Sorrowland 2022

Entrant name: Publicis Ukraine

Advertiser: Ukraine.ua

Award — Contest — Category:   

• Bronze — Peace — Print & Publishing
• Bronze — Peace — Social Media & Influence
• Shortlist — Peace — Out Of Home Advertising
• Shortlist — Peace — Design

Background.

End of Spring 2022. Ukraine has been at war for more than 3 months.

There is less and less mention of it in traditional media abroad. The headlines are not provoking actions to support our country and real help decrease.

The lack of such support is critical for Ukraine. We needed to make the problem much more visible.

Idea.

Ukraine.ua is the official media of Ukraine established by the Ministry of Foreign Affairs of Ukraine. With the beginning of music festivals season in Europe and North America, Ukraine.ua turned traditional posters and music festivals announcements into their own media “channel” to catch and address the young and progressive audience to threats and consequences of the war in Ukraine once again.

All the visuals look like traditional music posters and announcements in different styles. As soon as lots of bands have «scary» names, we used this fact to show the real situation and consequences of the war in Ukraine in our «line-up», being absolutely relevant to the audience and placement.