Choose true, not fake!

Creative idea

Our eating habits reflect our lifestyle — showcasing our true rhythm, passions, and values. What you place in your shopping cart, fridge, or plate is a reflection of your real choices. Our campaign encourages teens to choose genuine options over fake ones. Junk food is like cardboard — empty and unfulfilling. In our video and ads, we illustrate that choosing unhealthy food is like picking flimsy, worthless cardboard items. Our campaign’s visual style is light, authentic, and vibrant, urging you to make choices that genuinely nourish and inspire.

Brand name: UNICEF Ukraine
Advertiser / client: UNICEF Ukraine
Product / service: Behavioural change campaign about healthy eating
Campaign name: Important is what's inside
Agency network: INDEPENDENT AGENCY
Agency: Postmen, Kyiv
Production company: Postmen Production
Chief creative officer: Olga Mykhalets
Art director: Iryna Pavlova
Copywriter: Maria Karatkevich
Designer: Olena Horobets, Oleksandra Bosa
Account director (agency): Hanna Savchuk
Film production: Postmen Production
Director: Olga Mykhalets
Director of photography: Ilya Rieznikov
Music: Igor Bondarenko
Agency producer: Olga Mykhalets
Post production: Yegor Kadomtsev
Additional company: Daria Varenyk, Project Manager