Publicis Groupe Ukraine

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany

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.

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“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany
Carol for Charity – How we turned Shazam into a Donation Platform

For over 100 years, Carol of the Bells has been synonymous with Christmas. However, many people are unaware that this iconic song originated from Ukraine. Mykola Leontovych, a Ukrainian composer, arranged a traditional Ukrainian folk song into the version we know today, in 1914.

To aid Ukrainian children affected by war, we transformed the beloved Carol of the Bells into 

a donation platform using Shazam. The new version of the song, titled Carol for Charity, encourages listeners to Shazam itself and donate for children’s needs with just a few clicks.

“Carol for Charity” went viral in 11 countries. With the help of Publicis Groupe teams worldwide, it was featured on 22 radio stations and integrated directly into Christmas movies via bumper ads. Media and TV coverage further boosted the project’s popularity, leading to the song being played over 1,000,000 times. 

The project received numerous awards at prestigious festivals such as Cannes Lions, LIA Awards, Mad Stars, The One Show, and Golden Drum.

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Carol for Charity – How we turned Shazam into a Donation Platform
Regional OdysSEO for the priority. Fixed internet by Kyivstar

Kyivstar gain first place in the fragmented market of the fixed Internet and become “visible” for the non-beneficial algorithms of the search algorithm. Instead of classic SEO-approaches the brand left the template and optimized the landing page for each city and town, where there is a physical possibility of Kyivstar to provide the fixed Internet.

Experimental “local” tactics in SEO increased the visibility of Kyivstar’s fixed Internet in the first positions of organic search results by 3.5 times. Brand №1 has now caught up with itself in the search.

This case received Bronze Award in E-Commerce category at Effie Awards Ukraine.

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Regional OdysSEO for the priority. Fixed internet by Kyivstar
#Moneycanchallenge

Can selfies overcome cancer? Children with it have a 90% chance of recovery. But only when they are provided with the necessary treatment. In Ukraine, due to lack of funding and social problems, this figure is much lower, so online donations are very important. Together with Tabletochki Charity Foundation, we decided to increase the number of such donations, making selfies less selfish. That’s how the #MoneyCanChallenge came about.

 

The participant “complemented” his face in the photo with a portrait from a banknote donated to the Tabletochki and passed the call to friends. The flash mob was picked up by users and brands, making it one of the main TV news in the country. Tabletochki raised a considerable amount of money for charity at no cost, turning the instrument of love for oneself into an instrument of love for others.

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#Moneycanchallenge
When you can look whatever, look great with Garnier Fructis Superfood

Challenge

COVID-19 and the introduction of strict quarantine restrictions are events that have greatly affected all of us and forced us to change our usual way of life. Now people had to get used to living in self-isolation and connect with the world (work, friends, relatives) by various devices and messengers. The situation contributed to the surge in popularity of the video conferencing format.

Many not only locked themselves at home but in themselves too. This influenced a lot of the beauty industry. After all, people began to pay much less attention to their appearance.

 Solution

We decided to utilize this trend – and encourage people who have become hostages of their homes to be more open and “see” each other online more often. Yes, see each other! And start turning on cameras. And with the help of Garnier Fructis Superfood people who could look like whatever looked super.

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When you can look whatever, look great with Garnier Fructis Superfood
Nescafé 3in1 integration in music clip to engage young trendy audience

BACKGROUND

Nescafé 3in1 needed to attract a young audience through its communication.

This audience watches TV less often and has left a trust to direct advertising. But they trust opinion leaders and consume a lot of YouTube. They like music content and Alyona Alyona is one of the most popular local singers among them.

SOLUTION

  • To use native communication with the audience by integration in Alyona Alyona’s clip with product placement and product usage.
  • To engage the audience by relevant content from relevant singers & by additional bloggers support, which told about this partnership in social networks.

