Insight: 10 ways the world’s leading brands and agencies are standing with Ukraine

MANILA, PHILIPPINES — If there’s any world event right now that needs no briefing, it’s what’s currently happening in Eastern Europe that’s on everybody’s lips: Russia’s war on Ukraine. Since Vladimir Putin shocked the world by declaring military action on Feb. 24, the invasion of Ukraine has been all over the news garnering widespread disbelief and protest.

While intense diplomatic efforts carry on, leading brands in the creative industry are taking action as well. Some have even taken the drastic measure of removing their products and their brands from the Russian market. From making statements and donating to Ukrainians to discontinuing business in Russia, here are some of the ways that brands are showing their support for Ukraine.

1. Pantone


Very Peri may be the color of 2022, but the new pair of colors that Pantone posted — Freedom Blue and Energizing Yellow — are definitely louder. This new color card donning the shades of the Ukraine flag is a strong and straightforward way to express that standing with Ukraine is important to what Pantone is as a brand.

2. WPP

WPP makes their firm support of Ukraine clear as the media giant recently made moves to pull out of Russia. According to WPP, the choice to discontinue operations with Russia came from the conclusion that their ongoing presence in the country given the war would be inconsistent with their values as a company. “Our 200 people in Ukraine have shown extraordinary resilience and bravery in the face of the horrific attack on their country,” the statement read.

3. Studios take a stand

The entertainment industry and its leading film studios are taking a stand with Ukraine as well. This includes Disney, Warner Bros., and Sony, all of which have halted theatrical releases of their movies in Russia. Likewise, Netflix suspended services in Russia and is putting a hold ​​on all projects and acquisitions from the country.

Netflix has also put the documentary Winter on Fire: Ukraine’s Fight for Freedom up for free on YouTube, available to anyone in the world.


LIONS made the decision to no longer accept submissions or delegations from Russian organizations into Cannes Lions or its associated awards programs. They have also created a talent directory for creatives who have been negatively affected by the war so that those who wish to commission and support them will have a database they can refer to.

5. Apple

Not only has Apple suspended sales of their products in Russia, but the tech company also stopped Apple Pay in Russia and restricted apps for Russian news outlets. Making a big move to protect Ukrainians, Apple Maps is no longer showing traffic in Ukraine.

6. The One Club for Creativity

In their statement on the Russia-Ukraine war, The One Club for Creativity listed the various ways they are doing their part to help Ukrainians. These efforts include refunding all entry fees for The One Show 2022, ADC 101st Annual Awards, and Young Ones Student Awards submitted from Ukraine, making donations, and providing the Ukrainian creative community with networking resources and other support programming for free.

7. Airbnb

For those fleeing Ukraine due to the ongoing invasion, finding shelter is crucial to survival. Airbnb decided to offer free short-term housing to up to 100,000 refugees to ensure their safety. The company also wrote to countries neighboring Ukraine to offer help in housing refugees fleeing to their countries.

8. The fashion industry stands with Ukraine

Many brands in the fashion world have shown solidarity with Ukrainians and condemned Russia’s invasion by donating to relief efforts in Ukraine. Some giant brands, including Chanel, LVMH, Kering, and Hermès have even halted business in Russia.

9. Publicis Groupe

Publicis is making a significant financial commitment in order to ensure that its Ukrainian employees get the support they need amid the war. On top of providing security, health, housing, and relocation measures, the advertising agency is also guaranteeing the salary of all 350 Ukrainian employees for the rest of 2022.

10. D&AD

D&AD is refunding all the money from entry fees that they’ve received from Ukraine. Additionally, all money that they receive from Russian entries will be donated to the Art Director’s Club of Ukraine. The organization is also using its platform to promote concrete ways that people can support Ukrainians amid the crisis.

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