KyivPride - "Motherland Pride" by ANDY Awards 2022
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KyivPride - "Motherland Pride"
This ad is part of the ACT Responsible Collection
- Brand: KyivPride
- Country: Ukraine
- Advertiser: Kyiv Pride
| Title | Motherland Pride |
| Agency | Saatchi & Saatchi Ukraine |
| Campaign | Motherland Pride |
| Advertiser | Kyiv Pride |
| Brand | KyivPride |
| Date of First Broadcast/Publication | 2020 / 6 |
| Business Sector | Institutional/Public Interest/Non-Profit Org. |
| Story | We hacked the tallest European statue, the iconic Motherland Monument, with the help of drones by attaching a huge rainbow flag to its sword in real-time. The statue’s symbolism was transformed – from the protection of Soviet values to human rights protection and raising awareness on gender equality. |
| Media Type | Case Study |
| Length | |
| AI Description | This ad by KyivPride, created by Saatchi & Saatchi Ukraine, transforms the Motherland Monument in Kyiv into a powerful symbol of equality. In a bold act, a drone attaches a giant rainbow flag to the statue’s sword, visibly altering its symbolism from Soviet heritage to embracing LGBTQ+ rights. The footage intersperses scenes of the monument with reactions from diverse public figures, including members of the parliament and stand-up comedians. Media coverage of the event spreads rapidly, both locally and globally, highlighting the social and cultural impact of the stunt. The ad conveys a strong message of visibility, change, and empowerment for the LGBTQ+ community in Ukraine, especially during a year when traditional Pride events were canceled. By creatively using the monument, the campaign significantly enhances awareness and sparks a nationwide discussion on human rights. |
| Entrant Company | Saatchi & Saatchi Ukraine |
| Chief Creative Officer of CEE Publicis Groupe | Jorg Riommi |
| Chief Creative Director of Publicis Ukraine | Kosta Shneider |
| Creative Director | Sergiy Biloshytskiy |
| Motion Designer | Kostya Baranovskiy |
| Managing Director | Tetiana Slivko |
| Client Service Director | Olena Orlovska |
| Dronarium CEO | Ruslan Bieliaiev |
| Dronarium CTO | Victor Prokopchuk |
| KyivPride | Oksana Solonska |
| KyivPride | Ruslana Panukhnyk |
| KyivPride | Sofiia Lapina |
| KyivPride | Maksym Potapovych |
| KyivPride | Eugene Bilotskiy |
