Not For Sale

Creative idea

At Expo 2025, Ukraine turned its national pavilion into a social-good platform built around one idea: values are not for sale. Instead of displaying technological achievements, the pavilion presented everyday objects representing freedom, dignity, education, choice and other democratic values. Visitors scanned “price tags” to reveal the human stories behind them and the price Ukrainians are paying to defend them. The idea expanded through partner-country activations, National Day, the Ode of Gratitude, the No Discount Club, cultural collaborations and earned media — transforming a 53 sq. m. pavilion into a global experience of solidarity.

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