The One Show

The One Show is the world's most prestigious award show in advertising and design. For over 50 years, the Gold Pencil has been regarded as one of the top prizes in the creative industry. The One Show has a rich legacy of honoring some of the most groundbreaking ideas, created by some of the most remarkable minds in creativity.

2022 One Show - Direct Marketing

Motherland Pride

Agency Saatchi & Saatchi Ukraine / Kyiv + KyivPride / Kyiv + Dronarium / Kyiv

Client KyivPride

Category

Non-traditional & Guerrilla Marketing

Annual ID

OS22_DM088M

About the Work

Ukrainians are a very traditional post-Soviet nation. 69% of respondents answered a clear "no'' to the question: “Should LGBTQ+ people be accepted by society”. Pride events are very important for gender equality and human rights. It’s a moment of visibility for thousands of people. Pandemic canceled Ukraine’s Pride event but the importance of such initiative has increased. With the help of drones, we hacked the iconic Motherland Monument, s by attaching a huge rainbow flag to its sword in real-time. The Motherland Monument - the tallest European statue - is a symbol of Victory and Protection. Which in fact “protects” only inhuman Soviet values (in the USSR there was criminal persecution of representatives of the LGBTQ + community). So we turned it into a symbol of gender equality and human rights protection. We would never get permission to hang a flag on the monument because of political reasons. The dimensions of the sword and a flag are so huge that it’s physically impossible to do this without damaging the monument. We used a technological solution. We calculated the flag’s size and weight, necessary to adjust its position according to the wind's strength and direction, so it was “fixed” near the sword and would transform the statue’s meaning. This real-time transformation of meaning was immersive and engaged people into the conversation about gender equality. This culture-changing stunt blew up the media agenda of Ukraine. In 2020, there was only one Pride participant on Ukrainian streets, but it became visible across the world with more than 100mln of impressions. In 2021 the photo of the Monument with a rainbow flag became a key visual of a major city event sponsored by big commercial brands.

2022 Awards

Total Points: 3

Merit

Credits

Agency

Saatchi & Saatchi Ukraine / Kyiv

Client / Brand

KyivPride / Kyiv

Production Company

Dronarium / Kyiv

Chief Creative Officer

Kosta Schneider
Jorg Riommi

Creative Director

Sergey Beloshitsky

Managing Director

Tatiana Slivko

Client Service Director

Olena Orlovska

Director KyivPride

Ruslana Panukhnyk

Dronarium

Ruslan Belkin

Media & Communications Officer KyivPride

Oksana Solonska

PR manager KyivPride

Sofiia Lapina

Project Assistant KyivPride

Eugene Bilotskiy

SMM Manager KyivPride

Maksym Potapovich

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