Ukrainian Sublife 

Entrant name: Leo Burnett Ukraine 

Advertiser: Red Cross Ukraine 

Award — Contest — Category:

• Bronze — Peace — Film
• Bronze — Peace — Out Of Home Advertising
• Bronze — Peace — Social Media & Influence
• Shortlist — Peace — PR Campaigns
• Shortlist — Peace — Digital & Mobile Advertising

More than a year already into the full scale war. russia’s missiles constantly fall on Ukrainian civilian districts. Under daily screams of sirens people flee their homes seeking shelter in subways. Backyards, bedrooms, cafes, schools… As the subway replaces dozens of public and private spaces, life turns into sublife. We wanted to show the atmosphere of Ukrainian subways in other subways around the world. So that people taking a subway home could feel what it’s like when the subway becomes home. We used live-footages made in February 2022, depicting the Kyiv subway. Welcoming people to Ukrainian subways, subkitchens, subschools, subbedrooms and other subspaces.

Results: inspired by the idea, many media agencies from around the world joined the initiative, providing placements for free. Millions of metro users were reached. Campaign is still on air, gathering donations for people of Ukraine through the Red Cross.