LET'S TAKE CARE OF WHAT MAKES US WHO WE ARE

Creative Producer - Olga Mykhalets Art Director - Iryna Pavlova Creative Director - Anna Seniuk Creative Copywriter - Dariia Tarasevych Account Managers - Angelika Horovenko, Dariia Varenyk  Designers - Liza Chepugova, Olga Zaiets Director - Anton Shtuka DOP - Anton Fursa Editor - Yegor Kadomtsev Sound Designer- Igor Bondarenko Motion Designer - Vladyslav Kalenskyy Production Manager - Olga Kramarenko Production Assistant - Alina Zanizdra

BACKGROUND The full-scale invasion permanently altered the ordinary life of Ukrainians. Simultaneously, each of us began to cherish Ukrainian values.  A Ukrainian pharmaceutical producer Darnytsia is undergoing transformations together with its audience and brings the values of the nation to the forefront. For the Christmas holiday season, they wanted to secure their patriotic positioning, to connect deeply with their audience on an emotional level and keep their spirits up. IDEA The idea was to emphasize the importance of staying united, supporting one another, and facing challenges together.  “Let’s take care of what makes us who we are” was a message to encourage audiences not to lose heart and to continue holding onto the values that define them as Ukrainians.  Using Ukrainian traditional symbols like the Christmas star, didukh, and angel adds authenticity and nostalgia to the campaign, evoking a sense of tradition and warmth. EXECUTION To communicate the message we used many different channels. Our TV commercial showcased stories reflecting Ukrainian values. To make it more attractive we wrote an emotional song and then broadcasted it on the radio. Bright brand green billboards and city lights illuminated Ukrainian cities, while a branded train in Kyiv subway, decorated with traditional ornaments, further spread our message. Additionally, we collaborated with Ukraine’s biggest ski resort Bukovel and branded their ski lifts with our Christmas campaign. RESULTS The heartfelt Christmas campaign encouraged people to return more and more to Ukrainian traditions. People were sharing photos of Christmas trees with traditional straw decorations, didukhs, recipes for traditional dishes, and family celebrations. Through this approach, Darnytsia demonstrated its commitment to the well-being of the Ukrainian people beyond its pharmaceutical products, positioning itself as a brand that stands with its community in both good times and bad.