Campaign Spotlight

Campaign Spotlight: Drama Queen agency has created a no-drama brand & communication for an anti-war charity foundation.

KYIV, UKRAINE – On February 24th, Russia invaded Ukraine. Since the first days of the war, everyone from huge charity foundations to non-indifferent people has been raising money to help the country to resist.

The war continues to escalate, and like never before, Ukraine needs help and assistance. And this is what brought Aid Legion to the charity frontline. They deliver aid from across the World to the Ukrainian defenders and civilians displaced by the war.

War has changed everyone’s life, and the creative market is not an exception. Drama Queen, a Kyiv-based agency, switched its focus from commercial clients to social projects helping their country resist. Aid Legion is a brand created by Drama Queen in 3 weeks.


While worldwide media are full of terrifying photos with pleas to save Ukraine, Drama Queen has chosen the opposite strategy for the Aid Legion. They decided to make a no-drama foundation. Optimistic, strong, bold, and even a little ironic. They refused to evoke horror and pity. Au contraire, they asked not to SAVE UKRAINE but to FIGHT WITH UKRAINE shoulder to shoulder.

“Please finish your coffee,” — they said. “No need to give up on your life, get depressed or take up the grandpa’s gun. Instead, donate! Donation is your best weapon in this fight for freedom and humanity” — the insight they used for the video explainer. “Finally, you can be like Gandalf. But for real” — it says:

Later on, they came up with a manifesto titled “Casual War”. It reveals an awkward truth. When the first shock fades away, every new war becomes “just another war somewhere far away” for most people from peaceful countries. So it urges: “Don’t let this war be a casual war.”

“Being sad, giving up on your daily routines, or calling Putin” are inefficient ways to support Ukraine. Helping Aid Legion in any way possible helps much more”, — says another promo video:

The agency used the same inspiring and slightly ironic tone of voice for the foundation’s digital communication. They were sharing only the most optimistic news from Ukraine, celebrating the successful charity projects, and encouraging followers to stand on the light side, like Skywalker, but this time for real.

Even though the agency’s team is scattered across western Ukraine and other parts of the globe, they’re united like all Ukrainians.

“We meet in Zoom often like never before. To support each other, cry together, or celebrate our small victories. Gradually, we’re getting back to our normal work rhythm, as much as it’s possible (in the present situation),” — says Anna Goncharova, the Creative Director.

Like most creative agencies in Ukraine, Drama Queen makes social projects to help their country. At the same time, they’re open to working with foreign companies too. The agency already has a couple of successful international projects in its portfolio and is hungry for more.

Aid Legion website:
Aid Legion Instagram:
Drama Queen website:

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