More tea - more drones

Creative idea

Due to the war and airspace closures, railways became the primary transportation mode. Ukrainian Railways sought to aid the Armed Forces beyond their usual duties by partnering with the Army of Drones. With tea being a common tradition on Ukrainian trains, we integrated donations into this ritual. Each cup of tea sold contributed 27% towards purchasing drones. We introduced 'Combat Tea' and 'Intelligence Tea' reflecting drone functions. A sea battle game on tea labels added value. Famous comedians promoted the campaign via videos, while train attendants served as primary promoters, aided by scripted announcements and training.

Brand name: Ukrainian Railways
Advertiser / client: Ukrainian Railways
Product / service: Tea
Campaign name: The Combat Tea
Agency network: INDEPENDENT AGENCY
Agency: Postmen, Kyiv
Production company: Postmen Production
Agency chief executive officer: Yaroslav Vedmid
Executive creative director: Olga Mykhalets
Creative director: Anna Seniuk
Art director: Iryna Pavlova
Designer: Maria Kupriyan
Account director (agency): Hanna Savchuk