BRANDEFENCE UA

Artem Gusev – creative director Sergey Artemenko – senior copywriter Sergey Matvienko – CG artist Evheny Krivchenko – 3D modeling

Many big brands known worldwide decided to support Ukraine during the war with Russia. They did so despite the great financial losses, because only real economic pressure can stop the aggressor. Brands defend Ukraine. We want to thank our friends and partners. That's why we created new symbols of Ukraine's defense – branded anti-tank hedgehogs. By using alternative versions of the brand slogans we redirect the force of their marketing against russian aggression. Nike - just stop it, McDonald's - I’m breaking it, IKEA - the peaceful everyday, Intel - stay outside, Adidas - it's impossible, Apple - act different. The idea is flexible for any brand that stands for Ukraine. These brands could express their support, take part in the defense of our cities and raise their global image. Second step of the campaign could be the creation of real branded anti-tank hedgehogs with relevant messages and placing them near the POS and offices of these brands in the world - McDonald's at the railway station in Kyiv, or IKEA headquarter in the Netherlands. After the victory of Ukraine, all the "branded hedgehogs" could be gathered into a single art installation to show how global brands stand for Ukraine in our fight for peace and democracy.