and meanings, which are twisted into an infernal mingle-mangle, starting from the name of the cider and ending with the history of the video.

De Sad took second place in just one season instead of the planned third place, and won 15% of volume share instead of the ambitious enough 10% of VS.

Agency Name: BBDO Ukraine

Client Company Name: AB InBev Efes Ukraine

Contributing companies:

Buzzfactory Ukraine

Vizeum

Anna Rudenko, Marketing Director, AB InBev Efes Ukraine

Karine Gariachun, Senior Brand Manager BUD & Premium Brands, AB InBev Efes Ukraine

Oleksandr Perera, Brand Manager BUD & Premium Brands, AB InBev Efes Ukraine

Victor Ishkov, Regional CEO, BBDO Ukraine & Central Asia

Denis Keleberdenko, Creative Director, BBDO Ukraine

Dima Kishka, Creative Group Head, BBDO Ukraine

Maria Teterin, Head of BBDO Branding, BBDO Ukraine

Anastasia Sirenko, Graphic Designer, BBDO Ukraine

Krystyna Kozlova, Account Director, BBDO Ukraine

Anastasia Bezhevets, Senior Account Manager, BBDO Ukraine

The first cream that does not scare with ageing

Launching Hyaluron Expert range of antiageing creams, we chose an unexpectedly young TA: 25-40-year-old women. This is the age when the first wrinkles appear, but young women are not yet ready to buy antiageing products.

In order to beat the prejudice, we removed age indication from the package and the topic of ageing from communication. Instead, we focused on the unique format of the cream ingredients and their effect. To gain trust, we engaged a celebrity relevant to the TA: designer Katia Silchenko. And to build knowledge, we used the most encompassing communication channels and 360 strategy. We created a TV commercial and its digital sequel, and shot a series of interviews with Silchenko. To cover even larger young TA, we engaged bloggers, added online and offline sampling, and received positive reviews on the cream in social networks. Moreover, we stimulated women to buy our product with gifts: accessories designed by Silchenko.

The sales numbers of the range have proven high efficiency of our campaign: the expectations exceeded by almost 300%! Hyaluron Expert has become the most popular1 day cream among all the antiageing creams bought by Ukrainian women.

Agency Name: McCann Kyiv

Client Company Name: L’Oréal Paris

Contributing companies:

TV Lab

Resolution Media (OMD OM Group)

Kateryna Zakharash, Marketing Director in Skincare & Deodorants category

Tetiana Boiar,Skincare Product Group Manager, L’Oréal Ukraine

Alona Dzaharian, L’Oréal Paris Brand Manager in the Face Care category

Alina Makarenkova, Junior Digital Media Specialist, L’Oréal Ukraine

Yuliia Gurenko, Group Account Director, McCann Kyiv

Kateryna Sokolyuk, Strategic Director, McCann Kyiv

Olga Levytska, Copywriter, McCann Kyiv

Kateryna Goryslavets,Copywriter, McCann Kyiv

Anna Lyubchenko, Art Director, McCann Kyiv

Bronze

Voice of Water. The first audioidentitiy of Natural Ukrainian Water

Drinking water naturalness is the main category driver, so almost all brands talk about it. After years of "Be in shape" communication, Morshynska as a category leader had to tell about her own unique naturalness like no other brand.

We created an "impossible" music collaboration: ONUKA, DakhaBrakha, Katya Chilly, The Maneken and natural water. This music appealed to the naturalness that is part of Ukrainian identity, through musicians who embodied modern Ukrainian culture.

Born in the Carpathians (the birthplace of Morshynska), music collaboration increased sales by 20%, market share — by 2.8 percentage points and it still continues to work for the brand even after campaign ended.

Natalia Revika, Marketing Director, IDS Borjomi

Iryna Lopot, Marketing Manager, IDS Borjomi

Evgenia Mikhaylenko Brand Manager, IDS Borjomi

Володимир Білець, New Media Head, IDS Borjomi

Viktor Shkurba, Chief Creative Officer, [isdgroup]

Nataliya Tachinskaya, Сreative Director, Аrt Director, [isdgroup]

Михайло Траверсе, стратегічний директор, [isdgroup]

Svetlana Mironchuk, Account director, [isdgroup]

Eugene Golovatenko, Сreative Producer, [isdgroup]

Dariia Andriushchenko, Account manager, [isdgroup]

Bronze

Awareness via programmatic instead of TV and outdoor

Programmatic became the basis for IQOS digital communication and played a key role in the large-scale regional expansion. We used programmatic at all stages – from awareness building in each city, trial and the first purchase to continuous communication with current customers.

Using programmatic tools, we managed to maintain a 60-80% TA reach monthly with separate campaigns for each city, set up remarketing without Google and targeting with custom messages to behavioral segments instead of social demographic.

Within six months, using programmatic tools, we built awareness from <5% to 30% in cities of the 3rd launch wave and increased knowledge from 20% to 46% in cities of the 2nd launch wave - without TV, OOH, social networks and Google.

Agency Name: NEOS

Client Company Name: Philip Morris Ukraine

Dmytro Zinchenko, Head of Digital, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Olga Gorobets, Manager Digital Marketing, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Inna Sheremetieva, Digital Paid Media Lead, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Viktoriia Sharovatova, Manager Design & Content, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Sergiy Volchkovych, СЕО, NEOS

Natalia Kucherenko, Client Service Director, NEOS

Daryna Sorochenko, IQOS Team Lead, NEOS

Karina Yezikyan, Account Manager, NEOS

Larysa Balakireva, Strategic Planner, NEOS

Dmytro Herasymenko, Analytic Lead, NEOS

Gold

Brownie Therapy

Our campaign is a huge leap up and forward with simultaneous scaling during the market crisis, changes in consumer behavior and information chaos. We wanted to survive, but instead we grew sufficiently.

Our efforts and solutions lead to turnover increase in the 2nd quarter 2020 on 103% comparing to planned break-even point. Delivery service became a strong segment between other sales channels, which resulted in 34,63% turover increace in 3rd quarter 2020.

Business became adaptive, and we are ready for new waves of quarantine and severe lockdown

Agency Name: McCann Kyiv

Client Company Name: Veterano Brownie

Julia Kochetova-Nabozhniak, Julia Kochetova-Nabozhniak, co-founder, Veterano Brownie

Roman Nabozhniak, co-founder, Veterano Brownie

Saliar Ali, cameraman, freelance

Stella Shabliovska, motion designer, freelance

Carton clone saves cats

Social media has become our main (generally the only) channel of communication. Given our minimum budget, we needed to make the most efficient use of available tools. Thanks to the most accurate targeting, our promo reached exactly those we wanted to address. In this way, we not only returned the donations to the foundation, but also encouraged even more people to join the charity.

Agency Name: McCann Kyiv

Client Company Name: Happy Paw

Contributing companies:

‘Postproduction and Digital’ Ltd

Dmytro Baza, Senior Art Director, McCANN Kyiv

Vsevolod Medvediev, Copywriter, McCANN Kyiv

Hanna Bobina, Client Service Director, McCANN Kyiv

Yuliia Storchak, Creative Director, McCANN Kyiv

Vladyslava Hovorukhina, Account Manager, McCANN Kyiv

Liudmyla Kviatkovska, Digital Lead, McCANN Kyiv

Kateryna Sokoliuk, Associate Strategy Director, McCANN Kyiv

Gold

Children need their parents

This year we set ourselves a goal that was unattainable before - to raise a record fund for Family Rooms, when all donations are directed only to COVID-19, the number of visitors is limited. Why is this important for us? Because we have always upheld family values, and parents being with their child during the illness promotes better recovery.

"Children need their parents" is an axiom that should not be argued and that resonates with everyone. We implemented a multi-campaign, which achieved phenomenal results in just one month - UAH 7,300,000 to create comfortable conditions for families in difficult circumstances.

