The multichannel “Ukraine Stands Because the Infantry Stands” campaign, featuring a flash mob by Ukrainian brands. It received two Silver Effie Awards in 2025 and reached more than 18 million people.
The campaign transformed Infantry Day from a ceremonial date into a day of genuine gratitude to infantry soldiers. We launched the multichannel “Ukraine Stands Because the Infantry Stands” campaign, bringing together the Defense Forces, the state, businesses, opinion leaders, and society. We developed an adaptable slogan that anyone could integrate with their own brand or tagline, because everything in Ukraine stands thanks to the infantry standing at the front line. Nova Poshta, for example, used the message “Tomorrow Exists Because the Infantry Stands,” while Work.ua used “Everything Is Possible Because the Infantry Stands.” The campaign video showed how different countries and cities can continue to stand peacefully only because Ukrainian infantry stands firmly on the frontline.
The project received two Silver Effie Awards in 2025, one of the most prestigious awards in marketing communications.
Reach:
7.5 million in one day
12 million in one week
On Infantry Day itself, the number of messages expressing gratitude increased 25-fold, reaching 11 million.
Total reach: 18 million+
