Insights, Strategy & the Idea: Viasat is a leading paid satellite TV operator competing with 3 other players in its category constantly expanding the market share of paid satellite TV. The communication goal was to drive broad public awareness of Cartoon Network launch. The marketing goal was subscription sales targets. The Agency was asked to come up with ideas within a limited budget of just $5K. Having checked all the content of the Cartoon Network in Ukraine, we learned that the only “fresh” cartoon was Scooby Doo. The obvious solution was to generate buzz. And we decided to act as if we really have news. We had enough money to organize decent press-conference, so all the fun was to happen there. The main challenge was to create an event visited by maximum journalists, give them a brilliant material to tell the country about. Creative Execution: Instead of usual “spokesmen” we brought in «spokesdogs»–Scooby Doo Crew, presenting the project to journalists and answering their questions. We named it the World 1st Dogs’ Press-Conference. Journalists were stunned with the idea and the opportunity to interview the Scooby Doo crew (real trained dogs). The “translation” was realized by the Interpreter from «dog » to «human» language – a Client Viasat representative. We all knew that it will be a real newsmaking event, and it did attract so many journalists, we could hardly fit into the country’s biggest press-room – UNIAN (usually allocated for the President, Prime-Minister and other VIP news events) Dogs one after another answered journalists with barking, whining, wagging or waving paws - the interpreter translated everything to “human language”. It took 1 hour to give away all the signatures requested by journalists! And of course everyone wanted to take a photo of our celebrity dog-crew. Results and Effectiveness: • 6 Google pages in Ukrainian with unique links, photos etc. • Top news sites http://korrespondent.net/, http://www.natali.ua/, http://kino.open.ua/,http://www.telekritika.ua/, http://www.ukrbiz.net, http://kiev.afisha.ua/, http://odessa.info/ • National TV show “Good morning, Ukraine!” • 9 most popular offline magazines («Liza», «Telenedelya», «TV Park», «ТV Ekran», «Serial», «Ukraina Moloda», etc.). • For 5K$ and 0 media investment we made Cartoon Network Channel launch a big deal! The subscriptions sales plan for September, 2010 was fulfilled at 129%. Cartoon Network in Ukraine became the The first TV channel ever launched by pets. Scooby-doooby-doooooo! Ambient advertisement created by Tabasco Ukraine, Ukraine for Cartoon Network, within the category: Media.

Film advertisement created by Tabasco Ukraine, Ukraine for Armed Forces of Ukraine, within the category: Public Interest, NGO.

Film advertisement created by Provid, Ukraine for Cheese Club, within the category: Food.

Digital advertisement created by Grape Ukraine, Ukraine for Laughing Cow, within the category: Food.

Ukrainians, both adults and children, are terribly tolerant about the violation of their rights. Our task was to show teens that they have rights and these rights must be upheld. We had to explain them how to do it without making them bored. We decided to put a teen in a position of an expert who helps other kids out when their rights are violated. We created #smthwentwrong, a chatbot quest in messengers where players got messages from the characters in need. The teens advised them what to do best and instantly they could figure out where their advice got the characters. Regardless of the players' choices, they were taught what’s the right thing to do in such situations. Also, the teens could write to us in the messengers if their rights were violated in order to have the real lawyer’s advice. They wrote indeed, and even shared their personal problems! Integrated advertisement created by UAMASTER, Ukraine for Pact & Change Communication, within the category: Public Interest, NGO.

Independent creative agency Bart&Fink created a new spot for Kresko. Did you ever felt that feeling when you cannot stop until it’s over? Yep, that’s what Kresko is all about. Little cereal snacks are soooooo good you will eat them until the pack is empty, despite what’s is happening. And...let’s be true, a lot may happen. Two 30 seconds commercial are funny and cinematic. Atypical heroes, like a country musician from the wild wild west and university professor with Indiana Jones background, witty jokes and great shots that’s what makes these adverts really unignorable. Film advertisement created by Bart&Fink, Ukraine for Kresko, within the category: Confectionery, Snacks.

Film advertisement created by BBDO, Ukraine for Gonzo, within the category: Food.

Audio advertisement created by Leo Burnett, Ukraine for Delo.ua, within the category: Media.

For the promotional campaign of the brand “Khortytsya”, it was necessary to demonstrate the ingenious methods of cooling the new bottle, that changes its color when cooled to +5 °C (41 F). We built a Rube Goldberg-like* device to perform a series of “freezing” tasks: chill the bottle with the fire extinguisher, throw it in ice water, and finally launch the bottle into the stratosphere. To take one good shot, the team spent two days in the shooting pavilion and filmed over 72 takes. Film advertisement created by Aimbulance, Ukraine for Khortytsya, within the category: Alcoholic Drinks.

To abate the overwhelming volume of the illegal logging in Ukraine, WWF Ukraine implements the educational program “Forest Watch”, training volunteers to identify and counteract illegal logging. The creative idea of the communication, aimed at raising the public awareness and promotion of the “Forest Watch”, was based on forests being customary called “the lungs of Ukraine”. The way how seamless the sound of the labored breathing, when short for the oxygen, turns into a tree being sawed down reflects how quickly and subtly situation can turn tragic for the Ukrainian forests and environment as a whole, if left unchecked. Audio advertisement created by Provid, Ukraine for WWF, within the category: Public Interest, NGO.

