Call War War!

Anatoliy Davydov // Creative Director Leo Burnett Ukraine Vlad Minchev // Senior copywriter Leo Burnett Ukraine Anna Gogulia // Project manager Leo Burnett Ukraine

Terrifying war struck Ukraine. However, when you are far, the horror degree drops with every kilometer, while doubts multiply. Statements like “Conflict in Ukraine” or “Ukrainian Crisis” appear instead of the unpleasant word “War”, downplaying the seriousness of the situation. The Call War War project was created to counteract double wording and erase doubts through obvious verbal & visual comparison. There is war in Ukraine. Unfortunately, it is was it is.