three campaigns for the Third
ad campaign
In 2024 we burst into the Third Assault Brigade’s communication.
And they got straight to pulling people out.
we’ll pull through
Everyone knows the Third is one of the strongest brigades.
But for all its strong infantry and media presence, it badly lacks armored vehicles.
But for all its strong infantry and media presence, it badly lacks armored vehicles.
And the Third Assault Brigade’s charity foundation challenges itself to raise UAH 50 million. It launches the “We’ll Pull Through” initiative to buy M113s for the hottest sectors of the front.
By the end of the year. Before all the holiday rush. Among more and more fundraisers every day.
Everyone knew this road would be long and hard. But you have to start somewhere. Announce, explain and charge people up. So we started with the fundraiser cards, so people could open their own donation jars.
By the end of the year. Before all the holiday rush. Among more and more fundraisers every day.
Everyone knew this road would be long and hard. But you have to start somewhere. Announce, explain and charge people up. So we started with the fundraiser cards, so people could open their own donation jars.
The Third Assault Brigade are punks. That’s the character we wanted in the identity.
The concept grew out of what the M113 does: evacuation from hell itself. We added grunge, showed how these vehicles move (fly in, grab, pull out) and laid it all out on the fundraiser cards.
next: the campaign
Asking for donations with patriotic, victory-style messages no longer works. So our ideas for the M113 fundraiser go after another enemy of society: low morale.
Bad news, betrayals and conspiracies come at you from every side, knock you off track, press down on you and drag you into depression. A donation is something to hold on to.
Bad news, betrayals and conspiracies come at you from every side, knock you off track, press down on you and drag you into depression. A donation is something to hold on to.
The events in the video take place in two worlds:
The Space of Anxiety: a collective image of what we all feel inside right now.
The real world, where the Third Assault Brigade helps you evacuate from your own despair.
The real world, where the Third Assault Brigade helps you evacuate from your own despair.
But this fundraiser is big. One video won’t cut it.
There were concerts and all kinds of charity events. But the goal still wasn’t reached. So we decided to push the fundraiser once more.
We stayed with low morale, but this time the kind society itself produces. We gave it a shape and a voice, and showed what it does to soldiers.
We stayed with low morale, but this time the kind society itself produces. We gave it a shape and a voice, and showed what it does to soldiers.
Unmanned Systems Regiment
The Third is always looking for new, effective ways to destroy the Russians. So it created a new unit: the Unmanned Systems Regiment.
So together with its media team we had to tell this story and tie it into a recruitment campaign.
And we realized drone warfare has become a national sport. When you watch an FPV drone take out the Russians, that win feels like your own. So we suggested taking first place in the fan sector.
And we realized drone warfare has become a national sport. When you watch an FPV drone take out the Russians, that win feels like your own. So we suggested taking first place in the fan sector.
