Innholdsfortegnelse for April 25, 2022 i Adweek

For the first time in 43 years of publication, Adweek has handed off full control of an entire issue. This issue was produced by more than 20 Ukrainian editors, writers, illustrators and creatives. In addition to covering the costs of printing and talent fees, advertisements in this issue generated approximately $75,000 that will be donated to nonprofits Nova Ukraine and the Ukrainian American Coordinating Council. ABOUT THE COVER This issue’s cover was illustrated by Volodymyr Manzhos, better known as Waone Interesni Kazki, an acclaimed Ukrainian artist and muralist who creates surreal and metaphorical visual stories by fusing the aesthetics of old masters with a bold, modern voice. This is Waone’s first magazine cover. To learn more about this issue and how to support Ukraine, scan this code:…

Aug. 24, 1991. The Supreme Soviet of the Ukrainian Soviet Socialist Republic declared the independence of Ukraine. After the soviet dictatorship, Ukraine—an Eastern European country—renewed its independence. It kept going its own way, and its creative market started to form as well. Over the next decade, Ukrainians mastered the new profession. The first copywriters were ex-journalists, teachers and engineers, and the first clients were foreign companies. The Advertising Law was adopted in 1996, and the Ukrainian Advertising Coalition was created the following year. Global ad networks opened their offices, and expats became the first creative directors, bringing the Western vision. What happened in late 2013 and early 2014 was a wake-up call for authentic Ukrainian creativity. Hundreds of thousands of Ukrainians—holding first banners, then Molotov cocktails—headed to Maidan Nezalezhnosti in…

* The Wild Fields (Dyke Pole in Ukrainian) is the historical name for the territory of the southern Ukrainian steppe, where the Cossacks originated. Currently, people use it to refer to the environment of free, brave people. Ukrainian creatives joke that the author of the legendary phrase “russian warship, go f*ck yourself” should win a golden award at an ad festival. Being coined by Roman Hrybov, the Ukrainian state border guard of Zmiinyi Island, on the first day of the russian full-scale invasion, it became the main slogan of the Ukrainian resistance and appeared on hundreds of posters and billboards. Most of the artworks created in the first weeks of the war were reactions to actual events. The reality produced plots that were hard to make up: a tractor towing…

Education is essential for the post-war recovery of industries—the creative ones among them. The more knowledge we accumulate, the more flexible and visionary we become. All this helps go on. Below are five major directions the Ukrainian creative market will most likely follow post-war—they are just in the air. And I’d like to share my vision on what skills and knowledge will help our creators fit this new environment better. Creative education in Ukraine has always been independent and non-academic—and this always helped it adapt and react faster and smarter. Now we need it more than ever. 1. The creatives will become flexible generalists After the war, companies will be saving their budgets. The money they invested in creativity will be spent on operational needs, production, salaries and taxes. As…

The past two months have thrust me into a wild storm of emotions and thoughts. I swung from feeling completely lost in the first hours of russia’s (yes, in lowercase only) all-out war to becoming enraged when my hometown got its first missile strike. From feeling helpless in the sieged city to growing hopeful when a family, who I barely knew, offered me and my wheelchair some space in their car to escape. From staring into the abyss while under air attacks to peeking into the future once I reached a safer place. This war has rewired us. Along with physical and emotional wounds to heal, we will experience even more profound inner transformation. It will take years, if not decades. Our world has shattered into pieces, but we want…

After Feb. 24, life is never gonna be the same for any Ukrainian. The brutal and unprovoked russian invasion has changed the lives of the 40-million nation overnight. These are three stories of how the Ukrainian creative community adapted to the new wartime reality: ONE SPARE SEAT IS ONE LIFE SAVED Andrii Mishchenko overslept the start of the war. An independent creative strategist, he had flown back to Ukraine mere hours before russia reignited the 8-year war on Feb. 24. Mishchenko and his wife were on vacation in Barcelona but decided to go back to Kyiv on Feb. 23 despite the looming threat of war. They were tired after a day of traveling, coming back home from the airport late. Then the full-scale war started. “Wake up, russia has invaded…

The coronavirus pandemic taught us to survive in the unstable world: to be flexible, learn to work remotely and replenish the reserve fund to cover a potential shortage of projects. Still, the full-scale war in Ukraine unlocked a whole new level of uncertainty—and destruction. To Ukrainians, who lived in a world of scientific advancements, ambitious tech endeavors and a digital state in one’s smartphone, the barbaric cross-country war seemed hardly possible. Our clients, including those cooperating with Ukrainian statesmen or running their businesses in the east of the country, were all sure that no one would attack us like that. So when I woke up to the sound of the explosions, I thought I had a bad dream. The first reaction was to grab my bug-out bag, packed rather for…

For centuries, Ukrainian culture existed not due to historical context but despite it. Oppression by neighboring states led to its fight for survival. Luckily, Ukraine was able to keep its uniqueness. Ukrainians have a tradition of experimenting boldly, ironizing themselves and the world while keeping to our values. We invite you to explore our contemporary culture, as it explains what Ukrainians are—in creativity generally and advertising in particular. REINVENTING THE HERITAGE Ukrainian contemporary culture is not just contemporary. We know how to take something old and make it relevant. You might have heard of ONUKA—a music band with futuristic costumes and electronic rhythm, but also folk motifs and instruments. “The whole rapid progress of technology is a swirl in which you could feel firm only if you have roots,” says…

Based in Kyiv, Banda is one of Ukraine’s most awarded creative agencies. With an extensive portfolio of clients including international brands like Uber, Spotify and Puma, the agency has won accolades including Cannes Lions and Red Dot design awards. In 2020, the Effie Awards named it the world’s most effective independent agency. Banda creative director Oleksandra Doroguntsova shares her experience of leaving Ukraine due to the war and how her agency has continued to work together on projects raising Ukraine’s international profile: Where were you when the full-scale war started? I woke up at 6 a.m. when someone called my boyfriend, saying that the war had begun and we’d better leave the city. Looking out the window from our 19th floor, we saw endless traffic stretching to the horizon. So…

For a number of leading Ukrainian producers and filmmakers, global names like Dior, Diesel, and Mercedes, Miley Cyrus and Foals have become “loyal clients” in recent years. Let’s go deep to discover what was the reason for international brands to opt for Ukrainian production power—and why your next video project will benefit from hiring Ukrainian teams: “We’re in Las Vegas for the Grammys tonight. Tanu is nominated for the Best Music Video for Lil Nas X’s ‘Montero.’ We have a Ukrainian flag with us and hope to get on the stage. This is a crazy opportunity to make a stand for Ukraine and show who we are. I want to go home desperately, but I realize we need to get Ukraine advertised here,” says Kyiv cinematographer Nikita Kuzmenko. He accompanies…

Waone Interesni Kazki Beginning as a graffiti artist in 1999, Waone today is one of Kyiv’s most celebrated muralists. His public art, inspired by antique book illustrations and engravings, can be found in Australia, Mexico and San Francisco. Instagram: @waone_interesnikazki Liza Shumska Liza is a Ukrainian illustrator and poster artist inspired by pop culture, which reflects her passion for movies, music and comics. She works with multiple styles and techniques that give her artistic freedom. Instagram @kino_maniak Maria Oz Maria is an illustrator and animation director who has worked with IKEA, NIVEA, Mitsubishi and other global brands. In addition to creating animation, she aspires to direct movies. Instagram: @dukhovnoe_litso Maria Shapranova Maria is an artist who makes analog collages and digital designs. She has participated in exhibitions in Ukrainian galleries…