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2nd Place – YMC 2020 Ukraine

The first ever Young Lions Marketers Competitions Ukraine 2020.

This work is aimed to raise awareness about social intolerance and human inequality in Ukraine.

Young Lions Marketers Competition is a registered trademark and a competition format of the Cannes Lions International Festival of Creativity. All international inquiries should be directed to the Cannes Lions office - https://www.canneslions.com/about/contact-us. For inquiries in Ukraine, please contact the Cannes Lions Representative office – lions@creativity.ua

More details - https://creativity.in.ua/ymc

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2nd Place – YMC 2020 Ukraine

  1. 1. Katerina Konsevich Liliia Bondarenko
  2. 2. Current social situation in Ukraine 4 out of 10 points – low level of Ukrainian active citizenship* *Ukraine Social Cohesion and Reconciliation Index **Based on a survey conducted by the Razumkov Center in 2017 6 out of 10 points – low level of Ukrainian social responsibility* 2/3 of Ukrainians are not tolerant **
  3. 3. Possibility: Want to change the world? Start with yourself... Mahatma Gandhi 1 Engage Ukrainians to take part in civic activities 2 Increase social tolerance level in Ukrainian society 3 Inspire Ukrainians to make small steps – each of them can positively change things in the country
  4. 4. Ukrainian intolerance: lack of respect, trust, acceptance of each other - generates hostility and a split in society. Opportunity: teach people to be tolerant to each other through empathy and help to achieve a higher goal - the nation unification. We are so different, but equal, and this is our strength. I don’t like the attitude towards social minorities in Ukraine, but I don’t believe that I (an ordinary person), can change something, given the fact that Ukrainians disrespect and distrust each other… INSIGHT
  5. 5. WE RESONATE WITH YOUNG GENERATION VALUES WE TAKE CARE OF UKRAINIANS GUT HEALTH FROM THE INSIDE AT ACTIVIA WE BELIEVE THAT THERE IS NOTHING MORE IMPORTANT THAN A HEALTHY BODY AND A HEALTHY MIND, SO THAT: WE TAKE CARE OF UKRAINIANS GOODNESS VIA HELPING COPE WITH SOCIAL AND PERSONAL PROBLEMS №1 YOGURT BRAND IN UKRAINE CURRENT COMMUNICATION PLATFORM: ACTIVIA HELPS YOU FEEL GOOD FROM INSIDE OUT
  6. 6. In cooperation with UCBI II and the All-Ukrainian Youth Center Activia launches a human rights initiative Objectives: Build awareness about Activia human rights initiative. Engage Ukrainians take part in it in order to increase tolerance level by small steps of everyone Strategy: Create a human rights initiative which makes people be heard and hear through being in someone else’s hide Target Audience: Activia young generation consumers who want to change something in the country, but don’t believe ordinary people can do it. (Cluster definitions: Tolerant reformers, Disconnected) Tone of voice: Emotional, Inspirational
  7. 7. #Equal Inside #Equal Inside #Equal Inside #Equal Inside #Equal Inside I am non-standard because of my eyes I am black and I am Ukrainian I like to stand out, but others don’t understand me I am just old but treated as disabled I am a miner from Donbass and I am discriminated The idea: WE ARE SO DIFFERENT BUT EQUAL INSIDE
  8. 8. #Equal Inside The idea: WE ARE SO DIFFERENT BUT EQUAL INSIDE Activia launches limited edition of different color & shape of bottle with same yogurt inside to support human equality: we are different but equal inside in our rights & humanity. On each bottle there will be a personal story of ordinary Ukrainian how he/she stood for his/her rights. This will make you feel how it is to be in someone else’s hide. Share with us your own story how you stood for your rights and it can be published on the next batch of bottles. Every story counts, every small step matters.
  9. 9. Idea activation: ALIVE STORIES FROM ACTIVIA COLLECT 5 BOTTLES & GET EXHIBITION TICKETS And read the life story of different minority representatives printed on the bottle back Thanks to Activia mobile app, you can hear the life story of different minority representatives printed on the bottle: imagine how a person appears in augmented reality (AR) in front of you and tells own story On exhibition everyone can apply the image/ be in someone else’s hide. For example, to feel yourself as a miner, you will be put to a mine prototype with same temperature & air conditions #Equal Inside #Equal Inside BUY ACTIVIA LIMITED EDITION SHARE YOUR STORY Share with us your story on @Activia.ua and it can be published on the next batch of bottles. Every story counts, every small step matters
  10. 10. Deliverables BUDGETASSETS MEDIA • Different color & shape of bottles • Printing stories on the bottles • AR application to alive stories • Digital campaign • Social networks activation • Offline exhibition 1. 100K $ if exhibition provided by local authorities 2. 200K $ if exhibition executed by brand

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