Galychyna: Lots of questions

Creative idea

Our media data showed that covering one big city properly takes around 50 billboards. We had six cities and nowhere near six times the budget. So instead of running one message over and over, we wrote 100 different ones and made every single billboard pull its own weight. Before booking a spot, someone actually walked the street, looked at what was around it, found what was odd or funny about the place then wrote the question for that exact spot. The numbers game turned into a word game: 100 spots, 100 local questions, one yogurt.

Brand name: Galychyna
Advertiser / client: Galychyna
Product / service: creative campaign
Campaign name: Galychyna: Lots of questions
Agency network: INDEPENDENT AGENCY
Agency: Bickerstaff.756, Kyiv
Production company: Bickerstaff.867
Agency chief executive officer: Illia Anufriienko
Art director: Daria Filipenko
Copywriter: Oleksii Yatsura
Designer: Vlad Minchev, Dmytro Kifuliak
Strategic planner / strategist: Masha Kochurenko
Pr director: Daria Pedchenko
Film production: Bickerstaff.867
Director: Illia Anufriienko
Music: Roman Hrynkiv
Agency producer: Maria Petrenko
Post production: Anna Lozinska, Mykhailo Volkov
Additional company: Kateryna Barbalat (Creative Group Head); Anna Tsiurko (Chief Operation Officer); Yurii Kovalenko (Voice); Dmytro Kutniak (Sound Designer & SFX); gur-gury (Sound Studio); Olena Poliakova (Client Marketing Director); Yuliia Serhieieva (Client Brand Manager); Khrystyna Kopylchak (Client PR Manager)