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.

2023 One Show - Creative Effectiveness

Christmas Not War

Agency ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Dontstop PR agency / Kyiv + Forma Production agency / Kyiv

Client Concrete by Kovalska


Single Region or Market / CSR

Annual ID


About the Work

On February 24, 2022, Russia launched a dreadful, full-scale war against Ukraine. Since that time, it has been doing everything possible to take away freedom, happiness, and joy from Ukrainian adults and children. Hmm... Dream on, invaders!  From the very first minutes of the attack, the enemy faced powerful resistance the world had never seen. Every Ukrainian did what he or she could. Everyone in the world contributed what they could. The largest concrete manufacturer in Ukraine «Concrete by Kovalska» provided 11,000 concrete blocks to protect our cities from enemy tanks and other military vehicles. Over time, when Kyiv region was liberated, these concrete blocks were removed from the roads to the sidewalks. They will remain there until Ukraine wins. But that doesn't mean they can't do something useful now. We turned concrete blocks from former road barriers into holiday decorations to bring the Christmas mood back to our children. Even in the darkest of times.  Since December, 19 2022 to January, 19 2023 each of the character we created stood on the central streets of our capital, Kyiv. Each of them had its own name and story, which helped to overcome childhood traumas received during the war – fears of darkness, explosions, forced displacement, etc. And if you joined the online game and hunted down all the characters, you could win a holiday present. 
As a result, all ten of our characters have been well received by people. Despite the stress because of the war, the feedback was 100% positive. In one month we got more than 200 000 000 contacts. Total earned media reach 28 600 000. And all of this with a media budget of €0. But most importantly, we managed to bring joy to children. And we showed that no matter how dark the times are, light always wins over darkness, and good always wins over evil.

2023 Awards

Total Points: 21



ANGRY agency / Kyiv

PR / Marketing Agency

Dontstop PR agency / Kyiv

Client / Brand

Concrete by Kovalska / Kyiv

Production Company

Forma Production agency / Kyiv


Yaryna Zavadovych

Chief Marketing Officer

Volodymyr Sobolev

Creative Director

Serhii Malyk


Olga Kuzovkina

User Interface Designer

Yuliia Krusser

Creative Communications manager

Anna Davydenko

Director of Creative Services

Inna Polshyna

Executive Director

Olga Pylypenko

Head of Industrial Marketing

Oksana Andreyeva

Marketing manager

Tetiana Shypenko

Web Developer

Olga Tertyshna


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