Olga Vvasylieva, Marketing Director, McDonalds Ukraine

Larysa Borysenko, Digital & Content Manager, McDonalds Ukraine

Kseniya Mykhaylenko, Strategic Director, OMD OM Group

Alyna Bykova, Client Service Director, OMD OM Group

Irina Dolgopolova, Account Director, OMD OM Group

Elena Pavlychenko, Strategic Planner, OMD OM Group

Elena Tomash, Account Director, TBWA Ukraine

Tatiana Fedorenko, Creative Director, TBWA Ukraine

Anna Launets, Creative Group Head, TBWA Ukraine

Anastasiia Yanovych, Head of Art, TBWA Ukraine

Anti-quarantine for pets

Quarantine has become a real drama for pets. А fake from the Ministry of Health that they are transmitters of coronavirus. Numerous rumors. As a result, people began to get rid of animals. We set ourselves the goal of helping Ukraine's largest shelter survive the corona crisis. That's why we created posters and launched an information campaign that helped disprove the fake that pets are transmitters of COVID-19. The level of knowledge about Sirius increased by 30%, during the campaign no animal was sheltered for fear of contracting COVID-19.

Agency Name: TABASCO

Client Company Name: Sirius Homeless Animal Shelter

Alexander Smirnov, creative director, TABASCO

Artem Gusev, art director, TABASCO

Serhii Artemenko, copywriter, TABASCO

Olga Zhegulina, producer, TABASCO

Ganna Ustynova, PR-manager, TABASCO

Eugenia Ruban, digital account director, TABASCO

Ruslan Hadhzliiev, digital account manager, TABASCO

Alexandra Mezinova, director, Sirius Homeless Animal Shelter

Silver

Ukraine WOW: how we turned a nation-wide hate into WOW!

Ukrainian Railways is the largest transport operator in Ukraine, which media field is, unfortunately, mainly notorious. To create a new positive experience of human interaction with Ukrainian Railways, on November 4, before the Railroad Workers Day, we turned the old luggage compartment at the central railway station into an interactive exhibition Ukraine WOW, which told about Ukraine as if it was a fellow passenger on the train. The exhibition set an absolute attendance record for the entire history of Ukraine (333,335 visitors) and covered the media field with 120,000,000+ contacts. The project was mentioned in 200,000+ pages on Instagram and 1,200,000+ views on TikTok. All top Ukrainian media sources, as well as international media featured Ukraine WOW in 1500+ publications.

Agency Name: Gres Todorchuk

Client Company Name: Ukrainian Railways

Contributing companies:

Photinus

MONO Architects

Idearoomia

Yevhen Kravtsov, former CEO, Ukrainian railways

Yaroslava Gres, Partner, Gres Todorchuk

Yulia Solovei, Head of projects, Gres Todorchuk

Max Robotov, Co-founder, Photinus

Serhiy Sofin, Chief designer of the exhibition, Gres Todorchuk

Viktoriya Oskilko, Founder, MONO Architects

Mykhailo Vybodovskyi, Chief project manager, Gres Todorchuk

Oleksandr Slobodyanik, CEO, Idearoomia

Dariia Lubimova, COO, Gres Todorchuk

Children need their parents

This year we set ourselves a goal that was unattainable before - to raise a record fund for Family Rooms, when all donations are directed only to COVID-19, the number of visitors is limited. Why is this important for us? Because we have always upheld family values, and parents being with their child during the illness promotes better recovery.

"Children need their parents" is an axiom that should not be argued and that resonates with everyone. We implemented a multi-campaign, which achieved phenomenal results in just one month - UAH 7,300,000 to create comfortable conditions for families in difficult circumstances.

Olga Vvasylieva, Marketing Director, McDonalds Ukraine

Larysa Borysenko, Digital & Content Manager, McDonalds Ukraine

Kseniya Mykhaylenko, Strategic Director, OMD OM Group

Alyna Bykova, Client Service Director, OMD OM Group

Irina Dolgopolova, Account Director, OMD OM Group

Elena Pavlychenko, Strategic Planner, OMD OM Group

Elena Tomash, Account Director, TBWA Ukraine

Tatiana Fedorenko, Creative Director, TBWA Ukraine

Anna Launets, Creative Group Head, TBWA Ukraine

Anastasiia Yanovych, Head of Art, TBWA Ukraine

Silver

#Everest_at_Home — how to bring 60 people to the highest summit being home at quarantine

When everyone stopped, we added momentum and adapted the low-budget strategy, creating the top tourist event of the year. And they proved that even in times of crisis and total uncertainty it is possible not only to achieve the set goals, but to exceed them.

At a time when traffic and sales on competitors' sites were falling, and they continued to spend budgets on paid promotion - we organically soared 234% online and added 17% to last year's sales - despite the lockdown, declining incomes of Ukrainians and limited opportunities for travel.

In the summer, the Ukrainian brand Gorgany soared to the top of mind among outdoor retailers, overtaking powerful international brands.

Agency Name: Postmen

Client Company Name: Gorgany

Yaroslav Vedmid, CEO, Postmen

Zaremba Elizabeth SMM менеджер, Postmen

Ira Pavlova Art director, Postmen

Vladislav Doroshenko Designer, Postmen

Olga Mykhalets Creative producer, Postmen

Igor Bondarenko Sound Designer, Postmen

Andriy Bandrivskyy Strategy Director, Gorgany

Christina Senkiv Marketing manager, Gorgany

Bronze

How we burnt grass at the main football stadiums

Thanks to the insight and a strong creative idea, UAnimals NGO drew the attention of Ukrainians to the problem of burning the dry grass and created the media push for the adoption of a bill that increases the responsibility for arsons. With an investment of $0 in the implementation of the idea, our Photoshoped “burning” stadiums covered almost 5 million contacts. On May 22, the People's Deputy of Ukraine Oleksandr Marikovsky announced on his page about the registration of the bill №3526, which increases the responsibility for burning the dry grass, referring in a post to our "burned" stadiums. On September 1, 2020, Bill # 3526 was adopted in the first reading.

Agency Name: Gres Todorchuk

Client Company Name: UAnimals

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Olga Garkusha, Creative manager, Gres Todorchuk

Quarantine with benefit

Distance learning is inefficient for preschoolers during quarantine. Therefore, we had to find a way to tell parents how to teach their restless kids without leaving home.

Within a week after receiving the task, we involved 15 top Ukrainian celebrities free of charge with total audience of 8.7 million people. In an average commercial project, it would have costed us about UAH 500,000. With their help we turned recommendations for preschoolers’ parents into the most desirable and available content.

We reached organic coverage of 4.6 million people, which makes 81 % of the campaign total coverage.

Agency Name: McCann Kyiv

Client Company Name: UNICEF

Contributing companies:

Universal McCann

Tetyana Kazanzhy, Behavioral and Social Change Communication Project Manager, UNICEF Ukraine

Nina Sorokopud, Head of External Communications and Partnership, UNICEF Ukraine

Olga Rozhankivska, Client Service Director

Luidmila Khilko, Digital Lead, McCann Kyiv

Oksana Kapranova, Senior Art Director, McCann Kyiv

Katya Goryslavets, Copywriter, McCann Kyiv

Oksana Rakoid, Account Executive, McCann Kyiv

Tetiana Berezovskaya, Digital Director Universal McCann

Gold

How to make any ad in the advertising block an advertisement for monobank!

Against the background of the nationwide campaign "Bank in a phone", which in a simple format "Question-Answer" told about all the benefits that can be obtained from monobank, we implemented an unusual media solution - "trailers" - 5 sec. TVCs that appeared in advertising blocks after TVCs advertising food, drinks and electronics. The TVCs said that the product that was advertised just now could be bought in instalments or get cashback. This surely become one of the most discussable format around the market and boosted involvement into the communication with brand what reflected in the results of the new clients: +400 000 during the campaign.

Agency Name: Initiative

Client Company Name: monobank

Sergii Kostin, Managing Director, Initiative

Oksana Marusych, Data & Planning Director, Initiative

Julia Khanina, Media Group Head, Initiative

Anatolii, Rogalskiy, СМО, monobank

Bronze

Eat This Playlist!

While the market looked at the launch of Spotify as just another headline, in 24 hours we looked at its functionality and saw that music service playlists could become our media channel. Thanks to the names of the tracks and their arrangement in the correct sequence, we made three playlist recipes for traditional Ukrainian dishes to give our welcome greetings to Spotify in Ukraine.

