Taxes Protect

Creative idea

The creative idea was to turn taxation from an invisible system into a visible act of protection. Instead of discussing taxes through policy, finance or guilt, the campaign used film to show what taxes become in wartime. In one-shot scenes with soldiers, doctors and rescuers, shells, medical tools and fire hoses were renamed “taxes.” This simple shift created surprise and made the message instantly clear, crossing boundaries between public information, behaviour change and film craft. The strategy shaped the execution: if the problem was abstraction, the solution had to be visceral. It turned taxes into an emotionally charged contribution to national resilience.

Brand name: Dmytro Gerasymenya, Advisor to the Minister of Finance of Ukraine (Patronage Service)
Advertiser / client: Ukrainian Ministry of Finance
Product / service: Taxes
Campaign name: Taxes Protect
Agency network: Havas
Agency: HAVAS DGTL KYIV
Media agency: HAVAS DGTL KYIV
Web address: https://www.facebook.com/watch/?v=1433613978469876
Agency chief executive officer: Denys Lohvynenko
Creative director: Oleksiy Morozov
Art director: Yuliia Chernenko
Copywriter: Zhdan Zabashta
Account director (agency): Alona Garashchuk
Managing director: Denys Lohvynenko