Returning Ukrainian East

Creative idea

russia is not just seizing Ukraine’s land—it’s trying to erase our culture. To reclaim what’s ours, Postmen agency and Honey confectionery launched the 'Returning the East' project. We resurrected the beloved 'Shakhtarsky' cake, whose production halted after the 2014 occupation, and crafted a poignant video manifesto. This film reveals Donetsk and Luhansk not as mere industrial zones but as vibrant regions with deep cultural roots. Through mixed media, using coal from the region, real photos of Eastern Ukrainians, museum archives, and masterpieces by Ukrainian artists, we honor and preserve our heritage, refusing to let it be forgotten.

Brand name: Honey
Advertiser / client: Honey
Product / service: Chocolate cake, Video manifesto
Campaign name: Returning Ukrainian East
Agency network: INDEPENDENT AGENCY
Agency: Postmen, Kyiv
Additional company: Honey
Agency chief executive officer: Olena Vedmid
Chief creative officer: Olga Mykhalets
Executive creative director: Iryna Pavlova
Creative director: Anna Seniuk
Art director: Olena Horobets
Copywriter: Daria Tarasevych
Designer: Olena Horobets
Music: Igor Bondarenko
Post production: Yegor Kadomtsev
Additional company: Anna Zavertailo Maryna Frolova Yevhenii Stasinevych