BRANDEFENCE UA
Many big brands known worldwide decided to support Ukraine during the war with russia. They did so despite the great financial losses, because only real economic pressure can stop the aggressor. Brands defend Ukraine.
We want to thank our friends and partners. That's why we created new symbols of Ukraine's defense – branded anti-tank hedgehogs. By using alternative versions of the brand slogans we redirect the force of their marketing against russian aggression.
Nike - just stop it
McDonald's - I’m breaking it
IKEA - the peaceful everyday
Intel - stay outside
adidas - it's impossible
Apple - act different
…
Many big brands known worldwide decided to support Ukraine during the war with russia. They did so despite the great financial losses, because only real economic pressure can stop the aggressor. Brands defend Ukraine.
We want to thank our friends and partners. That's why we created new symbols of Ukraine's defense – branded anti-tank hedgehogs. By using alternative versions of the brand slogans we redirect the force of their marketing against russian aggression.
Nike - just stop it
McDonald's - I’m breaking it
IKEA - the peaceful everyday
Intel - stay outside
adidas - it's impossible
Apple - act different
…
The idea is flexible for any brand that stands for Ukraine. These brands could express their support, take part in the defense of our cities and raise their global image. Second step of the campaign should be the creation of real branded anti-tank hedgehogs with relevant messages and placing them near the POS and offices of these brands in the world - McDonald's at the railway station in Kyiv, or IKEA headquarter in the Netherlands. After the victory of Ukraine, all the "branded hedgehogs" will be gathered into a single art installation to show how global brands stand for Ukraine in our fight for peace and democracy.
Artem Gusev – creative director
Sergey Artemenko – senior copywriter
Sergey Matvienko – CG artist
Evheny Krivchenko – 3D modeling
Kyiv International advertising festival (KIAF) - Shortlist
C. POSITIVE CHANGE
C3. POSITIVE CHANGE – #StandWithUkraine
C3-04. OUT OF HOME ADVERTISING
