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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.

The celebration of Kyivstar’s 25th anniversary was supposed to be the highlight of 2022. However, due to the war, traditional approaches to business and media planning no longer worked.

In the realities of full-scale war, Kyivstar reduced its media budgets by 30%. Consumer behavior changed, but the positioning of the brand “Human Connection” became even more relevant. The campaign for a new tariff for the 25th anniversary with the option of donations for the army was launched as a special crisis solution in wartime to save the lives of Ukrainian defenders and literally restore human connections in the de-occupied cities. The key challenge was optimizing the media support of the campaign.

The basis of the planning was Big Data from previous campaigns. Based on this, we created a new approach to planning, using econometric attribution modeling of users’ actual actions. Our data-driven strategy led to a significant shift in the TV and digital media split from 70/30 to a more effective 35/65. We managed to identify the most influential communication methods, thus increasing the amount of direct communication (SMS, push notifications, etc.) and additionally the share of display components in digital tools due to its economic efficiency and higher conversion rates in donation activations.

For continuous tracking of results and accuracy, we created live dashboards.

Results:

x2.5 Activation of the superpower “Helping the Armed Forces of Ukraine”

+20 p.p. Contribution to the restoration of Ukraine

+4 p.p. Brand connection

+4 p.p. Market leadership in mobile communications

Selling OTC pharmaceuticals online is one of the most challenging ventures in performance marketing. However, with the advent of Covid-19, we identified a potential opportunity. Specifically, we anticipated a surge in online sales and a transition of users from offline to online platforms.

We took the initiative to become market pioneers, establishing the most transparent and effective collaboration with online retailers. We successfully launched Performance Marketing for Sandoz drugs, transforming the Black Box Pharma eRetail Media market into a clear, comprehensible, real-time analytical system. This allows for clear tracking of our advertising campaigns’ business results and boosts sales by attracting new users.

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 ?

Vanish changed its communication message to one that shows the benefits of its product, and at the same time provides an additional argument to encourage and support people in their quest for conscious consumption of the planet’s resources. Now the brand uses the message: ” Your favorite clothes look new much longer.” The Publicis Ukraine team also created an emotional print with the agency’s employees acting as heroes.

The work became one of the best global examples of “Print” ads of the first half of 2021 by “Lürzer’s Archive”. It is one of the most authoritative Austrian advertising resources. Since 1984 the issue has been publishing a selection catalog of the best advertising works from around the world.

Media support for Vanish projects is provided by the Spark Foundry Ukraine agency.

Pa-pa-pa pa-pam pa-pa-pam pa-pa-pam… Where did it come from? This music fills the city… This music fills with sense!..

To refresh the citizens’ view of classical music, we have created a slogan, logo, and identity for a series of open-air concerts — Classic Picnic. There are enough seats for everyone and admission is free!

Get inspired with us and sound with the city!

Casting Crème Gloss as a historical leader in ammonia-free hair dyes has always been positioned as a brand for the first dyeing. Our focus audience is girls younger than 35 years old because hair color without ammonia does not suit older women. But since the launch, the audience of the brand became much older and we did not attract girls aged 16-24 y.o. who color their hair for the first time.

The main goal is to use upcoming rebranding and consider a strategy that would help to attract the new audience’s attention without losing the existing one and stimulate the brand growth.

Analyzing two TA segments (F 16-24 and F 25-34), we realized that each of them has a completely different background. Therefore, we built our communication taking into account individual triggers. The right message helped rejuvenate the audience and strengthen the perception of Casting Crème Gloss as the best dye for the first coloring.

In just a month of the campaign, we have achieved a record market share since the brand existed.