Saatchi & Saatchi Ukraine – Motherland Pride
Client: KyivPride
Award:
GOLD – Kyiv International Advertising Festival – POSITIVE CHANGE – NON-PROFIT – OUT OF HOME ADVERTISING

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

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.