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Saatchi & Saatchi Ukraine – Motherland Pride
Client: KyivPride
Awards:
GOLD – Kyiv International Advertising Festival – POSITIVE CHANGE – NON-PROFIT – PR CAMPAIGNS
GOLD – Kyiv International Advertising Festival – POSITIVE CHANGE – NON-PROFIT – LOCAL SOLUTION
SILVER – Kyiv International Advertising Festival – POSITIVE CHANGE – NON-PROFIT – DIRECT CAMPAIGNS
SILVER – Kyiv International Advertising Festival – POSITIVE CHANGE – NON-PROFIT – ACTIVATION CAMPAIGNS
Creative Team
Jorg Riommi
Chief Creative Officer Central & Eastern Europe
Publicis Groupe
Kosta Schneider
Chief Creative Director
Saatchi & Saatchi Ukraine
Sergey Beloshitsky
Creative Director
Saatchi & Saatchi Ukraine
Tatiana Slivko
Managing Director
Saatchi & Saatchi Ukraine
Olena Orlovska
Client Service Director
Saatchi & Saatchi Ukraine
Kostiantyn Baranovskiy
Motion Designer
Saatchi & Saatchi Ukraine
Ruslan Bieliaiev
Producer
Dronarium
Victor Prokopckuk
CTO
Dronarium
Ruslana Panukhnyk
Director
KyivPride
Oksana Solonska
Media & Communications Officer
KyivPride
Maksym Potapovych
Social Media Manager
KyivPride
Sofiia Lapina
PR Manager
KyivPride
Eugene Bilotskiy
Project Assistant
KyivPride
Creative idea
Idea
We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones by attaching a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness of gender equality.
Execution
We would never get permission to hang a flag on the Motherland Monument because of political reasons. The dimensions of the sword and flag are such that it is physically impossible to do this without damaging the monument. Therefore, we used a technological solution.
We had only one chance to do this until the police would stop us, which is why we needed careful preparation.
We calculated and produced a flag of the required size and weight.
We monitored the movement of the clouds in real-time using air radar. Even light rain and increased humidity could make the flag too heavy and the drone would lose control.
It was necessary to monitor the strength and direction of the wind in order to adjust the position of the drone with the flag so that the flag was “fixed” near the sword.
The second drone introduced a live stream of the event.