Galychyna: Lots of questions

Creative idea

The real insight here wasn't creative, it was about how Ukrainians talk. We don't sit around waiting for answers we ask questions, about anything, from politics to what a snail does all day. So we let Galychyna be honest: it doesn't have all the answers either, only one - its Carpathian yogurt. Once we saw the audience that way, the problem stopped being 'how do we reach six cities on one city's budget' and became 'how do we say something worth noticing a hundred times.' We wrote a different, local question for each of the 100 billboards, tied to the exact street it stood on.

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)