Galychyna: Lots of questions

Creative idea

Instead of repeating one message 100 times, we created 100 different messages and made every placement work harder. We spread 100 billboards across six cities, each featuring a question inspired by the context of the place where it stood. Before booking each placement, we explored the surrounding streets, buildings, and local quirks, choosing locations for both media value and creative potential. The media game of numbers became a wordplay: 100 locations, 100 local questions, one Carpathian yogurt.

Brand name: Galychyna
Advertiser / client: Galychyna
Product / service: creative campaign
Campaign name: Galychyna: Lots of questions
Agency network: INDEPENDENT AGENCY
Agency: Bickerstaff.756, Kyiv
Production company: Bickerstaff.867
Agency chief executive officer: Illia Anufriienko
Art director: Daria Filipenko
Copywriter: Oleksii Yatsura
Designer: Vlad Minchev, Dmytro Kifuliak
Strategic planner / strategist: Masha Kochurenko
Pr director: Daria Pedchenko
Film production: Bickerstaff.867
Director: Illia Anufriienko
Music: Roman Hrynkiv
Agency producer: Maria Petrenko
Post production: Anna Lozinska, Mykhailo Volkov
Additional company: Kateryna Barbalat (Creative Group Head); Anna Tsiurko (Chief Operation Officer); Yurii Kovalenko (Voice); Dmytro Kutniak (Sound Designer & SFX); gur-gury (Sound Studio); Olena Poliakova (Client Marketing Director); Yuliia Serhieieva (Client Brand Manager); Khrystyna Kopylchak (Client PR Manager)