| Titolo | We instead of us |
| Brief | After February 24, not only Ukraine changed, but also our attitude towards ourselves.All of the Ukrainians became one powerful Us instead of a single me. |
| Agenzia | Bickerstaff.000 |
| Campagna | We instead of us |
| Cliente | Galychyna |
| Marca | Galychyna |
| Data di Prima Diffusione/Publicazione | 2022 / 7 |
| Settore | Alimentari |
| Trama | After February 24, not only Ukraine changed, but also our attitude towards ourselves. All of the Ukrainians became one powerful Us instead of a single me. "Galychyna" – a famous Ukrainian dairy brand whose name means a historical and geographical region of Ukraine, got inspired by the nation's unity and decided to become its symbol. "Galychyna" confessed its love for all 14 historical regions of Ukraine by giving the brand 14 different names. In support of the campaign, we created a commercial with the most important message in the world: "We instead of me". We received more than 20 million digital media impressions only in the campaign's first month. People were searching for special bottles of their native "Donbas", "Slobozhanshchyna" or "Crimea", dedicated songs and poems to milk, made memes, recorded duets on Tik Tok, and took selfies with milk, kefir, or yogurt bottles. |
| Tipo di Media | Interattivo |
| Lunghezza | |
| Creative Director | Ilia 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 Accaunt Manager | Yana Brusentseva |
| PR manager | Viktoriia Ivanishina |