A different approach from the whole market allowed us to attract the attention of Ukrainian and international media, providing coverage of 2.56 million people and 120,000 reactions to the news of the first campaign on Spotify.

Vitalii Kapustian, Creative Director, TWIGA Digital Ukraine

Viktoriia Shapkina, Creative Copywriter, TWIGA Digital Ukraine

Nataliya Sokolyk, Managing Director, TWIGA Digital Ukraine

Daria Bohdanova, Account Manager, TWIGA Digital Ukraine

Anastasiia Kanonska, Content Manager, TWIGA Digital Ukraine

Anna Ostapenko, Strategy Director , Media First Ukraine

Oksana Kramarenko, Category Marketing Manager Beverages, PepsiСo

Lesya Shchigol, Digital Marketing Manager PepsiCo Ukraine

Mariia Yevtushenko, Digital Specialist CSD & Snacks Category PepsiCo Ukraine

Data is our Primary Deposit

Using predictive data models, PUMB was able to calculate in real-time the impact of factors on the inflow of new customers, model scenarios and see how changes in media placement and communication message affect the number of "new customers" and call center workload, and on daily basis make adjustments to advertising activity.

Thanks to this approach, PUMB attracted 2.4 times more "new customers" on deposits, the cost of attracting 1 customer decreased by 27%, and the share of "quality" calls to the call center increased by 33%

Agency Name: MPB

Client Company Name: PUMB

Contributing companies:

MullenLowe Adventa

Empower

DIEVO (part of NCG)

Nataliya Demydenko, Head of Marketing Communications and Branding Department, PUMB

Iryna Kishchenko, Marketing Communications Manager, PUMB

Sergey Yakovlev, Account Director, MPB

Olha Maiboroda, Client relations manager, MPB

Olga Fedirko, Data Scientist, MPB

Natalia Bulbuk, Head of Data Science & Strategist, MPB

Ihor Husarov, Director of marketing communications department, MPB

Lesya Mandryk, Business Analyst, Empower

Alexandr Pletenetskiy, Art Director “Mullenlowe Adventa”

Kateryna Melnyk, Senior Copywriter, “Mullenlowe Adventa”

TSUM-TSYOM

Updated TSUM is a benchmark of shopping-experience and cultural life of the capital. However, state-of-the-art interior design and international clothing brands have mistakenly created the image of inaccessibility among potential buyers.

The goal of TSUM is to become reliable, open to the audience in order to grow the customer base and business.

We have made the TSUM sign our main channel of communication and replaced it with "TSYOM" signboard on Valentine’s Day. With minimal media spend we have received media coverage worth of 1.7 million, as well as being talked about in TOP-5 cities of Ukraine. 80%+ of the covered audience liked the campaign and wanted to share it, while 58% improved their attitude to the brand. The intention to visit TSUM among people who interacted with our campaign was twice as high as average.

Agency Name: N/A

Client Company Name: TSUM

Marusya Koval, Head of creative & PR TSUM KYIV

Karina Berbenets, PR & Corporate Communications Manager TSUM Kyiv

Darya Zhydko, Art Director TSUM Kyiv

Sofia Dutchak, SMM-manager TSUM KYIV

Khrystyna Yura, Senior creative department specialist TSUM KYIV

Vira Rublevska, Creative department specialist TSUM KYIV

Maksym Paliienko, Creative department specialist TSUM KYIV

Lesia Kostromina, Head of Media TSUM Kyiv

Silver

Art Tinder — How to make 7 000 000 #dates_with_art

#Date_with_art – became an unprecedented campaign aimed on promoting of Ukrainian culture and art among young people and covered 90% of the population of Ukraine aged 13-35%. Within a week, the project disrupted social media – communities grew by the thousands every day, posts with hashtags were published by the hundreds, and the public demanded new content, new art trends in chatbots, and began volunteering for the content. The media wrote about the project, which itself became a media phenomenon.

Agency Name: Postmen

Client Company Name: Executed with the support of the Ukrainian Cultural Foundation

Yaroslav Vedmid, CEO, Postmen

Hanna Savchuk, account manager, Postmen

Olga Mykhalets, Producer, Postmen

Luba Petrenko, Creative copywriter, Postmen

Iryna Pavlova, Art director, Postmen

Igor Bondarenko, Motion designer, Postmen

Yanina Shabanova, Content manager, Postmen

Vladyslava Belau, Junior Strategist, Postmen

Maksym Shtompil, Head of Web, Postmen

Oleksandra Gorchynska, Program manager, UCF

The case of the original Askorbinka

Askorbinka, which is produced by Kyiv Vitamin Plant, occupied 80% of the category of products in the checkout area of the pharmacy, which consists of healthy candies, hematogen, etc.

In 2019, two aggressive factors began to influence the share:

1) Tastes of spontaneous emotional buyers scattered on competitors;

2) Competitors who copied the appearance and name of "Askorbinka" became a threat.

The team set a goal to keep share in the cold season by fighting off hazards. The team developed communication with the story of the One True Askorbinka. The name was legally defended by Kyiv Vitamin Plant. With the release of a funny video where children play gangsters, checking if the Askorbinka is real, the share of Askorbinka has grown to 83%, outstripping the growth of the market. It went up 12% while our brand went up 16%.

The share of Kyiv Vitamin Plant’s Askorbinka grew from 80% to 83%, outstripping the category growth by 4 points.

Agency Name: BBDO Ukraine

Client Company Name: Kyiv Vitamin Plant

Contributing companies:

DIEVO

Nostra Media

Roman Matkivskiy, Deputy Director of JSC “Kyiv Vitamin Plant”

Spartak Seleznev, Marketing Director of JSC “Kyiv Vitamin Plant”

Maria Galenko, Marketing Product Manager

Victor Ishkov, Regional CEO, BBDO Ukraine & Central Asia

Denis Keleberdenko, Creative Director, BBDO Ukraine

Dima Kishka, Creative Group Head, BBDO Ukraine

Rostislav Vyshnevyi, Art Director, BBDO Ukraine

Irina Danilevskaya, Client Service Director, BBDO Ukraine

Anastasia Bezhevets, Senior Account Manager, BBDO Ukraine

Alexsandra Guliai, Producer, BBDO Ukraine

Bronze

How we taught adults to clean their teeth in the morning

Thanks to the edutainment approach to promoting Philips Sonicare using content, we managed to reach Ukrainians who did not want to learn something new about dental care in just three months.
We were able to solve tasks that years of direct TV advertising could not solve before – explain to the consumer the benefits of Philips Sonicare technology and remind them that Sonicare is chosen by dentists around the world.
Properly selected platform (morning shows with favorite presenters and professional doctors) and format (short but regular and informative mini episodes) helped teach Ukrainians to brush their teeth in a new way.

Agency Name: Carat Ukraine

Client Company Name: Philips Sonicare

Contributing companies:

The Story Lab

Natalia Paliy, Head of marketing, Philips Ukraine

Oksana Slusarchuk, Business Marketing Manager, Personal Care & Oral Healthcare, Philips Ukraine

Yulia Lytvynenko, Professional Marketing Manager, Philips Ukraine

Oksana Baliasnikova, PR Manager, Philips Ukraine

Ivanna Genyk, Trade & Shopper Marketing manager, Philips Ukraine

Toma Kiziriia, Strategic Director, Insights&Trends Lead, Carat Ukraine

Elena Provotorova, Service Excellence Director, Carat Ukraine

Iryna Naumenko, Media Activations Manager, Carat Ukraine

Veronika Goncharova, Media Activations Director, Carat Ukraine

Aleksandra Shymko, Sponsorship Strategic Manager, The Story Lab Ukraine

Bronze

Art Tinder — How to make 7 000 000 #dates_with_art

Understanding of young people - their interests, motives and barriers, has made possibility to build communication that has attracted millions of young people to relationships with art - from light flirting to serious acquaintances and daily meetings in ArtTinder. The #date_with_art campaign covered about 90% of the population of Ukraine aged 13-35, became a phenomenon in social media and was published in the media. The campaign has a long-term effect, and after its completion remained the only point of interaction between youth and art during the quarantine period.

