Uber. Global campaign to support Ukraine
Ukraine is going through the hardest time right now, fighting Russian invaders, surviving bombs and blackouts, losing the best people. And while the war is a reality for Ukrainians, it is the stuff of headlines for the rest of the world. Sometimes at the forefront of the debate. Sometimes news about celebrities is more interesting. People get used to someone else's wars.
With on the ground operations in Ukraine, Uber has a unique position to know what Ukrainians are going through, and the heroic efforts of drivers. And Uber wants to share these stories in order to keep Ukraine in the spotlight around the world.
An important collaboration between a brand’s global office and a Ukrainian agency
To tell the stories in war, it’s critical to work with people who understand the context. The subject is extremely delicate. That’s why the Uber team sought out a Ukrainian agency to handle the task.
Banda has previously worked with Uber Ukraine, created a global “Be brave like Ukraine” campaign, been named the most effective independent creative agency in the world, and has offices in both Kyiv and Los Angeles. The Uber team reached us, and the work began. In Kyiv, Berlin, Milan, Barcelona, Amsterdam, NY and LA, while one has 10 a.m. and the other one 6 p.m., two teams united for a great common goal.
Keep Ukraine moving, like Ukrainian drivers do
When Russians invaded Ukraine, people were stunned and paralysed. Some needed to get home to their families, to flee an occupation, or to cross the border. People needed transportation more than ever before, and many drivers chose to keep providing it: voluntarily, over long distances, risking their lives to save others.
We combed through the news, tweets and posts, conducted personal interviews, and discovered numerous breathtaking stories like that. A man drove an elderly couple from Kyiv to the Polish border. Naturally, for free. And a man who evacuated people from Bucha while Russians were there. And a woman who went right up to the front lines to rescue a family with two children and three cats. For the filming, we chose three drivers. But stories like theirs happen in Ukraine everyday. Thousands that we don’t even know about.
A work in time of the war
If you have ever wondered what it is like to work while missiles are being launched at your country, we have something to say.
The entire production was made in Ukraine and by Ukrainians. This means we have a director, Oleg Tomin, who spent the first weeks of the invasion with his children in Hostomel. They saw Russian tanks, heard explosions, and were fortunate enough to escape. This means that a shooting day must end by 6 p.m., so that the crew has enough time to return home before the curfew. This means that a studio can halt dubbing because Russian missiles were launched at Kyiv. This also means that the final films have more bravery and value in it than we could have imagined.
Global campaign to support Ukraine
The campaign was launched on Uber's own platforms, including YouTube, Instagram, LinkedIn and in-app in many countries around the world. In the United States, Canada, the UK, the Netherlands, Italy, Poland, Belgium, Germany, Spain, Portugal, France, Romania, and, of course, Ukraine it will be seen by millions of drivers and passengers.
All funds raised during the campaign will be donated to UNITED24, the main Ukrainian foundation supported by President Zelenskyy. The money will be spent on ambulances, which will help save lives.
This campaign is an example for other brands to collaborate with Ukrainians, to support us and tell our stories to the world, to keep Ukraine moving.
Global Producer – Christopher Butler
Senior Social Impact Manager – Candace Yu
Creative Director – Einav Jacubovich
Global Director of Social Impact – Julia Paige
Global Executive Creative Director – Danielle Hawley
Senior Social Impact Manager –Abhinav Bahl
Creative Director – Rick Serdiuk
Creative Director – Egor Petrov Creative Director – Maksim Boritko
Strategist – Bohdan Hetmanov
Strategist – Yulia Shiryanina
Strategist – Nick Tregub
Strategy consultant – Serhiy Denisov
Art Director – Anya Udovenko
Copywriter – Olesia Bondar
Designer – Ievgen Velychev
Team Leader – Maryna Kuniets
Project Manager – Stefania Vereczi
Director – Oleg Tomin
DoP – Anton Fursa
EP – Albert Zurashvili
Head of Bidding – Marina Karmolit
Producer – Yulia Foster
Production Coordinator – Vlas Laushkin
1AD – Alina Krasnianska
Art Director – Lera Koval
Costume design – WeRelease
MUA – Maryna Jylova
Production Manager – Max Matveev
Gaffer – Leonid Sidorenko
Focus Puller – Sergiy Sardudinov
1AC – Pasha Chui
Playback – Sergiy Vilchinskiy
Gravitcapa & Car mount – Max Varava
Location Manager – Yaroslav Grischenko
Sound – Denys Ryskal
Photographer – Oleksiy Leus
Translator – Ira Kostenko
BTS – Max Kamirer
Post Production – Coffee Post
Sound – Propeller Studio
Music – Nastya Burganova
Motion Designer – Anastasiia Korzhenko