Concept
Campagne
Design
Protect
Youkraine
Background
As the war in Ukraine continues, it becomes increasingly easy to distance ourselves. Especially for younger generations, the conflict feels far away from something that happens to others, in another place. But that’s a dangerous illusion. The truth is: the difference between ‘us’ and ‘them’ is smaller than we think, only a border, only a few hours away.
Solution
To reignite urgency, we developed a campaign that erases the imaginary line between ‘here’ and ‘there’. By literally adding you to Ukraine, we show that this war isn’t just about them it’s about all of us. Using powerful mirrored visuals and a confronting shift in perspective, the campaign makes one thing unmistakably clear: their freedom is our freedom. Their fight is our fight.
Protect Youkraine. Protect freedom.
