IAMIDEA AGENCY – THE KIND FUEL
Client: WOG (West Oil Group)
Award:
SILVER – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / PEACE – DIRECT CAMPAIGNS
BRONZE – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / PEACE – PR CAMPAIGNS
BRONZE – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / PARTNERSHIP FOR THE GOALS – ACTIVATION CAMPAIGNS
BRONZE – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / LOCAL SOLUTIONS – INTEGRATED CAMPAIGNS
BRONZE – Kyiv International Advertising Festival – SOCIAL GOALS CONTESTS / LOCAL SOLUTIONS – ACTIVATION CAMPAIGNS
Creative Team
Creative Director – Igor Finashkin
Associate creative director – Irene Ilchanka
Art Director – Tonya Kondakova
Copywriter – Dmytro Horbenko
Motion designer – Anastasiia Korzhenko
Creative idea
International organizations prove multiple cases of sexual violence committed by Russian soldiers against civilians during the war in Ukraine. Only a small part of survivors witnessed – most of them are still keeping their silence because of deep trauma and fear of being rejected by others. But we need to speak out to start the healing.
So we found a nontraumatic and clear language to all Ukrainians – the language of the rushnyk*, which is an important part of the national tradition. We created 5 stories about women who suffered from a sexual violence during the war but found the courage to ask for help, making their first steps on the way to recovery. And translated the words into ornaments to embroider it on 5 Ukrainian rushnyks. To support those who’re still silent, and to help ourselves overcome the pain through the power of art.
RESULTS IN 8 WEEKS:
Total reach: 6 mln contacts
Media coverage: 3 mln
Website: 30K users from 75 countries
