Easter Gif Attack

Creative Director: Ilia Anufriienko Account Director: Oksana Peicheva Creative group head: Maryna Cherniaska Art director: Polina Blyzniuk Art director: Daryna Gorbacheva Senior Designer: Andrey Getmanchuk 3d, motion Designer, Sound Designer: Alexei Boiev Strategist: Mariia Kochurenko PR manager: Velentyna Polovynka

On the third month of the full-scale war of Russia against Ukraine, we’ve got ourselves a brief for ourselves. We needed to tell Russians the truth about their war crimes in Ukraine, bypassing the censorship of the Russian Federation. We’ve chosen a beautiful day for spreading the truth: The Orthodox Easter. That one day a year, when Russians are extremely active on messengers greeting their friends, relatives, and colleagues. So, we decided to share the truth with their own hands. We’ve imitated the hottest type of greetings – the Easter gif cards on Viber, one of the most popular messengers in Russia. Our truthful greeting cards looked absolutely the same as the original ones, but with one particular detail. After our partizan gif was sent, it transformed into a tragic message about what is happening today in Ukraine. 8 of 15 the most popular greeting gifs were our partizan messages 20 of our greeting gifs were shown on the first eight pages 2.9 million of Russians saw our messages when searching “easter.”