new bickerstaff logo

We instead of me

FOR WHOM?

“Galychyna” Ukrainian dairy products brand

WHAT WAS THE TASK?

To create communication that will be relevant during wartime and for some time after.

AND WHAT WE'VE DONE?

Since February 24, 2022, Ukrainians have united, forming a powerful "Us" instead of individual "Me's". Inspired by this newly created Ukrainian unity, the Galychyna dairy products brand decided to turn its products into a symbol of it. Thus, Galychyna became Zaporizhzhia, Donbas, Crimea, and all other regions of the country. In this way, the brand declared its love not only for the Galychyna region where it originated but also for the other thirteen historical regions of Ukraine. With this campaign, every Ukrainian could find a piece of themselves in this great and united Ukraine on supermarket shelves.

RESULTS

The campaign received over 20 million digital media impressions in just the first month. Ukrainians dedicated songs and poems to milk, created memes, recorded duets on TikTok, and took selfies with bottles of milk, kefir, or yogurt.

BICKERSTAFF.475

Founder and creative director: Illia Anufrienko

Creative group head: Marina Chernyavskaya

Strategist: Masha Kochurenko

Graphic designer: Andrew Getmanchuk

Art director: Polina Blyzniuk

Junior art director: Agatha Egoshina

Digital designer: Olexii Boiev

Senior account manager: Yana Brusentseva

PR manager: Valentyna Polovynka

Сomposer, arranger: Emil Asadov

Сomposer, sopilka: Oleksandr Guzeev

GALYCHYNA

Brand manager: Olena Poliakova

Marketing director: Oksana Andrushkiv

MOKO

Strategist: Artem Shevchuk

Creative director: Olha Livik

Media-strategist: Yaroslav Cheshko

Head of Influence Marketing Department: Kateryna Matsiievska

Client Service Director: Tetiana Malshakova

Creative copywriter: Anastasiia Dobrova

Designer: Dmytro Panchenko

Moderator: Kateryna Dehtiarenko

Project manager: Bohdana Dmytriv