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Christmas not war
Agency ANGRY agency / Kyiv + Concrete by Kovalska / Kyiv + Denol web studio / Kyiv + Forma Production agency / Kyiv
Category
Out of Home / Series
Annual ID
OS23_DE053B
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: 9
Bronze Pencil
Credits
Agency
ANGRY agency / Kyiv
Client / Brand
Concrete by Kovalska / Kyiv
Production Company
Denol web studio / Kyiv
Forma Production agency / Kyiv
Copywriter
Yaryna Zavadovych
Chief Marketing Officer
Volodymyr Sobolev
Creative Director
Serhii Malyk
Designer
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
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