Ukrainian Bread
Creative idea
Every year at Christmas, Austrians bake cookies in the form of Latin letters - a tradition called “Russian Bread”. For the fundraising campaign, the Christmas custom was renamed “Ukrainian Bread” and the whole of Austria was invited to speak up against war by baking, generating and spreading peace messages in the form of Cyrillic letter cookies. To help Austrians bake said messages, the world’s first virtual baking paper was designed. The AR filter was made available as an Instagram camera effect.
Brand name: Ukrainian Saturday School Vienna
Advertiser / client: Ukrainian Saturday School Vienna
Product / service: Ukrainian Bread
Campaign name: Ukrainian Bread
Agency network: INDEPENDENT AGENCY
Agency: Demner, Merlicek & Bergmann / DMB. , Vienna
Executive creative director: Sebastian Kaufmann, Alistair Thompson
Creative director: Daniela Sobitschka, Anna Repitsch, Mario Goldsteiner
Art director: Martin Dorn, Viktoria Mannsberger
Account director (agency): Regina Fischer
Managing director: Marcello Demner
Pr director: Janina Schwarz
Photographer: David Bastawros
Digital strategist: Philippa Baminger
Digital creative: Christoph Hofbauer
Additional company: Head of Project Management & Digital Delivery: Patrick Pölt
Client Assistant: Sabrina Hajek
Social Media Management: Malik Lebbihiat
Digital Content: Nikolas Rein
3D Artist: Christo Penev, Daniel Poschinger
Programming Augmented Reality: Hongwei Tang (hongweitang.com)
Programming Web: Mac Wong (Digitalbackup MW GmbH)
