Pomegrenade: Brewed to Explode

Creative idea

Pomegrenade turned an everyday cup of tea into a fundraising mechanism. Its Ukrainian name, Гранатомед (Granatomed), combines pomegranate, honey and grenade launcher in one word. The idea was built on accumulation: hundreds of pomegranate seeds, thousands of honeycomb cells, and thousands of small contributions coming together to create something powerful. Sold on trains, in the railway app and online, every set contributed 10 UAH to the fundraiser. From packaging and animation to live events and artist collaborations, the campaign made collective action tangible, warm and easy to join.

Brand name: Comeback Alive Foundation, Ukrainian Railways, Gemini
Advertiser / client: Comeback Alive Foundation, Ukrainian Railways
Product / service: Pomegrenade charity tea set
Campaign name: Pomegrenade: Brewed to Explode
Agency network: INDEPENDENT AGENCY
Agency: Postmen, Kyiv
Web address: https://savelife.in.ua/hranatomed/
Agency chief executive officer: Olena Vedmid
Chief creative officer: Olga Mykhalets
Art director: Mariia Romanchenko
Copywriter: Volodymyr Oleshchenko
Additional company: Account Manager – Anzhelika Horovenko Motion Designer – Vlad Kalenskyi Sound Designer – Igor Bondarenko Producer – Olga Mykhalets