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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.

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.

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.

At a time when the conventional approach is used in customer communication in the category of chocolate bars, we have managed to find our own viable solution – personalized communications with individual segments of a wide target audience. And this is what has delivered fantastic results – our market share has grown over as many as three months for the first time since the beginning of the lockdown. We have chosen to work on five segments that cover the majority of a wide audience aged 16-35. That said, however, we managed to appeal to each of them individually, to become closer and more relevant to their particular preferences. We have developed tailored solutions for each of them: packing, messages, media support, opinion leaders, and presents that meet interests. As a result, everyone had the opportunity to feel like a king in what this particular person was interested in. All these efforts have resulted in heightened attention, engagement in communication, and the main result – fantastic performance indicators!

Challenge: To check the decline in the brand’s market share by means of highly relevant communication that engages the audience.

Insight: While everyone else in the category is working with a wide audience (16 to 35), we can pave our own way of segmentation and personalization of the message.

Idea: Lion encourages you to feel like a king (Lion) in what you are interested in.

Bringing the Idea to Life: Tailored solutions for each of the five selected segments: from packing and message to communication channels and targeting.

Results: An increase in the market share by 1.7 percent after the start of the campaign due to the high engagement in communication.

Every year, before the Children’s Day, the Tabletochki Charity Foundation, together with Leo Burnett, launches fundraising campaigns for the treatment of children with cancer. These actions are so periodic that it is becoming increasingly difficult to reach people.

For 2020, the fund has set a MEGAGOAL in general: to shoot a video for a digital campaign that will raise a million hryvnias! And this at a time when people, in addition to the fate of cancer patients, were also worried about the virus, lockdown, uncertainty, unemployment… Additional condition: the foundation wanted to show in the video a real child who beat cancer thanks to philanthropists.

We have developed a script for the video. The main role was played by a former ward of the foundation – 9-year-old Artem. He became proof of the effectiveness of care and a symbol of a possible happy ending.

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.