The creative concept of Ukrainian Creative Stories 2025

The agency Brain Tank has developed the creative concept for Ukrainian Creative Stories 2025. This year’s project slogan is " The Whole World is Advertising, and We Are Its Creators". The visual representation of this idea was brought to life through the modernization and expansion of reality in famous works of art using AI. But what exactly did the creative team mean? And what message were they trying to convey to the industry with this concept?

An artist believes that the world cannot exist without paintings. An architect cannot imagine life without buildings. But in the advertising industry, the perspective is different. The main idea of the Ukrainian Creative Stories 2025 concept is to show that advertising is not just a collection of images and slogans, but a fully-fledged world that we, as advertisers, create every day.

"The slogan 'The Whole World is Advertising, and We Are Its Creators' and the visual concept emerged through a process of creative synergy, where each element fueled and inspired the other," explains Yevheniy Myroniuk, CoFounder & CSO, Brain Tank. "They are inseparably connected, like two sides of the same coin, and have become an organic expression of our shared vision. The process felt like an instant revelation, where the idea and its verbal embodiment came to life simultaneously".

To visualize the concept, famous masterpieces of art were used, carefully selected to symbolize different aspects of the advertising industry:

• "Self-Portrait with Palette" (Vincent van Gogh) represents design craft

• "Cossack Mamay" (unknown author) embodies audio creativity

• "The Birth of Venus" (Sandro Botticelli) illustrates the filming process

• "Reply of the Zaporozhian Cossacks to the Sultan of Turkey" (Ilya Repin) showcases management work

 The creative concept of Ukrainian Creative Stories 2025 also serves as a challenge to the advertising industry – to create work that has impact and changes our lives. Every piece of communication transforms the world, shapes perceptions, and ultimately builds our future. It's time to change stereotypes about advertising, reminding everyone that it is one of the oldest professions and should be perceived as a form of art.

"Working on the creative concept for UCS 2025 is our contribution to the development of Ukraine’s advertising industry," says Yevhenii Myroniuk. "Through our work, we address all advertising agencies: we don’t want to chase trends or play to clients’ expectations, nor do we engage in superficial creativity. We strive for deeper meaning, for creating work that matters and influences society. We believe that true creativity comes from an internal drive, from the desire to do what truly inspires us. We believe that advertising agencies must save themselves from uninspired and templated ads. We must abandon superficial solutions and focus on creating work with profound meaning and value. This is not just a job – it is our mission".

Ukrainian Creative Stories (UCS) is a platform that brings together Ukraine’s national and international advertising festivals, including: Kyiv International Advertising Festival, ADC*UA Awards, Ukrainian Design: The Very Best Of, MIXX Awards Ukraine. This project serves as the premier gathering place for the best talents and most innovative projects in the creative industries, making UCS a hub for creators who inspire and showcase the true art of advertising.

Submissions for the four contest programs are now open on creative-stories.com.ua.

Regular Deadline – April 1, 2025
Winners will be announced on May 28-30 during Ukrainian Creative Stories 2025.

Join the movement of advertising artistry – submit your work now!