Kyiv-based creative agency Banda showcased a QR code at Cannes Lions 2022 that took viewers to a site in which media buyers could request layouts of assets from the agency’s ‘Brave’ campaign.
Launched in Spring, the Brave campaign that asked media buyers to donate advertising space intended to highlight the nation’s unwavering resilience.
While 19 countries supported the digital OOH campaign from around the globe, according to Banda the world is now 22 times less interested in Ukraine-related news.
The QR code link that debuted at Cannes Lions allowed media buyers to request layouts of assets to then have them displayed on digital-out-of-home (DOOH) screens around the world.
READ MORE: Ukrainian beer to be sold at O2 Arena as part of humanitarian efforts
“It has been on the news for so long and people are really tired, but people are really still dying. This moment [the win] is not for the glory, but for the bigger purpose,” Banda creative director Alexandra Doroguntsova told The Drum at Cannes Lions.
Ukranian news views have decreased from 109 million to 4.8 million in recent months.
Banda co-founder Pavel Vrzheshch added: “It is a big moment for Ukraine. The whole world is now looking at Ukraine, and for us this is a unique opportunity to show how strong, brave, creative and open we are.”
“We count on this attention and are grateful for international support. It will help Ukraine to gain its most important victory – victory in war.”
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