RESULTS

  • ~4,5 Mln video views
  • 104 K likes
  • >100 K engaged in brand questionnaire integrated into the clip: most of the audience remembered and correctly indicated the brand
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Nescafé 3in1 integration in music clip to engage young trendy audience
DigiVision for SausageSnack

We faced a challenge to break into the everyday life of people with a new product Kabanosy – long, thin sausages made from natural meat, positioned in between the meat-sausage and snack category. Until 2019 the product was unknown to both Ukrainian customers and distributors. Retail shops didn’t understand in which division the product should be sold, customers were puzzled whether to make sandwiches or eat Kabanosy with beer.

New product inspired us for a new approach for mixing media channels. We turned the classical media mix upside down and developed “DigiVision”, where digital plays a leading role in generating reach and TV is playing a secondary role. Non-standard and effective usage of media allowed Kabanosy to become a leader of the category of Snack and Meat products with minimal investment and significantly grew monthly sales.

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DigiVision for SausageSnack
Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

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A la guerre comme a la guerre – Do your things with a French accent

A la guerre comme a la guerre – Do your things with a French accent

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How Visa Created a Community of Brands who care

How Visa Created a Community of Brands who care

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The honey that shouldn’t exist

The honey that shouldn’t exist

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Brave Together with Maybelline New York

Brave Together with Maybelline New York

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Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

Tsar Khlib + Leo Burnett Ukraine = the first major communication of the bread brand “Skills Taste” 2024

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Keep calm & carry-on big data

Keep calm & carry-on big data

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Increasing sales for PrivatBank with SEO and AI

Increasing sales for PrivatBank with SEO and AI

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How to turn the Pharma eRetail Media market black box into effective performance marketing?

How to turn the Pharma eRetail Media market black box into effective performance marketing?

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Plasticine stories on sensitive issues by Publicis Ukraine

Plasticine stories on sensitive issues by Publicis Ukraine

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Exclusive Packaging for Svitoch Exclusive

Exclusive Packaging for Svitoch Exclusive

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Changing the Symbolism with the Motherland Pride

Changing the Symbolism with the Motherland Pride

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Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

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Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

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Be the King of your Jungle

Be the King of your Jungle

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National Art Museum of Ukraine (NAMU): NAMU Lions

National Art Museum of Ukraine (NAMU): NAMU Lions

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LENOVO: MEOWBOOK

LENOVO: MEOWBOOK

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‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

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The Best Side of Molokiia

The Best Side of Molokiia

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The Ukrainian Creative Awards

The Ukrainian Creative Awards

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Save the animals with Save Wild

Save the animals with Save Wild

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Classic Picnic #SOUNDwiththeCITY

Classic Picnic #SOUNDwiththeCITY

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Become a Hero with Men Expert

Become a Hero with Men Expert

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Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

Let our #ІСТОРІЇVСЕРЕДИНІ be heard or how to involve the audience in delicate dialog

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Through rationality and expertise to the consumer’s heart

Through rationality and expertise to the consumer’s heart

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How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

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Get your head in the game with Lion together

Get your head in the game with Lion together

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Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

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Dirol Blogger Academy

Dirol Blogger Academy

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The very same feeling when you’re with Pure the coolest one

The very same feeling when you’re with Pure the coolest one

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Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

Message personalization and psychographics in campaigns by Visa and their partner PrivatBank

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Take it smoothie – Molokiia

Take it smoothie – Molokiia

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Clients

Sanofi
Save Wild
ABInBEV
Sandoz
Samsung
Eurocar
METRO
Дмитрук
Mondelez
Mango
L`Oreal Ukraine
Duracell
Philip Morris
Coty
White Rock
Reckitt Benckiser
Таблеточки
LVMH
Raiffeisen Bank
Nestle
Renault
КОМО
Coca-Cola HBC
Lactalis
P&G
Kyivstar
Arterium
Winner
Дарниця
OLX
B&H
Molokia
Beiersdorf
Electrolux
Клуб Сиру
FCA
NAMU
Stellantis
Peugeot Citroen
Essity
StarLadder
Chumak
Lotos
Visa
Carlsberg Ukraine
Unity Bars
Ukrsibbank PNR Paribas Group
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