Let’s be honest. The Kyiv International Advertising Festival (KIAF) 2023 is not at the top of the ad festivals worldwide. But it may well be at the top of ad minds this year, and not only because war has amped up the country’s needs for support.
There’s also a fun campaign by Ukrainian ad agency, Angry, which became the awards program’s creative partner this year.
…and a special category: In the 2023 season, The Kyiv International Advertising Festival 2023, introduces a special contest, PEACE, created for works and campaigns that are against war, aggression, genocide, crimes against humanity, including the current war in Ukraine.
Serhii Malyk, creative director and co-founder of ANGRY agency, stated, “We chose the ‘shortest’ way to invite global rock stars from advertising and agencies to participate in the contest – we found the accounts of 10 creative leaders on Instagram and sent them personal invitations directly. What’s next? Then we launched a whole digital campaign to find people who can know these 10 creative leaders personally and can ask them to check their requests. How?
“First, we went to the agencies’ official websites to find the addresses of their offices and the names of the colleagues of our chosen rock stars. And then we created a series of personalised ads and launched geotargeting at those addresses. As a result, we created dozens of personalised ads such as, ‘We are trying to find Dean who works in advertising to ask him to ask Anselmo to check his requests’.”
This year, 39 jury members from 23 countries joined the KIAF jury. The international festival is open to all parties, organisations, individual creators involved in advertising, production, media, PR, design and creative industries throughout the world, including advertisers, media companies etc. The focus of the contest program is on socially significant communications.
Angry agency created the main message of the festival, Make the world a better place, drawing the attention of creators from all over the world to the topics of social, ethical, environmental and other problems that currently concern society, and inspire it to create a world as a better place.
Through the campaign, the festival invites marketers and advertisers from around the world to help inform the selected 10 creative leaders that the festival invitation has reached them in requests. To do this, you just need to go to the official page of KIAF on Instagram and share in stories an appeal to someone you may know.
KIAF final deadline is on April 21. Entries are open for submissions on the website.
