Campaign Spotlight

Campaign Spotlight: New Le Truc x Leo Burnett Ukraine campaign for Human Rights Foundation amplifies Ukrainian ‘Voices from the Inside’

KYIV, UKRAINE — The latest creative from Publicis Groupe’s Le Truc & Leo Burnett Ukraine for the Human Rights Foundation (HRF) is a three-part campaign drives awareness, support and donations for the Human Rights Foundation’s Ukraine Solidarity Fund – Operation Sunflower, a coalition of Ukrainian and American relief teams delivering aid to Ukrainians trapped in the conflict zone.

The marquee piece of work is a website, OOH execution and experiential video installation, Voices from the Inside. The website & OOH elements feature real voices & quotes from Ukrainian Publicis Groupe employees, sourced by Leo Burnett Ukraine. The experiential video installation will take place at HRF’s upcoming Oslo Freedom Forum conference (May 23-25 in Oslo, Norway) via an interactive booth and experience for conference attendees, which lets them hear the voices and record their own audio messages of support and solidarity. A corresponding film will also be shared on the main stage at the forum as part of the Ukrainian Minister of Foreign Affairs’ keynote speech.

Sponsor

The work also includes a series of Time Square, NYC, billboards: “Give AF,” which uses bold text in the colors of the Ukrainian flag to illicit donations via a QR code; and “Building,” a digital installation of a destroyed building that urges New Yorkers to visit HRF.org to help.

The entire campaign was done pro-bono to support HRF.

“It’s hard to imagine what it feels like to experience war, as the media often dictates the narrative. We worked closely with our friends at Leo Burnett Ukraine as well as The Pub & Fancy, who donated their resources to support Human Rights Foundation and bring awareness to the situation in a completely new way,” said Bastien Baumann, chief design officer at Publicis Group and founding partner at Le Truc.

“Every day, we are overwhelmed by news bulletins, reports, and special investigations. It can be exhausting to sift through the facts, rumors, exaggerations, and propaganda. We are proud of this project because it lays bare the true cost of war, and reveals the voices of people inside Ukraine who are suffering in silence,” said Céline Boustani, President of the Human Rights Foundation.

Production Credits

Voices from the Inside
Le Truc
Bastien Baumann, Chief Design Officer
Andy Bird, CCO
Evan Schultz, Creative Director/Copywriter
Cesar Marchetti, Creative Director/Art Director
Ryan Chong, EVP, Head of Production
Ryan McNally, Assc. Producer
Ben Zumsteg, EVP, Director of Strategy
Megan Bundy, EVP, Managing Director
Cassandre Dupiton, Director, Program Management

The Pub
Dave Blumenthal, Animator
Greg Zimmy, Executive Producer
Kelly Zdanowicz, Producer

Give AF
Le Truc
Bastien Baumann, Chief Design Officer
Andy Bird, CCO
Daniela Gilanz, Assc. Creative Director/Art Director
Ivan Whitted, Assc. Creative Director/ Copywriter
Ryan Chong, EVP, Head of Production
Ryan McNally, Assc. Producer
Ben Zumsteg, EVP, Director of Strategy
Megan Bundy, EVP, Managing Director
Cassandre Dupiton, Director, Program Management

The Pub
Dave Blumenthal, Animator
Greg Zimmy, Executive Producer
Kelly Zdanowicz, Producer

Building
Le Truc
Bastien Baumann, Chief Design Officer
Andy Bird, CCO
Grace Curran, Copywriter
Tyler Richardson, Art Director
Ryan Chong, EVP, Head of Production
Ryan McNally, Assc. Producer
Ben Zumsteg, EVP, Director of Strategy
Megan Bundy, EVP, Managing Director
Cassandre Dupiton, Director, Program Management

Fancy House of Visual Effects
Randie Swanberg – Creative Director
Mario Caserta – Creative Director
Graham Dunglinson – Executive Producer
Alex Tracy – Head of Production
Alanna Morton – Production Coordinator
Marc Samson – DMP

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