NSFW Warning

This page may contain elements which are considered Not Safe For Work.



Agency: Grape


F*ch — a feature of the daring ones.
Aren’t you tired of being criticized or judged for your choices? Whether it is a decision who to love, what to dress, or to start smoking or not… Grape’s team definitely is!
This is why they came out with bold visuals for an advertising campaign of FichLabs’s e-cigarettes of a new generation. While the industry's biggest producers continue to show the same lifestyle, FichLabs refused to compromise and celebrated the power and bravery of those who do not limit themselves by social paradigms of acceptance. Thus, the campaign was dedicated to rebels who do not care about public condemnation, with the main message being "F*ck it!", or rather, "F*ch it!".

This NSFW professional campaign titled 'F*ch' was published in Ukraine in September, 2020. It was created for the brand: Fich, by ad agency: Grape. This Integrated medium campaign is related to the Electronics, Technology and Tobacco industries and contains 7 media assets. It was submitted almost 3 years ago by Editor, proofreader: Olha of Grape.


Advertising Agency: Grape, Kyiv, Ukraine
CEO Grape: Yurii Gladky
Creative Director: Aleksey Maksymenko
Senior Creator: Natasha Tsvietkova
Creator: Oleksandr Malyk
Strategy Director: Elena Holovatiuk
Strategist: Valeria Troshchilo
Art Director: Eugenia Onyshchenko
Motion Designer: Andrey Lubchik
New Business Director: Ksenia Sokur
Account Director: Olha Boyandina
Senior Account Manager: Maryna Martynova
Account Manager: Anna Vergai
Production: Rafesthetic
Crew List Shooting – Director: Pavel Buryak
Dop: Nikita Kuzmenko
Photographer: Andrew Pilipets
Producer: Katerina Nefeld
1ad: Kristina Illina
Production Manager: Ivan Rogalsky
Producer's Assistant: Artur Pantykin
Stylyst: Sonya Soltes
Stylyst Assistant: Victoria Ditrih
Production Designer: Daniel Dubrovsky
Composer: Gera Taraman



Sign up for our newsletter

Don't miss out. Receive our free weekly newsletter to learn about the best creative work from all around the globe. We're keeping your email safe and confidential.