Piano of Change

Kosta Schneider — Chief Creative Director, Publicis Groupe Ukraine & Czech Republic  Ruslan Palamarchuk — Creative Director, Publicis Ukraine Bohdan Strilchyk — Art Director, Publicis Ukraine Anna Doroshenko — Art Director, Publicis Ukraine Hanna Bazylenko — Copywriter, Publicis Ukraine Denys Urusov — Copywriter, Publicis Ukraine Diana Lapina — Designer, Publicis Ukraine Dmytro Grushevsky — New Business Director, Publicis Groupe Ukraine Olena Sukhanova — Managing Director, Publicis Ukraine & MSL Ukraine Daria Liashenko — Creative & Strategy Lead, MSL Ukraine Yelyzaveta Blok — Junior PR Manager, MSL Ukraine Ilka La Quiante — Team Lead, Digitas Pixelpark Luca Neumann — Project Manager, Digitas Pixelpark Julia Ebell — Executive Client Partner, MSLGROUP Germany Heiko Geibig — Director, MSLGROUP Germany

Background Germany has the largest representation in the European Parliament, but many parliamentarians are still hesitant about Ukraine's place in the European family. We needed their voices to restart the process of negotiations on Ukraine's membership in the EU, and to gain support at the most difficult time for our country. It was important to demonstrate to German parliamentarians and citizens that Ukraine has been struggling hard for more than 10 years just to prove its commitment to European values - culture, democracy, equality, rule of law. Idea "Ukraine" is a piano brand that unexpectedly became a cultural symbol of the "Revolution of Dignity" in 2013, when Ukrainians protested former President Viktor Yanukovych's decision to refuse to sign an association agreement with the EU. 10 years after, we brought UKRAINE to the Brandenburg Gate, where the Berlin Wall once fell... Results The event was attended by many German politicians and the information about it was picked up by all major media in Germany. We had a reach of more than 33 million (about 40% of the population), and achieved 486M impressions.  On December 14, 2023, the Council of the European Union finally decided to start negotiations on Ukraine's accession to the European Union.