Task

Socio-patriotic campaign dedicated to mobilization, designed to attract volunteers to the Armed Forces

Solution

Involvement of real heroes of hostilities – “cyborgs”, as an example of true courage and patriotism.

The project used the work of Los Angeles Times photographer Serhiy Loyko, made at the sites of hostilities. The slogan of the mobilization campaign “Dignity, Will and Victory” was created, as well as a call to action: “Mobilize – protect the most expensive”. A series of posters for outdoor advertising was created with six different characters – “cyborgs”, their call signs and data. Billboards and city lights were placed throughout Ukraine.

Result

• More than 5,300 volunteers expressed a desire to serve in the Armed Forces for three weeks after the launch of the advertising campaign.