Campaign UK
Apr 21, 2022

Leo Burnett and Performics Ukraine urge to "Call war war"

The agencies ask the world to use the right language when referring to the war in Ukraine.

Leo Burnett and Performics Ukraine urge to

Created by Vlad Minchev and Anatoliy Davydov, the "Call war war" project is a series of hard-hitting stills highlighting how people have become prone to using words like "conflict" and "crisis" to describe the war in Ukraine.

Using this language fails to capture the severity of the situation and sugar-coats the truth. This project tells the rest of the world to cut through the flowery language and call war what it is: war.

Harrowing images of the war are used to convey what many are experiencing in Ukraine with copy like: "You don't call it fireworks. Call war war." 

Credits

Agencies: Leo Burnett Ukraine & Performics Ukraine
Senior copywriter: Vlad Minchev
Creative director: Anatoliy Davydov

 
Source:
Campaign UK

Related Articles

Just Published

4 hours ago

WPP's Mark Read sees pay package surge

The holding company's resurgence has resulted in a near-doubling of Read's compensation.

4 hours ago

Mango and other ‘masstige’ brands shutter after ...

Counting their losses in China, affordable fashion and beauty brands are recalibrating their business strategies and turning to the US for expansion.

5 hours ago

The We ❤️ NYC campaign which didn't get much love

Brand creatives and New Yorkers alike wonder who truly owns a mark that’s become emblematic of the city itself.

5 hours ago

Mullen Lintas ropes in Meta's Ram Jayaraman as CCO ...

The creative strategist of Meta takes on the role previously held by Garima Khandelwal, who has moved on from the company.