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I-02-08. News Candies

AgencyLeo Burnett Ukraine
Creative headTatiana Fedorenko
Author of ideaLeo Burnett team
Productonline news portal delo.ua
DescriptionPeople in Ukraine are concerned that local mass media are getting subjective and cover political events from one point of view only. Delo.ua covers the news from different perspectives, therefore, people can make their own opinion about the events.

We made unique news candies. Each of three candies represents the same news “The EU-Ukraine Association Agreement is not signed” (November 2013). The main ingredients of the candies are bacon (a non-official symbol of Ukraine) and chocolate, that represents Europe. But each candy has its own aftertaste. We invite people to try different kind of “flavor” of the same piece of news – sweet, spicy and sour.

We delivered 500 gifts to opinion leaders and business entrepreneurs. As a result different mass media and influential public organizations included delo.ua to the list of the most objective media resources in Ukraine. We generated social media buzz and delo.ua website attendance grew x3 during the particular period (December 2013).
Copy: All the flavors of the same news
Objective news delo.ua
AdvertiserEkonomika Communication Hub
Team membersArt Director: Denys Savchenko
Copywriter: Volodymyr Navrotskyi, Olena Panasyuk

Managing Director: Tatiana Shumilovich
Producer: Kateryna Denysenko
Production: Kanapa Restaurant Saloon