Not For Sale

Creative idea

Ukraine turned its Expo 2025 pavilion into the hub of an integrated non-profit campaign built around one idea: values are not for sale. The physical experience invited visitors to scan everyday objects and discover the democratic values they represented. The idea then expanded through National Day activations, partner-country collaborations, the Ode of Gratitude, the No Discount Club, business and influencer participation, social content and earned media. Instead of one exhibition, every touchpoint carried the same message in a different form, turning a 53 sq. m. pavilion into a platform for international attention and participation.

Brand name: Ukrainian Pavilion EXPO 2025 Ministry of Culture of Ukraine
Advertiser / client: Ukrainian Pavilion EXPO 2025 Ministry of Culture of Ukraine
Product / service: Creative campaign
Campaign name: Not For Sale
Agency network: INDEPENDENT AGENCY
Agency: Bickerstaff.756, Kyiv
Media agency: Bickerstaff.734
Digital agency: BICKERSTAFF.734
Additional company: Bickerstaff.890
Production company: BEST FRIENDS FILM PRODUCTION
Agency chief executive officer: Ilia Anufrienko
Chief creative officer: Ilia Anufrienko
Media director: Maryna Shchepiienko, Daria Pedchenko
Strategic planner / strategist: Maria Kochurenko — Head of Strategy; Anastasiia Filenkova — Strategist
Senior planner: Maria Kochurenko, Anastasiia Filenkova
Pr director: Maryna Shchepiienko
Film production: BEST FRIENDS FILM PRODUCTION
Director: Eugene Andrushchenko
Director of photography: Kirill Shliamin
Music: HYPHEN DASH — Mykhailo Birchenko, Yevhen Puhachov, Daniil Zubkov
Agency producer: Olha Kushpitovska
Post production: BEST FRIENDS FILM PRODUCTION — Natasha Vdovychenko (Editor), Kirill Shliamin (Color Grading), Andrii Malyhin (VFX), Pavel Drach (Sound Designer)
Post production producer: Victoria Khmelnytska
Digital production: Nikita Bortnichuk — Programmer; Yevhen Voloschuk — Webflow Developer
Digital strategist: Maria Kochurenko — Head of Strategy; Anastasiia Filenkova — Strategist
Digital creative: Dmytro Liutyi — Creative Director; Vlad Minchev — Senior Creative; Elizabeth Bilohub — Multidisciplinary Designer; Dmytro Kifuliak — All-in-one Designer; Yana Mamaieva — Designer; Oleh Shava — Motion Designer
Event production: UKRAINIAN PAVILION ON-SITE TEAM — Inna Illina; Ihor Panasenko; Iryna Uhnichenko; Maryna Stavniichuk; Oleksandr Hulyanych
Additional company: Veronika Seleha, Anna Tsiurko, Hlib Rodchenkov, Karyna Koreiba, Anna Diachenko, , Elina Alibaeva, Alyona Ryzhuk