Reactions. Emotions. Stories

Kosta Schneider — Chief Creative Director, Publicis Groupe Ukraine & Czech Republic  Ruslan Palamarchuk — Creative Director, Publicis Ukraine Bohdan Strilchyk — Art Director, Publicis Ukraine Anna Doroshenko — Art Director, Publicis Ukraine Hanna Bazylenko — Copywriter, Publicis Ukraine Denys Urusov — Copywriter, Publicis Ukraine Diana Lapina — Designer, Publicis Ukraine Anastasiia Mikutska — Account Manager, Publicis Ukraine  Marta Kalynets  — Client Service Director, Publicis Ukraine Olena Sukhanova — Managing Director, Publicis Ukraine & MSL Ukraine Elena Bakum-Ramola — Chief Creative Practice, Publicis Groupe Ukraine

The quality of communication is determined by people's reactions. Enthusiasm, surprise, joy and even envy or outrage can create whole stories. Indifference achieves nothing. That's why we created a visual language, that promotes the idea of emotional explosion. it's the visual "chemistry," the reaction a cool idea evokes. This is a powerful release of hormones - dopamine, serotonin, oxvtocin, norepinephrine etc. We stylized their chemical formulas, adding Ukrainian authenticity, and through various combinations, created branding elements with different spectrums of emotions. The identity unfolds across various formats and media to attract as many creators as possible to the festival program.