The main mission of the project is to capture and spread that Ukraine = Bravery. Specifically, the campaign aims to help Ukrainians “not lose the courage of the first weeks of the war.” As Banda notes, the goal of the international campaign is to share courage with the world and create an image of the country where brave people, brave businesses, and brave ideas live.

“It was important for us to find a message that would be most powerful, both now and in the future. What will resonate better? There is no doubt that it is Ukrainian bravery. We would not have freedom and our country without it. And today, Ukrainian courage is unprecedented—the courage of the military, the courage of people, the courage of our cities. No country in the world is ready to fight with Russia. But Ukraine is fighting, and it is doing this successfully. Now the whole world is fascinated by Ukrainian bravery. It is our DNA. Now everyone knows that bravery is to be Ukraine,” commented Pavel Vrzheshch, founder of the Banda agency.

You can see Ukrainian courage all over the world. At the time of writing, billboards with pictures of Ukrainians are already in Poland, Germany, Italy, Austria, the Netherlands, Great Britain, Canada, Spain, Denmark, Lithuania, Latvia, Estonia, Romania, Bulgaria, Sweden, Switzerland, the United States, and Norway.

Let the whole world know what Ukrainian bravery is — share the website and download the materials.

About the award

Effie Awards recognizes the most effective advertising campaigns worldwide. The jury awards the main agencies in the field of marketing and advertising communications. Effie Award competitions have been held since 1968 in 50 countries.

There is also the Global Effie Index, the annual worldwide ranking of marketing effectiveness for agencies, advertisers, and brands, which is based on the results of the competitions.

Winners in other categories

• The most effective marketer is Unilever (Netherlands).
• The most effective brand is Coca-Cola (USA).
• The most effective agency holding group is WPP (Great Britain).
• The most effective network agency is McCann Worldgroup (USA).

“The most important thing that a brand should do in the world of its communications is to be sincere. We have entered the era of openness. No more b2c or b2b, now it’s h2h: Human to Human,” Yaroslav Serdyuk, co-founder of banda.

Among the winning projects are:

• Advertising for the goodwine loyalty program (Brand Design and Identity, Best of the best);
• Promotion of Brave! Factory Festival (Brand Design and Identity and Film and Animation, Best of the best);
• Rebranding of the National Art Museum of Ukraine (Coprorate Design and Identity);
• Advertising campaign for OLX (Film and Animation);
• Project with hiitworks (Corporate Design and Identity).

Last year, banda won seven Red Dot Awards and was recognized as the agency of the year.

Young Lions is an award for creatives under 30. The award is given in a few categories: design, digital, print, media, PR. Ilya Anufriienko and Kateryna Anufriienko received the award in “Print” category.

Their project is based on the brief by UNICEF and WWF. The task was to encourage parents to give children “adopted animals” for Christmas. Here’s what the creatives came up with:

My feelings? I cannot believe it because no one from Ukraine has ever received the Young Lions award. When they named the bronze, we thought that we lost. But then they gave us silver, and it was unexpected.

Ilya Anufriienko