The advertising campaign of Ukrainian honey, collected from flowers in fields mined by Russian troops, won a prestigious award at the Cannes Lions international creativity competition. The project called “Minefield Honey” received a gold award, informs Minister of Foreign Affairs of Ukraine Andrii Sybiga.
“The Ukrainian context is always unique. Our public diplomacy once again proves that it can take on completely new meanings and formats for the sake of a great goal. The “Honey Minefields” project is one of those examples when creative power becomes the driver of an important social mission. This golden Cannes award, the highest in the international industry and the first for Ukraine, is a significant recognition of the creativity of Ukrainians.”, the minister noted.
According to the general director of Publicis Group Ukraine, Enver Kikava, this victory became historic for the industry. Within the scope of the project, mined lands, temporarily unsuitable for agricultural use, were sown with flowers with the help of drones. Beehives were set up near the roads in these areas, from which honey was then collected. In addition to collecting honey, beehives also served as a means of warning about the danger of mines, because they looked like warning signs.
On the packages of honey, there is information about its origin, as well as a QR code that leads to a fundraising platform for demining Ukrainian territories. The project was implemented with the support of the Ministry of Foreign Affairs of Ukraine.
As a reminder, the “Cannes Lions” festival was founded in 1954 as an event to celebrate the best works in the field of advertising, design and creative communications.
