FLAME OF HELP
ad campaign
WOG is a gas station chain known for quality fuel, tasty food and real social responsibility.
Flame of Help is one of the charity projects through which WOG supports our army. Together with PrivatBank and the Serhiy Prytula Foundation, WOG has been covering the needs of the Defense Forces for over a year.
To join in, just grab a coffee at WOG, and UAH 2 or 4 from every cup goes to the fundraiser.
Our task was to refresh the communication for the new calendar year, make four seasonal videos and tie everything together with a new design system.
We started by researching what the culture of passive donations is and what people think of it.
And we found that we often underestimate small steps, even though they’re usually what leads to big results.
We had to remind people that small gestures can make a real contribution. And that a hot morning coffee at WOG can be one of them.
We had to remind people that small gestures can make a real contribution. And that a hot morning coffee at WOG can be one of them.
So we packed it into a message:
Your small ritual, a big shared good.
And the slogan came along:
EVERY COFFEE IS A GOOD DEED
To make the campaign’s message work both in words and visually, we built a multifunctional design system.
A small flame and a coffee cup became its key elements, symbols of small but important actions.
A small flame and a coffee cup became its key elements, symbols of small but important actions.
And we picked a style that fits the times: bold, high-contrast and flexible.
With the design system ready and a good coffee in hand, we got to work on the campaign videos.
We asked ourselves: how do we show people, in an interesting way, what passive donations are, how they work and why it’s worth joining in?
We decided to draw what such a donation looks like. Literally.
We decided to draw what such a donation looks like. Literally.
We developed the characters and drew them
And combined them with real footage.
And then we rolled them out across the next flights.
We weren't kidding about the delicious coffee!