KOBLEVO wine. SAMCHYKIVKA ART.

CLIENT: BAYADERA GROUP Tetiana Ivantsova Marketing Director Wine&Cognac category Bayadera Group Papenko Uliya Head on Wine&Cognac category Bayadera Group Sansonenko Dmitriy Head of creative development Bayadera Group AGENCY : UTC FILM  Creative Lead: Veselov Volodymyr creativ director; Sytnik Sofiia creativ director, copywriter; Veselov Oleksandr associate creativ director. PRODUCTION : UTC FILM  Director: Veselov Volodymyr Dop: Vlad Pen'kov Producer: Svitlana Ptukh Producer's Assistant: Lena Vyazovskaya  Art director: Helen Gadjilova Set Designer : Kseniia Nebolsina

Folk art is not a relic of the past, its place is in pop culture now! The love for traditional painting is a pervasive Ukrainian code. No matter how challenging the circumstances are, we always strive to improve and make the reality around us more beautiful, bringing beauty into everyday life. Although the concept of beauty is ever-changing, we are always drawn to it! In the new advertising campaign for Koblevo, our goal was to change the perception of the relevance of traditional paintings in modern culture and to introduce the existence of Samchykivka painting to many. We demonstrated how classical folk decorative art can penetrate the modern world and become an organic part of pop culture. To achieve this, we took the Samchykivka painting beyond the limits of a sheet of paper, and showed how it can be reincarnated in the limitless possibilities of modern times technologies, reborn on a bottle of natural Koblevo wine! In the new Koblevo advertising campaign, we created a unique connection of generations, Ukrainians then and now, who are united through the prism of folk art and have always had a common goal - the desire to create beautiful things and improve the world around us!