The stained glass tram

Eugene Kaminskiy, Creative Director/Chief Creative Officer McCann Kyiv Romanna Lobach, Account Director & Creative Excellence Director McCann Kyiv Olga Rozhankivska, Client Service Director McCann Kyiv Anna Bobina, Associate Client Service Director McCann Kyiv Dmytro Baza, Creative Director McCann Kyiv Svitlana Liadova, Senior Art Director McCann Kyiv Lizaveta Baidachnaya, Senior Designer McCann Kyiv Zlatoslava Gatsenko, Senior Designer McCann Kyiv Julia Shevchuk, Senior Account Manager McCann Kyiv Yuriy Sklyaruk, Producer McCann Kyiv Oleksiy Griban, Video Editor McCann Kyiv Anzhela Zalevska Senior Account Manager McCann Kyiv

In Lviv, a city known for its Christmas traditions and stained glass heritage, preserving the historic atmosphere is essential. During the peak Christmas season, Svitoch faced a challenge: how to achieve visibility while respecting the city’s visual identity. The answer was to transform one of the city’s most familiar objects — the tram — through a visual language deeply rooted in Lviv. Inspired by the aesthetics of stained glass, Svitoch turned it into a moving composition of light, colour, and story. Segmented shapes, bold outlines, and vivid colour blocks reimagined the tram as a festive illustration. Across its carriages, a continuous Christmas story unfolded: a sleigh carrying St. Nicholas and the Lviv lion delivering Svitoch gifts. Instead of placing advertising onto the city, Svitoch created the Stained Glass Tram — a moving piece of design that became part of Lviv’s Christmas story.