We instead of us
After February 24, not only Ukraine changed, but also our attitude towards ourselves.
All of the Ukrainians became one powerful Us instead of a single me. "Galychyna" – a famous Ukrainian dairy brand whose name means a historical and geographical region of Ukraine, got inspired by the nation's unity and decided to become its symbol.
"Galychyna" confessed its love for all 14 historical regions of Ukraine by giving the brand 14 different names.
In support of the campaign, we created a commercial with the most important message in the world: "We instead of me".
We received more than 20 million digital media impressions only in the campaign's first month. People were searching for special bottles of their native "Donbas", "Slobozhanshchyna" or "Crimea", dedicated songs and poems to milk, made memes, recorded duets on Tik Tok, and took selfies with milk, kefir, or yogurt bottles.
This professional campaign titled 'We instead of us' was published in Ukraine in July, 2022. It was created for the brand: Galychyna, by ad agency: Bickerstaff. This Design, Digital, and Integrated media campaign is related to the Food industry and contains 1 media asset. It was submitted 9 months ago by dependent creative agency: Bickerstaff.734.
Bickerstaff - creative agency
Founder and creative director - Illia Anufrienko
Creative group head - Marina Chernyavskaya
Strategist - Masha Kochurenko
Graphic designer - Andrew Getmanchuk
Art director - Polina Blyzniuk
Junior art director - Agatha Egoshina
Digital designer - Olexii Boiev
Senior account manager - Yana Brusentseva
Pr manager - Valentyna Polovynka