The advertising campaign of the social project Eldorado.ua “The Family Brick” won two bronzes at KIAF 2023

30/ 05/ 2023

Listen to online Stop     The advertising campaign of the social project eldorado.ua The Family Brick won 2 bronze  awards (direct campaigns, activation campaigns) and twice entered the shortlists (integrated campaigns, pr campaigns) at the Kyiv International Advertising Festival 2023. The idea and concept of the project, a communication campaign were created together with the creative agency I am Idea. The Family Brick started in October 2022 and continues today. The creative team found a solution that in a simple but non-standard way makes it possible to help families who have lost their homes due to the war. The result - everyone could become a benefactor - for this, it is enough to buy a The Family Brick for a symbolic 23 UAH in a household appliances and electronics store. Due to the full-scale invasion of Ukraine, more than 150 thousand residential buildings have been destroyed, and hundreds of thousands of people are deprived of shelter and need improvement. According to experts, the reconstruction of the country and in particular the housing destroyed by the war will last more than ten years, but families need improvement here and now. Programs launched by the state, and many charitable and humanitarian projects are aimed at helping. Already, every contribution, every brick in this great common cause matters. In addition to the huge need for housing for Ukrainian families affected by the war, the creative team had to take into account the fact that the information space from the beginning of the invasion was filled with requests for help. Therefore, it becomes more difficult for many Ukrainians to donate, so it was necessary to create an interesting idea and simple mechanics - how to raise funds for assistance. Work on the project began in September 2022, and at the end of October (the 23rd anniversary of the founding of the company Eldorado.ua) it started. In a little more than 2 months, the first family in the Chernihiv region was given the keys to modular housing, half of the cost of which was paid Eldorado.ua. Now mom and 2 small children have the opportunity to comfortably settle while their dad defends the country in the ranks of the Defense Forces. The next family, which will soon receive temporary housing, will be a large family in the Chernihiv region. Customers Eldorado.ua - buyers of equipment are mostly family people who care about the comfort of their own and their families, and are ready to help others. It was on them that the campaign was designed. In the communication mix, the most effective for wartime communication channels were used: offline stores are equipped with bricks, video on the plasma of stores and shopping centers, outdoor advertising, posters in the residential complex, online: a permanent banner on the site, push reminders in a mobile application, email mailings, TV stories, news in the media, videos for social networks and telegram channels. Total audience coverage: almost 17 million and about 450 thousand - coverage in the media. The project is successful and continues. Team: Creative Director  – Igor Finashkin Art Director  – Vitalii Klymenko Senior Copywriter  – Ihor Havrush Motion Designer  – Anastasiia Korzhenko Head od Design  – Daria Shablienko Account Director  – Julia Marfich

The advertising campaign of the social project eldorado.ua “The Family Brick” won 2 bronze  awards (direct campaigns, activation campaigns) and twice entered the shortlists (integrated campaigns, pr campaigns) at the Kyiv International Advertising Festival 2023.

The idea and concept of the project, a communication campaign were created together with the creative agency I am Idea. “The Family Brick” started in October 2022 and continues today.

The creative team found a solution that in a simple but non-standard way makes it possible to help families who have lost their homes due to the war. The result – everyone could become a benefactor – for this, it is enough to buy a “The Family Brick” for a symbolic 23 UAH in a household appliances and electronics store.

Due to the full-scale invasion of Ukraine, more than 150 thousand residential buildings have been destroyed, and hundreds of thousands of people are deprived of shelter and need improvement. According to experts, the reconstruction of the country and in particular the housing destroyed by the war will last more than ten years, but families need improvement here and now. Programs launched by the state, and many charitable and humanitarian projects are aimed at helping. Already, every contribution, every “brick” in this great common cause matters.

In addition to the huge need for housing for Ukrainian families affected by the war, the creative team had to take into account the fact that the information space from the beginning of the invasion was filled with requests for help. Therefore, it becomes more difficult for many Ukrainians to donate, so it was necessary to create an interesting idea and simple mechanics – how to raise funds for assistance. Work on the project began in September 2022, and at the end of October (the 23rd anniversary of the founding of the company Eldorado.ua) it started.