The All-Ukrainian Advertising Coalition (VRK) has launched the CrUAtivity digest, featuring case studies of recent creative work in Ukraine. The purpose of the project, led by creative marketing communications agency, Brain Tank, and digital agency, Adcore, is to show that Ukrainian agencies could be creative partners for the international advertising community and continue to work even in difficult conditions.
The VRK is the key association in the advertising and communications market in Ukraine that brings together more than 150 companies, including creative, marketing, PR agencies, media companies, and advertisers.
The advertising industry of Ukraine wants the world to know that it is a multitude of talented and professional specialists who, despite the circumstances, continue to work and are ready to be reliable and creative partners for the advertising community from any corner of the world.
What is CrUAtivity and how it works
CrUAtivity is a regular digest of advertising creativity in Ukraine. The project is presented on the site https://cruativity.org. At the moment there are two editions: September-October and November-December issues. Each issue provides a general overview of work in video format (WATCH section) and in text format (READ section). Each case study is also presented in detail in its category: Film, Design, Digital, Advertising campaigns or Social campaigns. In addition, the creators of each case are noted and there is a link to their site, where you can see more information about them and their work.
In case you want to contact a certain agency, you can do it directly through the contacts listed on its website, or contact VRK using the contacts listed in the Contact Us section.
Of course, the digest does not include all the works created in the specified period in Ukraine.
CrUAtivity digest for November-December
The digest for November-December presents 26 cases of 25 agencies in 5 categories. It marks a time when advertising began to return to normal. Although most of the advertising in Ukraine is still social, brands are gradually moving to the usual commercial communication with their audience. However, brand messages have become patriotic and supportive, responding to the challenges that Ukrainians face every day.
“Despite the blackouts and horrors of war, Ukrainians in the advertising industry continue to create new communications, even unexpected ones, such as turning concrete blocks from former checkpoints in Kyiv into fairy-tale heroes or shooting a brand film about ‘heroes of the animal front’ or creating a special font from bullet holes in residential buildings,” VRK noted.
The main topics of advertising activities in November-December were:
- Support of Ukrainians in their struggle and daily feats
For example, the purpose of “Hardness is ours” photo project by Postmen for Darnitsa pharma company was to show that all Ukrainians are hardened in their daily work in the conditions of war. “Give light” New Year campaign for the ALLO marketplace by TABASCO is dedicated to all who shine for each other, regardless of blackouts and all circumstances. MOKO digital agency launched the first advent calendar, “Calendarinka”, for a digital bank with the purpose to give Ukrainians a little joy in the face of constant disturbing news. The campaign by Fedoriv agency and FAMILY Production for the Nova Poshta express delivery operator shows that “Tomorrow will be” both in a direct rational and figurative emotional sense.
- Support for Ukraine in the world and thanks for this from Ukrainians
Banda Agency created a global communication “Keep Ukraine moving”, for Uber to raise donations for UNITED24, President Zelenskyy’s main Ukrainian foundation.
AKQA Ukraine rewrote “Сarol for the Bells” for Shazam Donation Drive to support Ukrainian children affected by the war.
Esse Production House studio created the video, “Thank you, Poland!”, for the Embassy of Ukraine on the Independence Day of Poland.
- Product launches with the war impact
New brand of premium Ukrainian vodka – NEPOBORNA (Irresistible) stands out in this effort. Naming, design and communication, developed by Grape, are dedicated to resistance and victory.
Taktika agency developed a new packaging design for a limited series of DIVO water bottles with neuroart about war on the label: Snake Island, the ghost of Kyiv and Ukrainian warbirds.
- Other significant social issues
Vandog Agency has created the new identity for UNHCR project, “Break the Circle”, devoted to the counterpart of domestic violence. ANGRY agency conducted the campaign, “Sensitivity defeats violence,” as part of the “16 days of activism against gender-based violence” campaign, which is celebrated all over the world.
- Familiar advertising communications of brands
A good sign for the industry in Ukraine is that more and more space in the advertising pool is taken up by usual advertising communications. Thus, the digest includes the repositioning of the Slovianochka brand by Brain Tank and the creation the identity for the 51st Molodist Kyiv International Film Festival by Hexagon Agency and creation of the website for the semiconductor development company by Bambuk Studio and other projects.
