PRIME Group awarded the Christmas Not War project at KIAF 2023

June 01, 2023

PRIME Group outdoor advertising operator presented a special prize "For Courage" at the Kyiv International Advertising Festival 2023. The award went to the Christmas Not War project by the ANGRY creative agency for the "Concrete by Kovalska" company.

The campaign was selected among the works that were submitted in the OUT OF HOME ADVERTISING category in all 13 contests of KIAF. Christmas installations made of concrete blocks from former roadblocks PRIME Group called the boldest project of KIAF 2023 in Out Of Home media.

About Christmas Not War: on Feb 24, 2022, Russia launched a full-scale war against Ukraine. Since that time, it has been doing everything possible to take away freedom and joy from Ukrainian adults and children. The largest manufacturer "Concrete by Kovalska" provided 11,000 concrete blocks to protect Ukrainian cities from enemy tanks. When Kyiv region was liberated, these barriers were removed from the roads to the sidewalks. They turned them into holiday characters to bring the Christmas mood back to Ukrainian children. Each of the characters they created stood on the central streets of the capital, Kyiv. Each of them had its own name and story, which helped to overcome childhood traumas received during the war – fears of darkness, explosions, forced displacement.

"We chose the project "Christmas not war" because it is a powerful, creative and daring work to transform our everyday life. In it, the "sources" of protection turn into sources of positive emotions. This is the victory of optimism over the anxieties of war. I congratulate the ANGRY agency and "Concrete by Kovalska" on the successful "reframing" of reality," — Lyudmyla Korotkova, Marketing Director of PRIME Group.

Lyudmyla Korotkova presented the award to the co-founders of the ANGRY agency, Inna Polshyna and Serhii Malyk, together with the Chief Marketing Officer of "Concrete by Kovalska Volodymyr Sobolev, symbolically near the concrete blocks.

We remind you that the ANGRY agency has already received a PRIME Group special award for the second time. In 2021, the Out Of Home media campaign for the patrol police of Ukraine " Places for lovers of fines" was awarded the prize for bold decisions.

The "For Courage" prize was founded by PRIME Group in 2017. The criterion for the selection of the winner is the non-standard and originality of the idea, the implementation of which involves the use of any media from the arsenal of Out of Home media.

In past years, the award was given to:

  • BBDO Ukraine for the Lexus campaign "Admit, you want a Lexus" (2017)
  • LOGA BIGA for the campaign of "Nova Borova" housing complex "Live outside the borders of everyday life" (2018)
  • Kinograf for the Beer Point pub campaign "We pour every glass in the Belgian way" (2019)
  • Postmen for the campaign of the project "Art wants to make acquaintance" (2020)
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