Description
The Ukrainian Saturday School in Vienna has taken in more than 1,000 additional students since the beginning of the war in Ukraine. Here, the refugee children learn about the culture and language they had to leave behind. To provide the lessons, the school needs all the help it can get. And it came in the form of a national tradition that was reframed to point towards an international crisis.
Every year at Christmas, Austrians bake cookies in the form of Latin letters - a tradition called “Russian Bread”. For the fundraising campaign, the Christmas custom was renamed “Ukrainian Bread” and the whole of Austria was invited to speak up against war by baking, generating and spreading peace messages in the form of Cyrillic letter cookies. To help Austrians bake said messages and raise funds, a specially designed baking paper, the world’s first virtual baking paper and interactive “baking” ads were designed.
This professional campaign titled 'Ukrainian Bread' was published in Austria in December, 2022. It was created for the brand: Ukrainische Samstagsschule Wien, by ad agency: Demner Merlicek & Bergmann / DMB.. This Design, Digital, and Direct media campaign is related to the Public Interest industry and contains 4 media assets. It was submitted about 1 year ago by PR Manager: Janina Schwarz of Demner, Merlicek & Bergmann / DMB..
Credits
Advertising Agency: Demner, Merlicek & Bergmann / DMB., Vienna, Austria
Media Agency: Media1
Managing Director: Marcello Demner
Executive Creative Director: Sebastian Kaufmann, Alistair Thompson
Creative Director: Daniela Sobitschka, Anna Repitsch, Mario Goldsteiner:
Digital Creative Director: Christoph Hofbauer
Art Director: Martin Dorn
Junior Art Director: Viktoria Mannsberger
Client Service Director: Regina Fischer
Head of Project Management & Digital Delivery: Patrick Pölt
Client Assistant: Sabrina Hajek
Public Relations: Janina Schwarz
Digital Strategy: Philippa Baminger
Social Media Management: Malik Lebbihiat
Digital Content: Nikolas Rein
Production (Photography): David Bastawros
Production (3D): Christo Penev
Programming Augmented Reality: Hongwei Tang (hongweitang.com)
Programming Web: Mac Wong (Digitalbackup MW GmbH)
