Not another hero ad

McCann Kyiv: Chief Creative Officer & Creative Partner – Eugene Kaminskiy Associate Creative Director — Bohdan Musiiets Associate Creative Director — Dmytro Baza Senior Copywriter — Viktor Sinkov Head of Production — Yurii Skliaruk Account Director — Tetiana Pashkivska Production — THE MARTINI SHOT Director — Valentyn Minchuk DOP — Serhii Smychok 1st AD — Dmytro Khasanov Executive Producer — Olena Lutsenko Line Producer — Yehor Kuryshchenko Production Designer — Yevhenii Shvydler Location — RNB Studio Casting — Sasha Pylypenko Steadicam — Maksym Salo Music — HLIBOROB — Donbas Blues Band — @hliborob.music VFX — Wizard Postproduction Colorist — Oleksii Zavolokin Equipment — Patriot Rental Transport — Starwagen

By the third year of full-scale war, traditional patriotic recruitment campaigns had lost their effectiveness. Many men of conscription age preferred to comment and criticize the war from their homes rather than enlist, earning the nickname "couch troops". Instead of glorifying war or applying pressure, we spoke with empathy, humor, and an honest invitation. We offered a simple swap — trading the comfort of a home couch for the camaraderie of a battalion couch already waiting for them among their own. The campaign lived across various media channels, using a single unifying symbol, the couch, to create a consistent, relatable message across all touchpoints.