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Nobody ever gets used to war. Watching your country go from a peaceful place to one of destruction and death is devastating. But those from Ukraine know that life goes on, even if it means standing up for what is right in the face of extreme adversity.
The staff at Bickerstaff.734 has remained focused and defiant in the face of Russia’s ongoing invasion of their country. Last year, the agency talked with ADWEEK about what life was like one year into the invasion. The stories ranged from bleak (having to work from a bomb shelter) to inspirational (numerous pro-Ukrainian campaigns).
Unfortunately, one year later, the fighting shows no signs of stopping as the Russian regime continues to wage an unlawful war against its neighbor.
Veronika Selega, CEO at Bickerstaff.734, talked with ADWEEK about the state of the agency and how it continues to put out creative campaigns to help inspire its countrypeople, as well as doing work for clients that continues the agency’s drive to create smart campaigns that boast “Ukrainian creativity.”
The agency, which has offices in Kyiv and Portugal, has plans to survive and thrive in the years to come, as well as to enter the U.S. market in the next two years.
Q: What does this two-year anniversary of the Russian invasion mean to you and your agency?
A: Everything around us has changed, but our unity has only gained strength. We have grown from 15 people last year to 26 today. We have a lot of work—meaningful work in Ukraine and all over the world. War is a big challenge for everyone, and that is why we have made our choice—to continue to do our best and stay strong, together.
Q: How do you stay strong and focused as the invasion continues?
A: Every human can adapt to unusual circumstances, especially if it is known what the goal is. We love our country, respect our history and cannot imagine the future without our sovereignty. It means that we will do what we do best. War needs every person to be focused. If you can’t, it means that you lose fast. We don’t have an option to lose.
Q: What does it mean to create campaigns that make a difference to your country’s people, as well as your clients, to help keep hope alive?
A: The Ukrainian market has changed a lot. It is hard to imagine a modern client who is not thinking of the social impact. So, classy advertising is not profitable for our market now. That’s interesting because even in classical retail, developers need a social impact. It’s cool, and we love it because it has the potential to develop not only conservative clients, but the whole country in general.
