Yogurt ad featuring an ancient singing technique

Bickerstaff.284, in collaboration with Electric Sheep Film studio, produced videos for Carpathian Yogurt by TM «Galychyna», incorporating the unique ancient Ukrainian tradition of communication known as «egokannya».  

Ukraine has an authentic cultural heritage element that our ancestors used for communication. This call-and-response technique is called «egokannya». Today, the need for such a communication method has faded, but the beauty of the tradition lives on, making it truly unique. It is this ancient method of communication that became the foundation of the brand’s new advertising campaign.  

The central figures of the campaign are Vasyl and Paraska Romanyuk, carriers of this traditional Carpathian calling technique. Together with «Galychyna», they created a video glossary explaining the meanings behind these mystical mountain songs.