STORIES OF REAL HEROES

KYIVSTAR COMMUNICATION DURING THE WAR

War is a time of hyper-effort
and hyper-truth.

Since the full-scale invasion began, Kyivstar has been fighting every day to keep Ukrainians connected. And we create communication that is both a heroic chronicle and a tool of influence.

If the brand’s campaigns used to look like short feature films, now they’re documentaries.

The heroes of our stories are real, the events are true, and any resemblance to reality is intentional.

These are no longer just videos. They’re gestures of gratitude and support, social statements and a kind of instructions that inspire, share pain, set an example or just lift your mood.

YOUR SUPERPOWER

“Love UA” plan promo

In our first shoot campaign during the war, we wanted to express our admiration and gratitude to real superheroes without weapons: volunteers. After all, Kyivstar itself became one of Ukraine’s biggest volunteers, adding Superpowers to its plans at no extra cost.

The heroes of the videos are real people who were influencers and actors in peacetime and have now become a support for many others. You’re awesome. We’re taking notes!

DOUBLE LIFE

“Twice as Much” promo

And this is a story about how the brand helps each of us learn the skills we need and find our place in a new reality. So everyone brings victory closer however they can. Kyivstar gives the tools, we show how to use them.

The campaign was a hit not only at home. It properly triggered the devils in Russia. Their media and public pages were full of angry comments about Nazis and Satanists. Good.

Ukrainians continue to be dehumanized!

An advertisement for a telecom operator in Ukraine reads:
"A double life is when you are a junior high school teacher and at night you burn orcs in comments. For this we have added gigabytes to your account."

Do you still have doubts that the war is against Satanists?

"Is there still any doubt that the war is going on
with Satanists?"

ROADS TO VICTORY

Fundraising

This time we decided to do more than an ad that’s “on every front”.

An urgent need at the front that isn’t obvious: pickups for mobile operations. They need donations. So we teamed up Kyivstar and the Come Back Alive foundation.

To draw maximum attention to the project, we brought in Sviatoslav Vakarchuk and Okean Elzy and shot a music video about the two parallel realities that exist in Ukraine right now: peace and war. And about the pickups that connect these two worlds.

Every view counts, because the money from monetizing the video goes to the cause. Same with buying the ringtone or project merch, plus all kinds of donations on the #ROADS_TO_VICTORY website. Join in!

At the prep stage, our project team also went to the front in the East to meet real soldiers on pickups. To see them in person and hear their voices and stories, so we could bring them truthfully into the music video’s heroes. That’s how this little documentary was born.

results

3.7 million views,
133K likes

8 million people
saw the promo

nearly UAH 15 million raised.
15 new pickups bought.

HUGS

Image campaign

Kyivstar specialists have been working around the clock for months. Risking their lives, they protect and restore connection in the hottest spots.

But in this image promo you won’t see heroic poses or grand phrases. The brand talks about its customers, not about itself.

Seven touching stories about the most longed-for moment: people separated by war meeting again. It’s great when a telecom brand says it can’t wait for the day you can put the phone down and just hug.
Until then, stay connected!

A BUSINESS FOR STRONG PEOPLE

Business plan ad

Running a business is never easy. Running one during a war is beyond comprehension.

Only the truly strong, determined and purposeful can do that. And right now it’s needed more than ever. That’s how the brand’s first campaign dedicated to entrepreneurs was born.

The campaign is made of four stories of real Ukrainian businesses that live and grow during the war. Before we started, we interviewed our heroes to understand what drives them to invest so much and take such risks. The answers differed, but they all shared purpose, originality and mega-charisma. See for yourself.

HELPING THE ARMED FORCES

Superpower promo

Kyivstar turned 25. But instead of celebrating, they worked. They donated themselves and offered you 25 GB of internet for a donation to the Armed Forces. And instead of shooting made-up campaigns, we showed for real how they restore connection in newly liberated territories. And donated too, of course.

It mattered to us to go East and film things as they are. Documentary again.

By the end of the year
donations reached
UAH 8 million.

A TRULY SPECIAL HOLIDAY

New Year campaign

The heroes of the New Year campaign were ordinary Ukrainians who celebrate, love and enjoy life in any conditions. We joke to the sound of sirens and radiate optimism even during blackouts, so nobody can take our holiday away.

Here, together with Kyivstar, we wanted to support each of you. To show that, no matter what, we’re together.
And together it’s easier both to beat the Russians and to celebrate New Year!

YOU CAN’T SEE IT FROM THE TOWER