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Working in a time of war — Uber’s ‘Keep Ukraine Moving’ campaign

An excerpt from Ukrainians don’t need your pity. They need your work, hosted by Uber Creative Director Einav Jacubovich at D&AD Festival

“The actions always have to come before the ads,” says Einav Jacubovich, of Uber’s Global campaign ‘Keep Ukraine moving’.

Alesia Bondar from LA and Kyiv-based agency BANDA describes how working on Uber’s project gave her the strength to overcome her feelings of hopelessness. “Give Ukrainians work, Ukrainians want work. Even in the situation of the war, production [teams] can find ways to shoot, even with curfew and missile attacks.”

“I also remember you really worried a lot about if this campaign would feel opportunistic,” Bondar says to Jacubovich, explaining that concerns around opportunism aren’t the issue for Ukrainian citizens. “For us it’s not a case of worrying about being opportunistic, it’s about whether you support Ukrainians or not.”

Panellists: Christopher Butler, Global Sr. Creative Producer at Uber; and Marina Kuniets, Head of Business Development, Alesia Bondar, Creative Copywriter, and Yaroslav (Rick) Serdiuk, co-founder and CCO at Ukrainian agency BANDA.

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