Film advertisement created by Shots, Ukraine for Kolesa, within the categories: Professional Services, Public Interest, NGO.

Ambient advertisement created by Saatchi & Saatchi, Ukraine for Milka, within the category: Confectionery, Snacks.

Film advertisement created by Tabasco Ukraine, Ukraine for Lyuks, within the category: Confectionery, Snacks.

Goal To turn poetry into a functional interior accessory, popularize poetry through the city streets, engage the poetry community and launch at the main literature event in Kyiv. Solution When designing the poetry book, we decided to play around its name – “Room Temperature”. That’s why a thermometer stem was attached to the book spine. As a result, when this book is on a shelf, it serves a function, instead of merely collecting dust. We managed to create a simple and clear visual identity with the use of lines, and in each geometric form of it the corners and walls of a room could be observed. A red and blue line appeared near pagination numbers. They once again refer the reader to the thermometer, where red colour goes up, and blue colour goes down. Integrated advertisement created by NEBO Ideas Agency, Ukraine for Room Temperature, within the category: Media.

Digital advertisement created by VGNC, Ukraine for Petcube, within the category: Electronics, Technology.

Film advertisement created by Saatchi & Saatchi, Ukraine for Letgo, within the category: Professional Services.

Dirt is our everyday enemy. Cooking? Dirt! Walking? Dirt! Watching TV show? DIRT! So if you want to keep your house clean, you definitely need a little helper. And we have one! No matter what you did yesterday, Deebot, will do the wet job for you. Watch our videos and bring comfort to your life. Digital advertisement created by Hoshva, Ukraine for Deebot, within the category: Electronics, Technology.

The most ambitious international campaign of Ukraine Ukraine now – is a grand-scale international marketing campaign of the Ukrainian government starting in 2018. Its aim is to form the Ukrainian global brand, raise foreign investment in country and improve its touristic potential. 27 experts from the Commission on the popularization of Ukraine in the world participated in the preparation for the campaign. With their help, the maximum amount of data and materials were gathered to create a brand that will demonstrate the attractiveness of Ukraine for tourism, cultural interaction and business. Why does country need a brand? Today, if a country does not have a brand, people form an opinion about it based on what they have heard or read occasionally. And this is bad for Ukraine. Because we can not influence such random information. Worse still, it's often negative. With the support of the British government, a study was conducted on how Ukraine is perceived abroad. It turned out that the three most popular associations with Ukraine are "corruption", "revolution" and "war". People who have never been to Ukraine see Ukrainians as closed, aggressive and intolerant. This image is shaped largely from what they see and hear in the news. With such a reputation it is difficult to attract investment and tourists to the country. But those who have been with us at least once, change their minds and celebrate the hospitality of Ukrainians, wonderful landscapes, culture and architecture. To change the perceptions of Ukrainians and convince more people to come to us, Ukraine needs a brand. Such a brand will demonstrate us as an open modern country, where everything is most interesting right now. Ukraine is now-nation "Now" is the most important word for Ukraine today. It is the basis of the new campaign and branding idea. Right now Ukraine is changing and gradually becoming what we want to see it. Modern Ukrainians are about "now." They do not wait, do not hesitate. They act now and create new companies, new progressive businesses, new cafes, restaurants, festivals, new factories, new creative schools and innovative technology parks. We want to attract the attention of the same modern people from all over the world, tourists and investors. For them this moment of change is important. And according to the research, this magic word "NOW" attracts them very much. Ukraine now The aim of the new branding is to tell about "now". It is dynamic, open and positive. Minimalism makes it easy to use. The logo was made like this because we wanted to "highlight" by means of a yellow marker the main word of the message – “NOW”. And the blue element of logo resembles the alerts we see in social networks. This is a symbol of something new, something that attracts attention. And Ukraine is really worth attention now. As a result, the brand was made bright and modern. It expresses young good energy, energy of action. Branding is situational. The final element of each layout is pictogram. Each time it adapts to the context and complements of the layout plot. Own typeface The Ermilov font was specially created for Ukraine Now brand. This is a modern massive geometric grotesque with a special bevel in the corners of the letter. The author of typeface was inspired by the work of Ukrainian constructivist artist Vasyl Yermilov. #Ukraine_now This is an app that provides live broadcasting from different parts of Ukraine right now. See real Ukraine, but not Ukraine from news. The brand of the country you want to explore The brand is optimistic, bright and sincere. This is the brand of the country you would like to get acquainted with. It helps us to demonstrate Ukraine as we love it to the whole world. Film advertisement created by Banda, Ukraine for Ukraine, within the category: Hospitality, Tourism.

Amnesty International Ukraine held a performance in one of Kyiv movie theaters. In the middle of the film viewing people in camouflage uniforms burst into the cinema hall and violently took two viewers away. We made a short video of the “abduction” and with the help of ambush marketing it became a viral and has collected tens of thousands views on YouTube. The initiative took place in support of annual Writing the Letters Marathon initiative organized by Amnesty International. Ambient advertisement created by Tabasco Ukraine, Ukraine for Amnesty International, within the category: Public Interest, NGO.

Film advertisement created by Saatchi & Saatchi, Ukraine for Zibert, within the category: Alcoholic Drinks.