Agency Name: Postmen

Client Company Name: Executed with the support of the Ukrainian Cultural Foundation

Yaroslav Vedmid, CEO, Postmen

Hanna Savchuk, account manager, Postmen

Olga Mykhalets, Producer, Postmen

Luba Petrenko, Creative copywriter, Postmen

Iryna Pavlova, Art director, Postmen

Igor Bondarenko, Motion designer, Postmen

Yanina Shabanova, Content manager, Postmen

Vladyslava Belau, Junior Strategist, Postmen

Maksym Shtompil, Head of Web, Postmen

Oleksandra Gorchynska, Program manager, UCF

Silver

How we burnt grass at the main football stadiums

Thanks to a strong creative idea, the campaign, aimed at attracting attention and increasing responsibility for burning dry grass, caused a media explosion. Just one post on the FC Dynamo Kyiv Facebook page got 3000+ reactions and attracted the attention of the country's main media. The action continued on the pages of the top clubs of the Premier League of Ukraine and FC "Dynamo" Minsk, receiving a total of almost 5 million contacts. On May 22, And the People's Deputy of Ukraine Oleksandr Marikovsky announced on his page about the registration of the bill №3526, which increases the responsibility for burning the dry grass, referring in a post to our "burned" stadiums. On September 1, 2020, Bill # 3526 was adopted in the first reading.

Agency Name: Gres Todorchuk

Client Company Name: UAnimals

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Olga Garkusha, Creative manager, Gres Todorchuk

Bronze

Eat This Playlist!

React quickly or lose. Unexpectedly for everyone, Spotify was launched in Ukraine on July 15. While the media and social networks were fulfilled with monotonous publications, we were already creating a Pepsi Ukraine account on this music service. In the best Ukrainian traditions, we greeted guests with delicious food: varenyky, dumplings and Kyiv-cutlets. We prepared them directly in the Spotify playlists. Of course, such dishes should be served fresh, so our playlists were released just a day after the official launch of Spotify. Not only music lovers, but also Ukrainian and international media enjoyed the dishes, providing us with coverage of 2.56 million people and more than 120,000 reactions to Pepsi news about the first campaign in Ukraine on Spotify

Vitalii Kapustian, Creative Director, TWIGA Digital Ukraine

Viktoriia Shapkina, Creative Copywriter, TWIGA Digital Ukraine

Nataliya Sokolyk, Managing Director, TWIGA Digital Ukraine

Daria Bohdanova, Account Manager, TWIGA Digital Ukraine

Anastasiia Kanonska, Content Manager, TWIGA Digital Ukraine

Anna Ostapenko, Strategy Director , Media First Ukraine

Oksana Kramarenko, Category Marketing Manager Beverages, PepsiСo

Lesya Shchigol, Digital Marketing Manager PepsiCo Ukraine

Mariia Yevtushenko, Digital Specialist CSD & Snacks Category PepsiCo Ukraine

Gold

Glasses glasses glasses

The story of how Luxoptica rebranded from optics, which was perceived by some people as a luxury eyewear store and by others as a pharmacy where glasses can be bought and has become a supermarket with its unique language and style of communication. During the image campaign, Luxoptica said that the glasses are cool. Through a product campaign, she said that Luxoptica's services are even better. After that, we managed to increase the loyalty of existing customers, gain the sympathy of a new audience, increase sales of glasses of our own brand, and also significantly increase the level of those wishing to regularly check their eyesight.

Agency Name: Bart and Fink

Client Company Name: LUXOPTICA

Daryna Hryha, Head of brand marketing LUXOPTICA

Violeta Titarenko LUXOPTICA Chief Marketing Officer

Tomin Oleg Creative Director and owner Bart&Fink

Liza Rozhkova Bart&Fink Copywriter

Polina Prosviryakova Account Director Bart&Fink

Nata Kucherova Account manager Bart&Fink

Katya Chanysheva Creative Group Head Bart&Fink

Pier Didenko Head of Art Bart&Fink

Nastya Bondar Illustrator Bart&Fink

The Energy of Changes: refreshment of the DTEK visual style

Olha Zakharova, Corporate Communications Director, DTEK

Oleksandra Orda, Head of Marketing Communications, DTEK

Anna Chikalova, Brand Manager, DTEK

Yana Bakun, Head of Content Department, DTEK

Artem Nikitin, Content Manager, DTEK

Stas Kachanovsky, Creative Director, SHOTS

Peter Storozhenko, Head of Art, SHOTS

Sergii Shevtsov, Creative Group Head, SHOTS

Danil Halyko, Copywriter, SHOTS

Mykhailo Polyvanov, Art Director, SHOTS

Gold

How we turned a running marathon into a lifelong marathon

In the spring of 2020, Nova Poshta could not hold its annual marathons and half marathons. Also, the brand could not simply communicate and promote running, because the priorities and moods of Ukrainians have changed a lot. So we rethought the image of a marathon runner as someone who covers not just the kilometrage, but the distance of a lifetime. We urged Ukrainians to tell the stories about those who pull through their own marathon of life every day, but for various reasons cannot run the usual one. After receiving 500 stories in 5 days, we offered couriers of Nova Poshta, who were 500 main lockdown marathoners, to cover the distance for those people. The video of the project was viewed almost 500,000 times, the project covered 7,000,000+ contacts, received hundreds of grateful responses to the brand, and in the absence of marathons raised the communication to a whole new level.

Agency Name: Gres Todorchuk

Client Company Name: Nova Poshta

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Inha Sakada, Team leader, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Kateryna Davydiuk, Project manager, Gres Todorchuk

Olena Plakhova, Director of Corporate Communicationsr, Nova Poshta

Leona Krasnenkova, Communications manager, Nova Poshta

Silver

#Heroesofmyday: the heroes without coats, but in masks

The pandemic has forced us to reconsider the attitude towards people whose daily work was not noticed. 99.8% of Silpo employees, as well as 35% of Ukrainians, continued to work in the ordinary course in the lockdown, despite anxiety and fear for health. Silpo wanted to support their employees and emphasize their value during this period. This is how the #Heroesofmyday project appeared, which was one of the first to bring to the forefront the heroes of the new times - heroes without coats, but in masks, and launched an all-Ukrainian wave of gratitude to people who continued to work in quarantine. The video with gratitude to the heroes from the top-manager of Silpo went viral with 1,200,000+ views, our flashmob of gratitude was picked up by 100+ Ukrainian companies, the total number of thanks to #Heroesofmyday was 40,000+, and the project covered 34,500,000 contacts and brought new heroes into communication, emphasizing the importance of their work.

Agency Name: Gres Todorchuk

Client Company Name: Silpo

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Yulia Solovei, senior team leader, Gres Todorchuk

Oleksandra Kulinich, project manager, Gres Todorchuk

Darina Schallie, PR manager, Gres Todorchuk

Mykhailo Kryhel, content manager, Gres Todorchuk

Kateryna Oguriaieva, Chief Marketing Officer, Silpo

60,000 food kits for single seniors

During the pandemic, single retirees across the country were at the highest risk of complications and mortality from coronavirus. Rozetka, the largest online retailer in Ukraine, with 2.5 million customers every day, has decided to integrate the one-click assistance option into the online shopping process of Ukrainians. In partnership with the Zhyttelyub  Foundation and Nova Poshta, a set of essential groceries for Grandmas and Grandpas was created. We encouraged people to "hang up" food kits on the Rozetka website, and within just 2 days we received the first 10,000 packages. 60,000 kits were “hung up” and delivered to retirees in 24 cities and towns of Ukraine, with the help of social services that delivered groceries to those who really needed them.

Agency Name: Gres Todorchuk

Client Company Name: Rozetka

Contributing companies:

Zhyttelyub Foundation

Nova Poshta

Yaroslava Gres, Partner, Gres Todorchuk

Oleksandr Todorchuk, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Anastasia Kamenetska, team leader, Gres Todorchuk

Sofiia Bezverkha, сontent manager, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Євген Образок, директор з маркетингу, ROZETKA

Андрій Ковалевський, бренд-менеджер, ROZETKA

#Everest_at_Home — how to bring 60 people to the highest summit being home at quarantine

At a time when the whole industry stopped and was confused, we added momentum and showed that even in the midst of the COVID-19 pandemic, it is possible to create a new format for a tourist event and hold it in isolation.

