PRIME Group presented a special prize “For Courage” at the Kyiv International Advertising Festival (KIAF) 2023. The prize was awarded to the ANGRY Agency’s “Christmas Not War” campaign for Beton by Kovalska.
The campaign was selected from among the works submitted in the out of home advertising category of all 13 KIAF competitions. Christmas installations made of concrete blocks from former roadblocks were chosen by PRIME Group as the most daring project of KIAF 2023 in out of home media.
“Christmas Not War” is a project about how former roadblocks were transformed into colorful installations on Christmas Eve to bring back the holiday spirit for children. Gray concrete blocks became colorful characters with names and stories. The blocks were placed on the central streets of Kyiv, and each of them helped children to break away from everyday life and the horrors of war.
“We chose the ‘Christmas Not War’ project because it is a powerful, creative and daring work to change our daily lives. It turns the ‘source’ of protection into a source of positive emotions. It is a victory of optimism over the fears of war. I congratulate ANGRY Agency and Beton by Kovalska for the successful ‘reframing of reality’,” says Liudmyla Korotkova, PRIME Group Marketing Director.
Liudmyla Korotkova presented the award to ANGRY Agency co-founders Inna Polshyna and Serhii Malyk, together with Kovalska’s CMO Volodymyr Sobolev, symbolically near concrete blocks.
This is the second time that ANGRY Agency has received a special PRIME Group award. In 2021, the prize for bold creative decisions in out of home advertising was awarded to the campaign for the Patrol Police of Ukraine “Parking Spaces for Ticket Lovers”.
The “For Courage” award was established by PRIME Group in 2017. The criterion for selecting the winner is the original and extraordinary idea, the realization of which involves the use of any formats from the arsenal of out of home media.
Previous winners of this award include:
- “Lexus Demands to Confess” campaign by BBDO Ukraine for Lexus (2017)
- “Live Beyond the Ordinary” campaign by LOGA BIGA for Nova Borova housing estate (2018)
- “Belgian Beer Flag” campaign by Kinograf for Beer Point pub (2019)
- “Art Wants to Meet You” campaign by Postmen for the Ukrainian Cultural Foundation (2020)
