
Product that was never supposed to exist – Minefield Honey
Awards:
Gold / Direct to Consumer
Gold / Positive Change – Environmental: Brands
Silver / Agricultural, Industrial
Silver / Positive Change – Social Good: PEACE
Agency Name: Saatchi&Saatchi Ukraine
Client Company Name: Kernel, MFA
Contributing companies:
Starcom Ukraine
Publicis Groupe Content
Publicis Groupe Data Science
Performics Ukraine
The war in Ukraine, from the perspective of the agricultural sector, presents an unprecedented crisis: hundreds of thousands of hectares of mined fields remain unfit for planting due to the ongoing actions of the aggressor country, which continues to mine and destroy. However, despite these challenges, Ukrainian farmers are uniting to sustain production. They have successfully planted some areas that are inaccessible to machinery with honey-bearing herbs using drones, and they have also set up beehives as warning signs about the mine danger. This unconventional approach not only helps communicate the issue of mined lands but also attracts international partners and donors to the demining efforts, highlighting the importance of collective action in addressing the consequences of war.

