| Title | VICTORY DAY |
| Brand | INFORMATIONAL RESISTANCE |
| Product/Service | SOCIAL |
| Category |
A05. Cinematography |
|
Entrant Company
|
TABASCO Kiev, UKRAINE
|
|
Advertising Agency
|
TABASCO Kiev, UKRAINE
|
|
Production Company
|
LIME LITE STUDIO Kiev, UKRAINE
|
Credits
| Alexander Smirnov |
Tabasco |
Creative Director |
| Alexander Gorlov |
Tabasco |
Chief Executive Officer |
| Elena Sukhanova |
Tabasco |
Managing Director |
| Mikhail Dragan |
Tabasco |
Copywriter |
| Ivan Barbul |
Tabasco |
Copywriter |
| Mikhail Suslov |
Tabasco |
Art Director |
| Olga Zhegulina |
Tabasco |
Agency Producer |
| Vladimir Yatsenko |
Limelite Studio |
Executive Producer |
| Albert Zurashvili |
Limelite Studio |
Executive Producer |
| Julia Foster |
Limelite Studio |
Line Producer |
The Campaign
Propaganda of the Russian Federation was fueling violence and hatred between Ukraine’s ethnic groups.
Before Victory Day propaganda of the Russian Federation was attempting to rewrite the history of World War II and misappropriate Victory Day.
We decided to disarm the propaganda war with a clear message of peace, rooted in the days when Ukrainians and Russians were brothers and together fought to defeat Nazi Germany.
Ukrainian characters (Soviet Army veterans and their grandchildren - Ukrainian young soldier, and Ukrainian young nurse) speak Russian in order to reach audiences of Russian-speaking Ukrainians and Russia with this call for peace.
Creative Execution
To develop our stories we invited popular Ukrainian actors: legendary Vladimir Talashko (singing pilot Skvortsov from “Only men march into battle” film) and Nina Antonova.
In one of the videos called "Grandfather," a young soldier in the Ukrainian Army, calls his grandfather, a veteran who fought during WWII in the Soviet Army. The young soldier speaks in Russian, congratulating his grandfather on Victory Day—a national holiday commemorating the end of WWII. The young soldier says the Soviet slogan “Happy Victory Day” and his grandfather replies “Glory to Ukraine." The coupling of these two emotionally and politically charged phrases create a powerful effect on audiences, crushing hollow political clichés, and shattering the illusion of a divided Ukraine. Afterwards, the young soldier goes into battle.
In the second film, called "Grandmother," a nurse at a war hospital, has a similar conversation with her grandmother.
It was especially important to have the Ukrainian characters speak in Russian in order to reach audiences in Russia and Russian-speaking Ukrainians with this message for peace.