| Title | VOICE OF WATER |
| Brand | MORSHYNSKA |
| Product/Service | NATURAL WATER |
| Category |
D05. Cultural Insight |
|
Entrant
|
ISD GROUP Kiev, UKRAINE
|
|
Idea Creation
|
ISD GROUP Kiev, UKRAINE
|
|
Media Placement
|
HASHTAG Kiev, UKRAINE
|
|
PR
|
HASHTAG Kiev, UKRAINE
|
|
Production
|
ISD GROUP Kiev, UKRAINE
|
|
Production 2
|
HASHTAG Kiev, UKRAINE
|
|
Production 3
|
KA.KA.HA London, UNITED KINGDOM
|
|
Post Production
|
KA.KA.HA London, UNITED KINGDOM
|
Credits
| Natalia Revika |
IDS Borjomi Ukraine |
Marketing Director |
| Iryna Lopot |
IDS Borjomi Ukraine |
Marketing Manager |
| Evgenia Mikhaylenko |
IDS Borjomi Ukraine |
Brand Manager |
| Viktor Shkurba |
[isdgroup] |
Director of Creative Technology |
| Nataliya Tachinskaya |
[isdgroup] |
Art Director |
| Mikhael Traverse |
KA.KA.HA |
Co-founder, User Experience Director |
| JOACHIM BENTZ |
KA.KA.HA |
Managing Director |
| Eugene Golovatenko |
[isdgroup] |
Сreative Producer |
| Yuliia Ovcharenko |
[isdgroup] |
Copywriter |
| Svetlana Mironchuk |
[isdgroup] |
Account Director |
| Dariia Andriushchenko |
[isdgroup] |
Account Manager |
| Tania Liubchenko |
[isdgroup] |
Account Manager |
| Anna Shcherbinina |
[isdgroup] |
Designer |
| Katya Sotnichenko |
[isdgroup] |
Designer |
| Olga Varchenko |
[isdgroup] |
Designer |
| Diana Bondarenko |
[isdgroup] |
Designer |
| Nadia Lugovska |
[isdgroup] |
Designer |
| Julia Lybenska |
[isdgroup] |
Designer |
| Svetlana Taborskikh |
[isdgroup] |
Media Analytics |
| Kate Alimova |
[isdgroup] |
Media Analytics |
| Andrew Sergeev |
KA.KA.HA |
Technical Director |
| Alexander Savin |
[isdgroup] |
Technical Director |
View Script
Write a short summary of what happens in the radio or audio work.
In Voice of Water you hear the voice of Carpathian natural water, that is Morshynska.
You hear the music created by water. Water flows, rivers, waterfalls are playing with unique specially crafted musical instruments without any help of humans.
Strings, bells, percussions, drums depict the very sound of Ukrainian Carpathian nature.
Modern Ukrainian musicians – ONUKA, Dakha Brakha, Kate Chilly, The Maneken – who embody the new generation of Ukrainians, play and sing along the voice of water.
Together they create not only the audio identity of the Morshynska brand, but the sound of the new Ukraine. The country after the 2014 Revolution, that is seeking its national 'voice'.
That is possible because Ukrainian culture is deeply rooted in Ukranian nature. This is why listening to the music created by natural water gives every Ukrainian goosebumps. It is their heritage that breaks through centuries and uncovers itself through music.
Translation. Provide a full English translation of any audio.
Teche Teche Voda – Flowing Water Flowing
Lety melodia chysta – Fly! The pure melody!
Lety do samogo mista – Fly to the heart of the city!
Please tell us about the cultural insight that inspired the work
The ‘territory of naturalness’ among Ukrainian water brands is overcrowded. All of them want to be ‘natural’ and barely differ from each other. All of them use the images of green fields, wild rivers and high mountains.
But they are all missing the point.
Naturalness for Ukrainians is sacred. Ukrainians have always found inspiration in nature and Ukrainian culture is literally saturated with it. Its traditions, spirits, fairy tales all have nature at the core.
After the 2014 Revolution of Dignity Ukrainians got rid of the cultural inferiority complex imposed by the Soviet past and tried to rediscover what it's like to be Ukrainian. Millions of Ukrainians reopened national traditions, old customs and folk songs for themselves. They found their roots in Ukrainian culture. The one that has always been tied to nature.
By appealing to nature through music Morshynska gave every Ukrainian feel pride for being Ukrainian.