Case study
Description
Fight Putin through witchcraft
Since Russia invaded Ukraine, the world has tried sanctions, advanced weapons, and diplomacy to stop Putin—without success. As news coverage declined and frustration grew, one overlooked method emerged: witchcraft, something Putin himself is rumored to fear.
Together with the NGO Ukrainian Witness, we launched a digital campaign where a Ukrainian witch led live curse rituals on TikTok and Instagram, allowing viewers to submit their own curses. The campaign continued with illustrated “Curse Cards” turned into an interactive TikTok filter, letting users spread the spells further.
With zero media spend, the campaign reached 37 million people, reigniting attention on the war in a completely new way.
This professional campaign titled 'Spells for Democracy' was published in Multinational Worldwide, Sweden, and Ukraine in July, 2025. It was created for the brand: Ukrainian Witness, by ad agency: Kid Collective. This Digital medium campaign is related to the Public Interest industry and contains 1 media asset. It was submitted 5 months ago by Art Director: Christian Jörgensen of Kid Collective.
Credits
Advertising Agency: Kid Collective, Stockholm, Sweden
Content agency: Publicis Content Groupe, Kyiv, Ukraine
