The Family Brick  

Entrant name: IAMIDEA Agency

Advertiser: Eldorado.ua

Award — Contest — Category:                   

• Bronze — Peace — Direct Campaigns
• Bronze — Peace — Activation Campaigns

Since the beginning of full scale russian invasion more than 143 thousand residential civilian buildings in Ukraine have been destroyed. 

In October 2022 eldorado.ua, one of the biggest retailers of technics and electronics in Ukraine stopped selling electronics for a while and started selling bricks. Like literally!

The brand replaced laptops, smartphones and other top-selling gadgets with bricks, “Family bricks”. 

Artificial bricks existed as a 75-cent donation item and could be bought at offline and online stores.  

All money from that campaign was sent to the fund where it was turned into real bricks to build new homes for families who have lost theirs.

The «Family brick» campaign started October 2022 and lasted until April 2023. 

For this time the Family Brick campaign got more than 450 000 reach in mass media and 14700000 of total reach. 

Ukrainians bought more than 40,000 «Family bricks» and built the first house for our first family in January 2023.   

The main challenge of this campaign was to create a catchy and easy to understand message with simple mechanics. We had to create an idea that helps to stand out among hundreds of donation requests and messages and inspires people to donate money and rebuild houses for Ukrainian families.