#EVERESTatHOME became the first online event that gave the audience faith and an opportunity to update their equipment and clothing.

In a month we have climbed the highest point on the planet Everest, 60 people - 2.5 times more than in all previous times. When traffic and sales on competitors' sites fell, we soared 234% online and added 17% to last year's sales. In the summer, the Ukrainian brand Gorgany soared to the top of mind among outdoor retailers, overtaking powerful international brands. 

Agency Name: Postmen

Client Company Name: Gorgany

Yaroslav Vedmid, CEO, Postmen

Zaremba Elizabeth SMM менеджер, Postmen

Ira Pavlova Art director, Postmen

Vladislav Doroshenko Designer, Postmen

Olga Mykhalets Creative producer, Postmen

Igor Bondarenko Sound Designer, Postmen

Andriy Bandrivskyy Strategy Director, Gorgany

Christina Senkiv Marketing manager, Gorgany

THE FACE OF THE PANDEMIC

Campaign coverage through offline tools and platforms was 26,500,000 exceeding the set KPIs by 165%. Campaign coverage through online tools and platforms was 18,800,000 exceeding the set KPIs by 88%. Online content received more than 400,000 reactions, and the interactive tool (Instamask) was tried on by about 15,000 users. The general level of mistrust among the population fell by 10%, and the accusations of fellow citizens for the spread of the virus decreased by 15%.

Anna Sukhodolska Head of the Department of Communications for Behavioral and Social Change, UNICEF Ukraine

Nina Sorokopud Head of External Communications, UNICEF Ukraine

Ludmila Palamar Behavioral and social change communication project manager, UNICEF Ukraine

Kateryna Bulavinova Medical Expert, UNICEF Ukraine

Metneva Irina Owner, Director and Creative Director Vandog Agency

Lukovina Arina Partner, Art Director Vandog Agency

Olga Klapak Designer, Vandog Agency

Oleg Makarichev Copywriter, Vandog Agency

Yarina Zavodovich Copywriter, Vandog Agency

TistoChallenge on Easter

Our challenge was mega-successful because it was launched at the right time and with the right message. Media performance was widely covered (3.8 million of Target Audience) and attracted hundreds of users to interact and participate in the challenge.

In April 2020, the category grew by 12% in tons. The “Duhmyana Khata” growth was 156%. 

The goal 1 was to ensure sales of at least 100 tons/month instead of 68.4 last year. Instead, we reached 175.4 tons of sales. 

With goal 2 of increasing the market share of the brand from 6% to 9% in April 2020, we achieved a share of 18%, mostly increasing it on the account of the principal competitors.

Agency Name: SIGMA

Client Company Name: LESAFFRE UKRAINE

Contributing companies:

KINOGRAF

Maryna Skrypchenko, Commercial Director of Lesaffre Ukraine

Tetyana Dotsenko, marketing manager of Lesaffre Ukraine

Iryna Krylova, Head of SMM of SIGMA

Yulia Vivcharyk, creative copywriter of SIGMA

Daria Shvydkova, SMM manager of SIGMA

Natalia Yaseneva, Media Planning Group Head of SIGMA

Silver

Promprylad.Renovation: $5mln to change the country

How to raise $5mln. into an innovative project during 25 weeks, if less than 1% of Ukrainians have investment experience? Promote the impact investment model: an opportunity to become a part of a community that changes the country!

Simultaneous launch of awareness and performance campaigns: emotional and rational arguments, holistic communication, advertising, landing pages, influencers, media, offline events and call-center.

As a result, the community of 409 investors, more than $5mln. raised, the plant purchased by the project, international support and transformation of Promprylad into a top destination in Ukraine!

Agency Name: plusone

Client Company Name: Promprylad.Renovation

Tetiana Morgun, Project manager, plusone

Nadiia Rokytianska, Creative, Art-director, plusone

Oleksandr Arhat, Strategist, plusone

Marharyta Kleshchaeva, Client Service Director, plusone

Yuliia Styopkina, Advertising Manager, plusone

Andriy Kukhar, Video designer, plusone

Stanislava Brylenko, Designer, plusone

Olga Postushna, Web-developer, plusone

Catherine Lubitska, Project manager, plusone

How METRO invited guests in restaurants

Everyone was responsible solely for their own business before, METRO C&C worked and attracted new HoReCa customers (restaurants, cafés, bars, etc.), and the restaurants, in their turn, attracted their own visitors, then the change in the market situation (Covid-19) necessitated a review of brands marketing efforts; thus, METRO C&C created and launched a campaign to support attendance of restaurants, cafés and bars in order to ensure their operation. Thanks to this, we wanted to slow down the fall of METRO C&C by 27% in the falling market. The fall of METRO C&C did not happen and the brand kept its position.

Agency Name: iplace

Client Company Name: METRO C&C Ukraine

Contributing companies:

McCann Kyiv

Anton Zhorin CMO METRO C&C Ukraine

Nataliya Storozhenko HoReCa Communication Manager

Катерина Бурковская Senior HoReCa Projects Specialist

Marina Tsupyak HoReCa Projects Specialist

Bogdan Levchenko CEO iplace

Viktor Zaiets CSD iplace

Ruslan Sukhomlin Senior account manager

Gold

Voice of Water. The first audioidentitiy of Natural Ukrainian Water

Drinking water naturalness is the main category driver, so almost all brands talk about it. After years of "Be in shape" communication, Morshynska as a category leader had to tell about her own unique naturalness and Carpathian origin like no other brand.

Music collaboration of natural water with ONUKA, DakhaBrakha, Katya Chilly and The Maneken allowed to reveal naturalness at a deep level. Born in the Carparhians (Morshynska birthplace) Music made millions of people feel naturalness which is a part of Ukrainian identity in a video, on the radio, at a concert and by scanning a QR right from the bottle. 35000 people came to hear the Voice of Water at a concert in the square at + 5 ° C. 

Natalia Revika, Marketing Director, Morshynska

Iryna Lopot, Marketing Manager, IDS Borjomi

Evgenia Mikhaylenko Brand Manager, IDS Borjomi

Володимир Білець, New Media Head, IDS Borjomi

Viktor Shkurba, Chief Creative Officer, [isdgroup]

Nataliya Tachinskaya, Сreative Director, Аrt Director, [isdgroup]

Михайло Траверсе, стратегічний директор, [isdgroup]

Svetlana Mironchuk, Account director, [isdgroup]

Eugene Golovatenko, Сreative Producer, [isdgroup]

Dariia Andriushchenko, Account manager, [isdgroup]

The magic of Jacobs aroma unites people during the New Year holidays

For many years, Jacobs has created special warm moments between people every time they gather together over a cup of coffee with magic aroma. Ukrainians are well aware of Jacobs: it remains the no. 1 brand mentioned first among coffee brands; it is the coffee that consumers buy most often. But these preferences change during the winter holidays. The brand became the 2nd choice for Ukrainians when they chose coffee for the New Year and the 4th among the brands associated with this period. The Magic of Jacobs Aroma Unites People during the New Year Holidays New Year campaign is a successful combination of simple insight, non-standard solution, and an effective integrated campaign with a mix of online and offline tools. Thanks to the campaign, Jacobs became the no. 1 coffee for Ukrainians in the winter holidays of 2020, and the brand’s association with the New Year holidays increased by 5 pp. In Kyiv, Jacobs products were bought by 3 pp more consumers than they were going to during the New Year holidays, and in Lviv, by 14 pp more. 

Agency Name: Be—it Agency

Client Company Name: Jacobs Douwe Egberts Ukraina

Anna Tarasevych, Senior Brand Manager, Pure Instant, Jacobs Douwe Egberts Ukraine

Maryana Datsenko, Junior Brand Manager, Pure Instant, Jacobs Douwe Egberts Ukraine

Oksana Sorzhulenko, Creative Director, Be—it Agency

Alessandro Falcone, Art Director, Be—it Agency

Pavlo Pastushenko, Creative Copywriter, Be—it Agency

Anastasiia Turchynets, Designer, Be—it Agency

Illia Kazmin, Head of Design and Production, Be—it Agency

Elnara Imanova, B2C Lead, Be—it Agency

Vita Slobodian, Account Director, Be—it Agency

Nadiya Lytvynchuk, Account Manager, Be—it Agency

It's OK to go to movies again!

