Every year, the largest manufacturer in Ukraine «Concrete by Kovalska» launches Christmas activation. But this time our lives changed completely. On February 24, 2022, Russia launched a dreadful, full-scale war against Ukraine. Since that time, it has been doing everything possible to take away freedom, happiness, and joy from Ukrainian adults and children. So, our first goal was to bring the Christmas mood back.

From the very first minutes of the attack, the enemy faced powerful resistance the world had never seen. Every Ukrainian did what he or she could. Everyone in the world contributed what they could.

«Concrete by Kovalska» provided 11,000 concrete blocks to protect our cities from enemy tanks and other military vehicles.

Over time, when Kyiv region was liberated, these blocks were removed from the roads to the sidewalks. They will remain there until Ukraine wins.

But that doesn't mean they can't do something useful now.

Since December, 19 2022 to January, 19 2023 all ten characters stood on the central streets of Kyiv. Did you come across one? Scan the QR to get to our website. There you can read the story of each character you found and take part in the quest. And if you joined the online game and hunted down all the characters, you could win a holiday present.

All ten of our characters have been well received by people. Despite the stress because of the war, the feedback was 100% positive. In one month we got more than 200 000 000 contacts. Total earned media reach 28 600 000. And all of this with a media budget of €0. But most importantly, we managed to bring joy to children. And we showed that no matter how dark the times are, light always wins over darkness, and good always wins.

On Feb 24, 2022, Russia launched a full-scale war against Ukraine. Since that time, it has been doing everything possible to take away freedom and joy from Ukrainian adults and children. The largest manufacturer «Concrete by Kovalska» provided 11,000 concrete blocks to protect our cities from enemy tanks. When Kyiv region was liberated, these blocks were removed from the roads to the

sidewalks.

On Feb 24, 2022, Russia launched a full-scale war against Ukraine. Since that time, it has been doing everything possible to take away freedom and joy from Ukrainian adults and children. The largest manufacturer «Concrete by Kovalska» provided 11,000 concrete blocks to protect our cities from enemy tanks. When Kyiv region was liberated, these barriers were removed from the roads to the sidewalks. We turned them into holiday characters to bring the Christmas mood back to our children. Each of them had its own name and story, which helped to overcome childhood traumas received during the war – fears of darkness, explosions, forced displacement, etc.