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In November 2023, Ukraine celebrated the 10th anniversary of the start of the Revolution of Dignity – an event that significantly influenced the country’s development trajectory.

However, even after 10 years and a full-scale invasion there is still a barrier of misunderstanding between Ukrainians and Europeans. On one hand, most EU citizens agree with the statement that “Ukraine should join the EU when ready.” At the same time, russian propaganda portrays Ukraine as an incapable state and works to sow division within the EU.

A step towards overcoming this barrier of mutual understanding was to be a joint symbolic communication campaign that through the example of the Revolution of Dignity would demonstrate that Ukrainians feel and share European values. Given the tendency to avoid news about Ukraine in Germany, especially negative ones, the campaign aimed to facilitate the publication of quality materials that would reveal context and convey embedded messages.

Since Europeans do not completely believe that they are similar with Ukrainians, perhaps it is worth communicating our common values through the universal language of humanity. It sounds “right” and is understood in various social contexts worldwide. And that language is music.

During the Revolution of Dignity music united, supported, and inspired. Blue and yellow piano “Ukraine” not only served as a musical instrument but also became a physical and symbolic barrier between forces and peaceful protesters. Considering the deep symbolism of the piano the Publicis Ukraine and MSL Ukraine team proposed to create a cultural event alongside another symbolic monument, but for Germans, the iconic Brandenburg Gate.

The culmination of the event was the performance of the EU anthem “Ode to Joy,” in a four-hand rendition as a poignant symbol of Ukraine’s inevitable accession to the European family.

The campaign generated over 50 publications in leading German media, including online, print, and 11 features on major TV channels. The total non-unique publication coverage exceeded 486,100,000, with unique coverage reaching 40,500,000 — all without any media investments. Additionally, the event served as a platform for conveying important messages by official figures.

53% of Ukraine’s economy depends on food and agricultural exports. Today, landmines occupy 30% of our land, which is twice the size of Portugal. Without global assistance, it will take decades to make it safe. Countless agricultural fields remain dangerous. People can’t work there. 

The Minefields Honey Project ‒ the mix of nature and tech helps us to create a product that was never meant to exist by turning unsafe areas into flourishing gardens for symbolic honeymaking. 

Personnel limited edition jars with details about our issue became a diplomatic tool and were given directly to influential people. The harvested honey became an invitation to fundraising events for Ukraine’s demining. The first 55 personnel jars were presented at special economic events such as World Economic Forum (Davos) and, USA-Ukraine Partnership Forum (Washington D.C.).

For now, the project has resulted in 175 000 000 impressions and numerous headlines with zero budget investments. It also received awards in huge international festivals such as Cannes Lions, KIAF, and others. 

In 2024, Saatchi & Saatchi Ukraine, Kernel Ukraine, the Ministry of Foreign Affairs of Ukraine, and the Union of Beekeepers of Ukraine gathered the new honey harvest to ensure the project’s continuation.

There are problems too uncomfortable and embarrassing to talk about. It is unpleasant even to think about them, nor to say out loud that you have constipation. Even in the circle of close ones, you’d rather hide somewhere than talk. But you can’t hide from it.

Guttalax picosulfate is a drug created specifically to solve this delicate problem of constipation. And Publicis Ukraine team with Sanofi Ukraine has had to create a concise communication for it.

The team faced a task to carefully uncover the problem and at the same time work with the stereotype that digestive problems arise solely from an unbalanced diet. The truth is that constipation can rise because of several factors such as stress, traveling, climate change, lack of physical activity, and after the course of specific medications.

The team chose plasticine and animation. And the whole process was made by a team in-house. They composed the plasticine, wrinkled and shooted everything ?

This is a showcase of how Lenovo, a hi-tech electronics brand, thinks not only about the functional features of its products, but also takes care of both product usage conditions and client’s comfort.

Creating of Lenovo Meowbook – laptop for cats – added more emotions into the user-brand relationships as well as highlighting such a problem as ‘device damaging from cat’s fur’ which became communicative innovation in this category.

Virus orientation, originality, and non-standard merging of high technologies and additional customer care allowed Lenovo to be organically discussed in media and got 9.5 million impressions.

CHALLENGE

The category of female hygiene products is highly competitive, where each of the brands in its communications informs about the quality benefits of the product. Differentiation is extremely important for brands like this. It helps to build the affinitive territory. Libresse has set a goal for itself –  To create a world where women can live the life they want, by breaking V-zone taboos, and the Libresse brand will help her feel confident and protected. regardless of the day of the cycle.

INSIGHT & IDEA

Globally, powerful communication has been developed for the Libresse. All our #історіїVсередині need to be heard. To know each other. To help each other. To see each other. And no woman can be forced to hide what she feels inside. Changes in communication have also affected the brand’s appearance.

Decision: not just to scale a new brand message, but to engage women to share their own stories: to learn one, to help one, to see one. Our #історіїVсередині must be heard.

IMPLEMENTATION

To be seen: attracting coverage media: TV + Digital, connecting Discovery Ads in YT and organically received a significant number of social network shares.

To be heard: A sexual podcast with The Village, to break taboos around sex and the V-zone.

To be discerning: By making influencers the voices of the brand who told their stories by launching WOM on social media

To be informed: Drove traffic to the website with paid search by posting a fun period’s test on Wonderzine.

RESULTS

• 70% reach TA
• More than 1М views
• +3 p.p. TOM
• +1 p.p. value share of the premium period pads segment
• +3 p.p. “Brand, which breaking intimate zone taboos” attribute

For years the Chewing Gum category was represented by 2 leading brands: Orbit and Dirol. Orbit was a prominent player both in media investments and sales. Meanwhile, Dirol was #2 brand and eventually fell into the stasis where ad investment maintained the existing level of brand awareness while losing its positions in brand usage, consideration, and market share. Yet, Dirol decided to refresh its positioning and appeal to a younger audience – Generation Z.

Looking for an interesting youth territory we came upon bloggers trend. A big part of the audience is not only interacting with blogger content but dreaming of becoming one. Willing to help people with video content we created a Dirol Blogger Academy. Participants of the project had the possibility to learn how to become a blogger with special lessons from popular influencers, and the winner got 1 mln. views on Youtube for promotion of personal channel.

This project reflected the audience’s dreams vowed prominent brand slogan “Dirol. Inspires with taste” and positively affected brand sales.

Issuing new active payment cards with many transactions is becoming more and more difficult every year when it comes to a large bank. Standard audience targeting tools no longer work.

Thanks to the psychographic segmentation of the target audience, done with the help of partners, we were able to reach a new level of personalization. As a result, we improved our media metrics, got more active customers who made more transactions, determined which segments performed better and applied our knowledge to optimize our next campaigns.

Pandemic is a hard time for people: we are flooded by bad news and sad thoughts. We all need a source of calmness and harmony during these times.

Therefore we created a new philosophy “Take it smoothie”, which helps to deal with bad moods and tough problems.

We used only social networks to promote our campaign and created bright content, interesting copy, and super cool Insta-masks.