Galychyna - "We instead of us"

Bickerstaff.000

Bickerstaff.000 Kiev, Ukraine

Awards

4774

Brand: Galychyna
Country: Ukraine

Advertiser: Galychyna

Title	We instead of us
Brief	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.
Agency	Bickerstaff.000
Campaign	We instead of us
Advertiser	Galychyna
Brand	Galychyna
Date of First Broadcast/Publication	2022 / 7
Business Sector	Food
Story	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.
Media Type	Digital
Length	113 seconds
Creative Director	Ilia 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 Accaunt Manager	Yana Brusentseva
PR manager	Viktoriia Ivanishina