Entries

Name

Local bar against national shame

Advertised product

Gastro-bar Rebra&Kotlety

idea

When Champions League Final came to Kyiv, we’ve lost our best feature - hospitality. There were only money and profit in minds. Owners of the apartments canceled reservations to resell it more expensive later. B&B prices increased in 50-60 times. The biggest European media wrote about Ukrainian’s greediness. The Liverpool FC officials appealed to UEFA to ask help in dealing with crazy prices for housing in Kyiv. It was a national shame! To earn back our reputation of hospitable nation, gastro-bar “Rebra & Kotlety” decided to lose money. We transformed gastro-bar into a free hostel for European fans and listed it on Airbnb. Day later fans have booked all beds in our Hostel-Bar. On May 26, they arrived in Kyiv. “Rebra & Kotlety” became the headliner of national TV and online media. We received over 100 million impressions. Local bar became the pride of the whole country. Hospitality pushed the greediness away from media titles. Sometimes you should lose in some money to get more valuable thing.

credits

Saatchi & Saatchi Ukraine, Kosta Schneider, Creative Director Saatchi & Saatchi Ukraine, Sergey Beloshitsky, Head of group/Copywriter Saatchi & Saatchi Ukraine, Oleksiy Tertyshnyk, Illya Bondar, Art Director Saatchi & Saatchi Ukraine, Account Manager: Marina Kondriyanenko Saatchi & Saatchi Ukraine, Daryna Vladimirova, PR Manager Publicis Groupe, Yulia Meduna, PR Coordinator Publicis Groupe, Dmytro Grushevsky, Business Development Director