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.

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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.