To support Ukraine’s arts and culture, creative agency Mother London has erected an installation of a ballet dancer atop sandbags in London’s Covent Garden.
The ‘Defiant dancer’ piece aims to promote a United Ukrainian Ballet production called ‘Giselle’.
Created by critically acclaimed choreographer Alexei Ratmansky and directed by The Glue Society, the production will debut on 13 September.
The white installation intends to remind the general public that several statues and monuments in Ukraine are currently surrounded and engulfed by sandbags to survive enemy missiles.
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The piece premiered on 8 September with Ukrainian-American dancer, Christine Shevchenko, posing atop the sandbag structure. Other dancers took her place throughout the day.
Biscuit Filmworks produced the campaign for Mother London.
The news comes hours after Ukraine took control of the entire Kharkiv region and the subsequent towns seized during the onset of the Russian invasion.
Separately, in July of this year, a Sweden for UNHCR ad depicted the horrific situation Ukrainian families are facing amid the Russian invasion of their country. The 30-second spot sees two young refugees fail to send the text “I miss you dad” due to a lack of mobile phone network.
Throughout the duration of the Russian invasion of Ukraine, many brands like McDonald’s, Renault and coffee brand Starbucks, have pulled their business from Russia.
