Publicis Groupe Ukraine

Work we are
proud of

“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.

read more
“Ode to Dignity” – How the “Ukraine” Piano Worked on Ukraine’s Image in Germany
The honey that shouldn’t exist

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.

read more
The honey that shouldn’t exist
Increasing sales for PrivatBank with SEO and AI

The “Finance” category was rapidly declining, and the client set an ambitious goal – to increase website traffic from organic search by 80%, to increase the number of applications for the top 6 products by at least 2 times (+100%), and to increase the average monthly revenue per consumer of these products by at least 20% in the category.

We predicted the formation of pent-up demand in this category and, using AI technology, discovered the opportunity to cover a wider range of search queries to attract more potential clients.

We planned an unconventional SEO tactic “To search as they search” – create a website specifically for service consumers and optimize it based on how they search. It worked wonders in scaling PrivatBank’s presence in organic search results.

We conducted a detailed analysis of search queries based on the principle of “search as they search,” created new pages on the website according to them, generated ideas for relevant content using AI, and promoted these pages using links.

We exceeded the website traffic goal by 89% and the application submissions for the top 6 products by 96%, but more importantly – we increased the average revenue from the top 6 products by 28%, surpassing the average annual inflation rates in Ukraine.

read more
Increasing sales for PrivatBank with SEO and AI
Exclusive Packaging for Svitoch Exclusive

Svitoch Exclusive is exquisite dark chocolate with 51% of cocoa. It is presented in four unusual flavors: chili with apricot, sea salt with caramel, ginger with lemon, and hazelnut with peanut.

When developing the packaging the team emphasized the main advantages of the new product – the famous Svitoch chocolate and the ingredients in the form of pieces.

read more
Exclusive Packaging for Svitoch Exclusive
The Best Side of Molokiia

Molokija has found the solution in the situation with a quite limited advertising budget and persistently strong competitors’ activity. The Brand has stood out and found its own communication niche in the category.

Rebranding has been conducted, which led to changes in product packaging so that the product ingredients are now the most important highlighted detail. The aforementioned changes along with elaborately planned cross-media activity led us to the significant increase in OFF-TAKE indexes. As a result, both the White Yoghurt and Kefir became No. 1 in terms of market share in hryvnias as well as in tonnages in the period from February till May 2021.

read more
The Best Side of Molokiia
Classic Picnic #SOUNDwiththeCITY

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!

read more
Classic Picnic #SOUNDwiththeCITY
Through rationality and expertise to the consumer’s heart

In the super-premium pet food segment where Purina Pro Plan plays, brands use rational communication that emphasizes their expertise. After all, this is what pure-blooded pets owners value, and they are the main consumers in the segment.

To stand among the competitors we drastically changed the rules of the game in the category and focused on the development of our own communication channels instead of using paid communication channels.

We developed a content strategy that was really useful for pet owners. It was a long-term thought-out strategy to be implemented in 3 stages: branded content creation; its scaling with the TV section; exclusive communication with the audience on the own cat show.

We were the first and the only in the category to choose this kind of path. And our bold trend-based solution has helped the brand to win the love of pet owners. Our market share has grown 2 times in 3 years, and brand perception has improved significantly!

read more
Through rationality and expertise to the consumer’s heart
Dirol Blogger Academy

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.

read more
Dirol Blogger Academy
Nasha Ryaba “Apetytna”: smart growth powered by a data-driven approach

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

read more
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

read more
How Visa Created a Community of Brands who care

How Visa Created a Community of Brands who care

read more
Carol for Charity – How we turned Shazam into a Donation Platform

Carol for Charity – How we turned Shazam into a Donation Platform

read more
Brave Together with Maybelline New York

Brave Together with Maybelline New York

read more
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

read more
Keep calm & carry-on big data

Keep calm & carry-on big data

read more
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?

read more
Regional OdysSEO for the priority. Fixed internet by Kyivstar

Regional OdysSEO for the priority. Fixed internet by Kyivstar

read more
Plasticine stories on sensitive issues by Publicis Ukraine

Plasticine stories on sensitive issues by Publicis Ukraine

read more
Changing the Symbolism with the Motherland Pride

Changing the Symbolism with the Motherland Pride

read more
Your favorite clothes look new much longer!

Your favorite clothes look new much longer!

read more
Podorozhnyk – Knows That Helps

Podorozhnyk – Knows That Helps

read more
Be the King of your Jungle

Be the King of your Jungle

read more
National Art Museum of Ukraine (NAMU): NAMU Lions

National Art Museum of Ukraine (NAMU): NAMU Lions

read more
LENOVO: MEOWBOOK

LENOVO: MEOWBOOK

read more
‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

‘TABLETOCHKI’ CHARITY FUND: HOW I LIVE YOUR MONEY

read more
The Ukrainian Creative Awards

The Ukrainian Creative Awards

read more
Save the animals with Save Wild

Save the animals with Save Wild

read more
#Moneycanchallenge

#Moneycanchallenge

read more
When you can look whatever, look great with Garnier Fructis Superfood

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

read more
Become a Hero with Men Expert

Become a Hero with Men Expert

read more
Nescafé 3in1 integration in music clip to engage young trendy audience

Nescafé 3in1 integration in music clip to engage young trendy audience

read more
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

read more
How to find a new audience to boost brand leaders growth

How to find a new audience to boost brand leaders growth

read more
Get your head in the game with Lion together

Get your head in the game with Lion together

read more
Fructis Renovation or how to be on the TOP again

Fructis Renovation or how to be on the TOP again

read more
DigiVision for SausageSnack

DigiVision for SausageSnack

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

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

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

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

read more
Take it smoothie – Molokiia

Take it smoothie – Molokiia

read more

Clients

Peugeot Citroen
Таблеточки
Клуб Сиру
Chumak
Essity
Дарниця
Sandoz
B&H
Coty
Molokia
Coca-Cola HBC
Beiersdorf
Дмитрук
Renault
Nestle
METRO
ABInBEV
L`Oreal Ukraine
StarLadder
Electrolux
Reckitt Benckiser
NAMU
Unity Bars
Mango
Arterium
Duracell
Lactalis
Raiffeisen Bank
FCA
Mondelez
Visa
OLX
Eurocar
LVMH
White Rock
Sanofi
КОМО
Carlsberg Ukraine
Philip Morris
Kyivstar
Stellantis
Ukrsibbank PNR Paribas Group
Save Wild
Lotos
Samsung
Winner
P&G
This site uses cookies to offer you a better browsing experience. Find out more on how we use cookies.
Accept cookies