Advertised product: The National Ukrainian Post Service
Name: UKRPOSHTA Emotions Delivery
Agency: Saatchi & Saatchi Ukraine
Idea
Eurovision song contest was always open for everyone but not for hard of hearing people. They see the picture, but can’t hear music, can’t feel its emotions. We want to deliver emotions and to give to hard hearing people the opportunity to evaluate all songs and to take part in the voting process. We have created a sign language music video. The first time in Ukraine a song performed by a Ukrainian participant in Eurovision was adapted into sign language and performed artistically by a deaf actor. The response was instant. In only two days over 120 resources and media wrote about us. Main Ukrainian TV-channels showed the video. We received over 100 million of impressions. But it was only the beginning. We’d made a website where everyone could create a sign language music video with other Eurovision songs. In the broadcasting day, we’ll synchronize these videos with the event live-translation. That even hard hearing people could enjoy songs and vote for them.
Credits
Saatchi & Saatchi Ukraine, Creative Director: Kosta Schneider
Saatchi & Saatchi Ukraine, Head of group / Copywriter: Sergey Beloshitsky
Saatchi & Saatchi Ukraine, Art Director: Eugene Zvenigorodskiy
Saatchi & Saatchi Ukraine, Account Director: Elena Tarasyuk