Quarantine has left us without our entertainments and brought us a lot of “can’ts” - you can’t sit with friends in a bar, go to the movies, can’t do offline. But together with @DTF and @Planeta_Kino we’ve created a new kind of the event where YOU CAN do all of those things! We’ve made a series of closed events for friends of the Brand, created unique zones, content and received 2.4 million coverage due to UGC on social media (without promo) 

Agency Name: -

Client Company Name: Philip Morris Ukraine

Contributing companies:

DON'T TAKE FAKE

Planeta Kino cinema network

Dmytro Zinchenko, Head of Digital, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Bohdan Nahaylo, Head of Consumer Experience, Philip Morris Ukraine

Anna Chornovil, Head of Marketing, Philip Morris Ukraine

Olga Gorobets, Manager Digital Marketing, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Viktoriia Sharovatova, Manager Design & Content, Digital UA, Caucasus & Moldova, Philip Morris Ukraine

Kateryna Grynova, Manager Marketing Programs, Philip Morris Ukraine

Taras Yevtushenko, General manager at DTF Agency

Dmytro Sobol, General manager at DTF Agency

Dmytro Derkach, Co-owner of Planeta Kino cinema network

Anatoliy Kozlovskiy, Head of Marketing at Planeta Kino

With Nova Poshta Global everything you do can be Global!

What do you think of the word "international"? Most people subconsciously consider this term quite distant, because it is about the borders between nations. And what about "global"? It seems like the whole world has become a little more accessible and like a big globe, right? And now combine «Nova Poshta» and «Global», and you will get our main mission: to use the experience of a transportation leader to make the whole world close and easy for you. Yes, for those who are reading this text now. Segmented communication and Data-approach made it possible to take into account the micro-moments of each potential customer and offer exactly the right solution that is needed here and now. As a result, in two months the number of new customers increased up to 64% (for various service segments)

Agency Name: Dentsu Media

Client Company Name: Nova Poshta Global

Contributing companies:

Michurin

Ampifi Ukraine

Amnet Ukraine

iProspect

Olga Volodina, CEO Deputy Products & Marketing, Nova Poshta Global

Oksana Stoyanova, Product owner Products & Marketing Department, Nova Poshta Global

Artem Karan, CEO Deputy, Dentsu Media

Yuliya Shkorupatskaya, Account Manager, Dentsu Media

Anastasiia Sheludko, Account Executive, Dentsu Media

Valentyna Tkach, Account Director, Dentsu Media

Yuliia Anikeeva, Project Manager, Michurin.

Alexandra Kleyno, Partnership Lead, dentsu Ukraine

Sergiy Stanislavchuk, Planning Lead, Amplifi Ukraine

Mykhailo Hychka, Account Manager, iProspect

Bronze

Voice of Water. The first audioidentitiy of Natural Ukrainian Water

Drinking water naturalness is the main category driver, so almost all brands talk about it. After years of "Be in shape" communication, Morshynska as a category leader had to tell about her own unique naturalness like no other brand.

We created a music collaboration with artists who do not usually participate in collaborations. ONUKA, DakhaBrakha, Katya Chilly, The Maneken sang to music created by natural water of the Carpathians.

Their authenticity helped Morshynska find naturalness that is part of Ukranian identity. They created the first advertisement in Ukraine, for which 35,000 people came to a concert when it was ​​+ 5 ° C. Thus, the Voice of Water became a part of Ukrainian culture.

Agency Name: HASHTAG

Client Company Name: IDS Borjomi Ukraine, -

Contributing companies:

[isdgroup]

ESSE Production House

Natalia Revika, Marketing Director, IDS Borjomi

Iryna Lopot, Marketing Manager, IDS Borjomi

Evgenia Mikhaylenko Brand Manager, IDS Borjomi

Maria Kochmaruk, project director HASHTAG

Valery Pohoriliy, sin account manager HASHTAG

Halyna Strilchuk, media manager HASHTAG

Ilona Lutsenko, content producer HASHTAG

Alexander Savin, design head, HASHTAG

Viktor Shkurba, Chief Creative Officer, [isdgroup]

Nataliya Tachinskaya, Сreative Director, Аrt Director [isdgroup]

How alyona alyona taught women to listen to their tits

In the category of underwear, brabrabra made a real breakthrough - where previously only models or stars with ideal parameters could be the main face of the campaign, we invited body-positive Ukrainian rapper and opinion leader alyona alyona, who became the mouthpiece of our campaign for happy tits.

Did we manage to make Ukrainian women happy and arouse their confidence? Definitely! This is evidenced by thousands of positive comments under our videos. In addition, the right choice of one opinion leader led to the fact that we were supported by hundreds of others: our brand was learned even outside of Ukraine.

Denys Lohvynenko, Managing Partner, Havas Digital Kyiv

Oleksii Morozov, Creative director, Havas Digital Kyiv

Daria Bessonova, Sr. Copywriter, creator, Havas Digital Kyiv

Yana Bozhko, Art Director (graphics), creator, Havas Digital Kyiv

Maksym Vitenchuk, Junior Art Director (video), Havas Digital Kyiv

Anastasia Kunts, Art Director (web), Havas Digital Kyiv

Anna Nikolayewa, Media Head, Havas Digital Kyiv

Olena Nekrasova, Account Director, Havas Digital Kyiv

Iryna Kibiryeva, Marketing Communications Head, Silenza Group

Olena Dobrovolska, Art Director, Silenza Group

КОМО Squeeze Cheese: more impressions, please!

Processed cheeses is a food category that has not changed a lot since the Soviet times. The penetration is not growing and the market volume is not changing, in spite of the efforts made by the key players. We decided to redeem KOMO’s innovator role in an old-school category by making the processed cheese interesting for those who has not consumed it before. So we created Squeeze Cheese, processed cheese in a tube with fun design and communication. Our novelty attracted new people who consider food to be the source of new emotions and impressions in the first place. We captured one third of the poured cheese segment, exceeding the plan by more than 200%, and grew KOMO’s market share from 15% to 22%.

Agency Name: McCann Kyiv

Client Company Name: КОМО

Contributing companies:

Blue 449 Ukraine

Oleh Kinder, Marketing Director, KOMO

Iryna Stopa, Marketing Manager, KOMO

Maryna Ryzhkova, Communication Marketing Manager, КОМО

Tetiana Kucheruk, Marketing Manager, KOMO

Kateryna Sokoliuk, Strategic Director, McCann Kyiv

Olena Hnucheva, Creative Group Lead, McCann Kyiv

Anna Liubchenko, Art Director, McCann Kyiv

Volodymyr Kyryliuk, Art Director, McCann Kyiv

Yuliia Hurenko, Group Account Director, McCann Kyiv

Olha Harnaha, Senior Account Manager, McCann Kyiv

Gold

How we turned a running marathon into a lifelong marathon

In the spring of 2020, Nova Poshta needed a reputable project that would be able to keep the topic of running marathons in the media field, but would not cause rejection in the audience due to other priorities. So we raised the image of the marathon runner to a new level, as someone who overcomes not just the kilometrage, but the distance in life. We have received 500 stories of those who cannot run a normal marathon due to various circumstances, but boldly and stubbornly continue to overcome a marathon of life every day. On the day of the race, which took place online across the country, the country's top 500 marathoners - Nova Poshta couriers - covered the distance for those who were unable to and brought them medals. We covered 7,000,000+ contacts, the project's video received almost 500,000 views in 10 days, 82% positive feedback, and most importantly - brought hundreds of offers from Ukrainians to take the next marathon for those who can not run.

Agency Name: Gres Todorchuk

Client Company Name: Nova Poshta

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Inha Sakada, Team leader, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Kateryna Davydiuk, Project manager, Gres Todorchuk

Olena Plakhova, Director of Corporate Communicationsr, Nova Poshta

Leona Krasnenkova, Communications manager, Nova Poshta

Silver

Promprylad.Renovation: $5mln to change the country

How to raise $5mln. into a not so well-known innovative project in Ivano-Frankivsk during 25 weeks? To tell real stories and promote the impact investment model: an opportunity to become a part of a community that changes the country!

