H-01-01. Lvivske has always flowed where the song is heard

Agency	Media Direction
Creative head	Lena Petrova, Head of Department Nonstandard Media Solutions, Media Direction
Author of idea	Media Direction Agency
Product	Lvivske Beer
Description	Popular vocal show "Voice of the Country " on the main national TV channel 1+1 was selected to be supported by the Ukrainian brand with ancient traditions in order to enhance image characteristic such as “pride of Ukraine”. This TV project supports the great Ukrainian talents which are considered to be a special national pride. Brand “Lvivske” not only became the sponsor of the TV-show, but has managed to closely link its brand values with the values of project. All sponsorship materials of the brand were designed to perfectly emphasize the melody of Ukrainian songs and great soul of the Ukrainian people. All announcements for Ukrainian songs were written based on the core values of the brand. They talk about generations, about national traditions, about the history of Ukrainian songs. Fans who were supporting Ukrainian singers in the audience were wearing “Vyshyvankas” - Ukrainian national clothes embroided with “Lvivske”. And the project highlight was the dance performance of Ukrainian song in the show finale, which was fully executed following the style of the brand. There was no random tuning in the project. Words were specially written, all points for graphics were carefully selected before broadcast. As a result, a perfect integrated harmony, which helped the brand to stand out among all competitors activities. This sponsorship project became the foundation to the development of music platform under the long-term brand strategy goals.
Advertiser	Carlsberg Ukraine
Team members	Julia Fedchun, Project Manager, Media Direction Oksana Shamay, Senior Media Planner, Media Direction Anna Tkachenko, Brand Manager, Carlsberg Ukraine

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