THE KIND FUEL

Creative Director – Igor Finashkin Associate creative director – Irene Ilchanka Art Director – Tonya Kondakova Copywriter – Dmytro Horbenko Motion designer – Anastasiia Korzhenko

In the first months of the full-scale invasion, russia massively bombed Ukrainian oil, gas facilities and depots all over the country.  The civilians were panic-stricken and buying more fuel than they could use. Volunteers who played an essential part in operational processes like evacuating people, delivering food, medical equipment, drugs, military apparel and gear faced the fuel shortage more than others. WOG, one of the biggest national gas stations chain in Ukraine, together with VISA, created and presented a humanitarian fuel - THE KIND FUEL. It has its name, branding, but it didn't even exist itself because all fuels were turned into our KIND FUEL. A driver could buy any amount of THE KIND FUEL and donate to volunteers so they could use this prepaid petrol for essential trips. For less than two months, THE KIND FUEL got about 120 000 liters donated to volunteer organizations.  The campaign got 4700 mass media reach and more that 9 millions social media reach. It was so successful that it is planned to be repeated this year