Simultaneous launch of awareness and performance campaigns: emotional and rational arguments, holistic communication, advertising, landing pages, influencers, media, offline events and call-center.

As a result more than $5mln. raised, the plant purchased by the project, community of 409 investors, international support and transformation of Promprylad into a top destination in Ukraine!

Agency Name: plusone

Client Company Name: Promprylad.Renovation

Tetiana Morgun, Project manager, plusone

Nadiia Rokytianska, Creative, Art-director, plusone

Oleksandr Arhat, Strategist, plusone

Marharyta Kleshchaeva, Client Service Director, plusone

Yuliia Styopkina, Advertising Manager, plusone

Andriy Kukhar, Video designer, plusone

Stanislava Brylenko, Designer, plusone

Olga Postushna, Web-developer, plusone

Catherine Lubitska, Project manager, plusone

Ukraine WOW: how we turned a nation-wide hate into WOW!

Ukrainian Railways’ media field consists mainly of negative feedback from dissatisfied passengers. In order to change this, on November 4, before Railroad Workers Day, we opened an interactive exhibition Ukraine WOW at the Central Railway Station, which told about Ukraine as if it was a fellow passenger on the train. 7 semantic blocks and hundreds of stories told visitors about all the best that Ukraine has to offer to the world. The exhibition set an absolute attendance record for the entire history of Ukraine (333,335 visitors) and covered the media field with 120,000,000+ contacts. Ukraine WOW became the first project of Ukrainian Railways, which received 95.5% of positive and grateful reviews to the brand, appeared in 200,000+ pages on Instagram and received 1,500+ publications in all top Ukrainian media, as well as in the international media.

Agency Name: Gres Todorchuk

Client Company Name: Ukrainian Railways

Contributing companies:

Photinus

MONO Architects

Idearoomia

Yevhen Kravtsov, former CEO, Ukrainian railways

Yaroslava Gres, Partner, Gres Todorchuk

Yulia Solovei, Head of projects, Gres Todorchuk

Max Robotov, Co-founder, Photinus

Serhiy Sofin, Chief designer of the exhibition, Gres Todorchuk

Viktoriya Oskilko, Founder, MONO Architects

Mykhailo Vybodovskyi, Chief project manager, Gres Todorchuk

Oleksandr Slobodyanik, CEO, Idearoomia

Dariia Lubimova, COO, Gres Todorchuk

Darnitsa "Giving Tuesday" — How to engage 200 000 Ukrainians to making good in one day

The product is an important factor in building a brand's reputation. But social activity is a no less significant part of it. In 2019, we managed to get almost 200 thousand Ukrainians involved in good deeds during one day of #Shchedryvivtorok. We helped raise funds for the children's department of the National Cancer Institute and significantly expanded the number of #Shchedryvivtorok benefactors. 

This social campaign became the most visible for Darnytsia in the 2019 season and not only supported the communications of the updated brand, but also contributed to the growth of corporate reputation and overtook its main competitor, by this indicator.

Agency Name: Postmen

Client Company Name: Darnitsa Pharmaceutical Company

Yaroslav Vedmid, CEO, Postmen

Olga Sytnik, Chief Operating Officer, Postmen

Mariia Romanchenko, Art director, Postmen

Zaremba Elizabeth, SMM manager, Postmen

Maks Shtompil, Head of Web development, Postmen

Olga Mykhalets, Creative producer, Postmen

Anastasiya Kukushkina, Motion designer, Postmen

Igor Bondarenko, Sound Designer, Postmen

Anastasiya Zrazhevska, Corporate Communications Director, Darnitsa Pharmaceutical Company

Maria Kaitan, Public relations and press specialist, Darnitsa Pharmaceutical Company

Gold

QUARANTINE ENTERTAINMENT

In April 2020, the brand rapidly increased its market share from 6% to 18% due to communication that psychologically supported Ukrainians.

Agency Name: Kinograf

Client Company Name: "Duhmyana Hata" Yeast

Contributing companies:

MixDigital

SIGMA

Kinograf

Tetiana Dotsenko, Marketing Manager В2С, Lesaffre Ukraine

Maryna Skrypchenko, Commercial Director, Lesaffre Ukraine

Bronze

#VictoryInOurBlood

The COVID-19 pandemic has led to a shortage of blood in hospitals and at the same time to the cancellation of all sports competitions. Our champions stayed at home - at the peak of physical shape, with the best blood quality and high hemoglobin level. In response, the Ministry of Youth and Sports of Ukraine and the Red Cross of Ukraine launched an permanent campaign "Victory in our blood" calling athletes and their fans to donate their blood. Inspired by the example of athletes, 7,880 supporters of a healthy lifestyle came to donate blood in the first month of the campaign, which is 2.5 times more than the same period last year, when the world was not yet hit by the pandemic. 

Agency Name: Ogilvy

Client Company Name: Ukrainian Red Cross Society, Ministry of Youth and Sport of Ukraine

Contributing companies:

BRAB

Evgeniya Dzyubenko, Creative Director, Ogilvy

Maria Goldman, Copywriter,Ogilvy

Artem Bytsenko, Art director, Ogilvy

Nataliya Kramar, PR manager, Ogilvy

Oleg Brezhko, Designer, Ogilvy

Darya Trofimenko, Designer, Ogilvy

Roman Baranov, Managing partner, BRAB

Maxim Dotsenko, CEO of national committee, Ukrainian Red Cross Society

Iryna Boycheva, Head of the Department of Cooperation and International Relations of national committee, Ukrainian Red Cross Society

Nina Lemesh, Deputy Minister, Ministry of Youth and Sport of Ukraine

Bronze

Pit Bull Universe

Збільшення соціальної взаємодії з аудиторією дозволило на 300% зменшити бюджети на залучення нових споживачів та підтримку існуючих: в ринку що впав, ми виросли в долі з 14,1% до 18,8% та стали лідером категорії.

Agency Name: ODDEE agency

Client Company Name: New Products Group

Gennadii Dovgan, Chief Marketing Officer, New Products Group

Elena Chuvakina, Head of Brand Department, New Products Group

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

Elena Selutina, Head of communications, New Products Group

Iuliia Chizh, Head of TM management group Department of Marketing, New Products Group

Anna Malakhova, Head of Digital, New Products Group

Ivan Bazar, General Manager, ODDEE agency

Alina Tsyganok, Creative Director, ODDEE agency

Nazarii Lisnyi, project manager, ODDEE agency

Yauheni Adamenko, director, ODDEE agency

How we made the world write Kyiv, not Kiev

In 28 years of Ukraine’s independence the world writing pattern for transliteration of the Ukrainian capital’s name was Kiev, which is pro-Russian way of its spelling. The correct pro-Ukrainian transliteration ‘Kyiv’ was almost not used, and in 2018 we decided to change this.

Through the Twitter platform, we launched a viral campaign engaging Ukrainians in Ukraine and around the world to communication campaign targeted at 2 audiences that had the most potential to change behaviour of others (international press and airports) and conveyed a simple message "Write Kyiv, not Kiev”.

Campaign became viral and so visible that 65 airports, 16 international media changed the format of writing the name of the Ukrainian capital. This influenced world global internet leaders (Facebook, Wikipedia), as well as in dictionaries and grammar directories (Webster, Grammarly) to change the spelling of the name of the Ukrainian capital from Kiev to Kyiv. 

Agency Name: Center for strategic communications

Client Company Name: Ministry of Foreign Affairs of Ukraine

Oksana Horbach, Managing director, StratCom Ukraine

Marichka Dovbenko, Communications manager, StratCom Ukraine

Illya Nechaev, Copywriter, StratCom Ukraine

Oksana Pashkevych, PR managmer, StratCom Ukraine

Mykola Dobrovolskyi, Production Director, StratCom Ukraine

Natalia Gryshchuk, Digital manager, StratCom Ukraine

Alina Frolova, CEO, StratCom Ukraine

Kateryna Bilotil, Second secretary of the Department of communication and public Diplomacy, MFA Ukraine

Anatoliy Solovey, Deputy Director of the Second Territorial Department, MFA Ukraine

How we burnt grass at the main football stadiums

Burning dry grass is a seasonal tradition that causes fires, depletes chernozem and kills thousands of animals. Most people do not perceive this problem as relevant, because agricultural fields seem remote to urban residents. To draw attention to the problem, UAnimals decided to "set fire" to the fields, which are the focus of the whole country - the main football fields. The idea caused a media explosion, covering almost 5 million contacts. And the People's Deputy of Ukraine Oleksandr Marikovsky announced on his page about the registration of the bill №3526, which increases the responsibility for smoking, referring in a post to our "burned" stadiums. On September 1, 2020, Bill # 3526 was adopted in the first reading.

Agency Name: Gres Todorchuk

Client Company Name: UAnimals

Oleksandr Todorchuk, Partner, Gres Todorchuk

Yaroslava Gres, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Olga Garkusha, Creative manager, Gres Todorchuk

Gold

Promprylad.Renovation: $5mln to change the country

Promprylad.Renovation combines different components (business, public sector and government), creating a unique project that addresses important social issues: the development of cities and regions, rethinking the industrial heritage, the realization of talents in the regions, development of contemporary art, non-formal education and urban studies. We had to raise $5 million in 25 weeks, explain the impact investment model and create proactive community of investors.

Simultaneous launch of awareness and performance campaigns: holistic communication, advertising, landing pages, influencers, media, events and call-center. More than $5mln. raised, the plant purchased by the project, community of 409 investors, international support and transformation  into a top destination in Ukraine!

Agency Name: plusone

Client Company Name: Promprylad.Renovation

Tetiana Morgun, Project manager, plusone

Nadiia Rokytianska, Creative, Art-director, plusone

Oleksandr Arhat, Strategist, plusone

Marharyta Kleshchaeva, Client Service Director, plusone

Yuliia Styopkina, Advertising Manager, plusone

Andriy Kukhar, Video designer, plusone

Stanislava Brylenko, Designer, plusone

Olga Postushna, Web-developer, plusone

Catherine Lubitska, Project manager, plusone

Bronze

60,000 food kits for single seniors

During the pandemic, Rozetka, as the largest online retailer in Ukraine, decided to turn its biggest commercial advantage - a site of 2.5 million visitors per day into an effective tool of assistance. Single retirees are at the highest risk of coronavirus complications, so Rozetka, together with the Zhyttelyub Foundation and Nova Poshta, decided to protect them at the moment of the greatest danger - when going to the store. Within 72 hours, the retailer's website has created a food kit for Grandmas and Grandpas  - a set of essentials, which was enough for single retirees for 14 days. We encouraged people to "hang up" food kits, and over just 2 days we received 10,000 “hung up” packages. A total of 60,000 kits were delivered to retirees in 24 cities of Ukraine.

Agency Name: Gres Todorchuk

Client Company Name: Rozetka

Contributing companies:

Zhyttelyub Foundation

Nova Poshta

Yaroslava Gres, Partner, Gres Todorchuk

Oleksandr Todorchuk, Partner, Gres Todorchuk

Dariia Lubimova, COO, Gres Todorchuk

Anastasia Kamenetska, team leader, Gres Todorchuk

Sofiia Bezverkha, сontent manager, Gres Todorchuk

Valeriia Dorosh, PR manager, Gres Todorchuk

Yevhen Obrazok, Chief Marketing Officer, ROZETKA

Andrii Kovalevskiy, brand manager, ROZETKA

Smartphone for parents

Smartphone for Parents is a multimedia project that aims to help seniors learn how to use modern gadgets, to bridge the digital gap and overcome age-related stereotypes about new technologies.

Kyivstar has created the first mobile literacy school for elderly in Ukraine. There are 10 simple video tutorials on the batky.kyivstar.ua platform that answer basic questions about using smartphones. In addition, an information campaign was launched to motivate  seniors to use smartphones, and to encourage young people to help their parents and grandparents acquire necessary digital skills.

Ganna Zakharash, Corporate Communications Director

Oleksandra Piven, CSR Manager

Zhanna Bilous, PR Manager

Ganna Korotych, External Communications Head

Kateryna Bondarenko, CSR specialist

Meter Distance

Against the background of growing statistics of COVID diseases, skepticism about basic safety measures is only growing. As a conscious brand, METRO seeks to change the attitude to the problem among its wide audience. We reminded of the importance of keeping social distance in a non-trivial way, running a campaign "tolerant distance" in one of the malls. We shared the resulting video case through the METRO Facebook page and the most popular digital media platforms. The results confirmed the effectiveness of the idea: 56% (instead of 10%) of users interacted with video, in total 3% (instead of 1%) of all unique users of social networks that were covered, speaking about target audience of METRO on the Internet, there were 18% more quality media contacts. 

Agency Name: McCann Kyiv

Client Company Name: METRO

Contributing companies:

IPLACE

Adsapience

Anton Zhorin, Head of marketing, METRO Cash&Carry Ukraine

Olha Kravchuk, B2C communications manager, METRO Cash&Carry Ukraine

Katerina Kirnesenko, Senior brand specialist, METRO Cash&Carry Ukraine

Iryna Malatynska, Senior digital specialist, METRO Cash&Carry Ukraine

Tkacheva Yelizaveta, BTL specialist, METRO Cash&Carry Ukraine

Olga Rozhankivska, Client Service Director, McCann Kyiv

Olga Garnaga, Senior Account Manager, McCann Kyiv

Oleksandr Netrebchuk, Creative Director, McCann Kyiv

Kateryna Novytska, Copywriter, McCann Kyiv

Eugen Pavlovych, Art Director, McCann Kyiv

Bronze

«I, Nina»: Life is worth living for

There are officially more than 1,300,000 cancer patients in Ukraine, but there is still no cancer patient care culture. The "I, Nina" project team is reforming the health care system to provide a decent life for cancer patients. We raise awareness of Ukrainians, using audiovisual and printed content. "I, Nina" is a large missionary multimedia project based on the real personal story of the famous journalist and TV presenter Yanina Sokolova. It helps people with cancer realize the value of their life and start fighting for it.

We drew the attention of government agencies to the conditions in which cancer patients are and are collaborating on new projects. 

Agency Name: NGO «Lohistychnyi shtab»

Client Company Name: NGO «Lohistychnyi shtab»

Contributing companies:

DonorUA

Hair for Share

Yanina Sokolova, Co-Founder, volunteer, «I, Nina»

Olesia Korzhenevska, Co-founder, producer, «I, Nina»

Olena Zayats, Art-director, «I, Nina»

Lyudmyla Samar, Chief Financial Officer, «I, Nina»

Yevheniya Muzychenko, Lawyer, «I, Nina»

Anna Pedchenko, Accountant, «I, Nina»

Angelina Shevelieva, Photographer, «I, Nina»

Anastasiia Rozhynska, Project Manager, Photographer, «I, Nina»

Marta Hvozd, Project Manager, «I, Nina»

Oleksandra Myronchyk, Project Manager, «I, Nina»

TryBlueSky

Instead of ineffective stories about the dangers of drugs and calls for a healthy life, we actually offered an innovative "replacement therapy for a healthy person" based on parachute insights. And instead of the traditional media for social campaigns, to which teenagers are radically critical, we used the drug distribution channel as a media channel, hitting drug dealers with their own weapons.

This was a 100% hit on the target audience, with absolutely accurate information that in a healthy life there are much more cool, interesting and exciting activities. And a person should feel the flight at least once - and his eyes will always be directed to the sky!

From 4200 meters we showed young people we call another perspective and now they have a completely different future. The ASC's boldest expectations to attract new students have been exceeded more than 1.5 times, and this year the campaign will continue to send to the sky those whose eyes have previously been directed to the ground in search of a "bookmark" with drugs.

Agency Name: MEX a member of Havas

Client Company Name: Aerospace Center of KPCY

Yegor Kharkoff, Creative Director, MEX a member of Havas

Oleksandr Mykytenko, Director, MEX a member of Havas

Oleksandr Brusko, Account Group Head, MEX a member of Havas

Michael Yablochkov. Art-director, MEX a member of Havas

Kuligina Olga Oleksandrivna, Aerospace Center of KPCY