To raise humanitarian relief for war torn Ukraine, we drew inspiration from President’s Zelenskyy’s powerful plea to the world to “Feel this: What we feel every day.” And we forced people to imagine what it would feel like, firsthand, to experience those ravages of war by transforming images of their own familiar hometown into a barely recognizable, battle ruin.

QR codes, anchored by Zelenskyy’s call to action, transport users to a web-based experience that allow them to toggle between a familiar hometown landmark and what that scene could look like after the devastation of war.

And as the impact of that jarring experience takes hold, those users are immediately prompted to contribute to the cause, just as they are truly feeling what they feel in the Ukraine.

The omni-channel campaign includes integrated digital, TV, traditional and digital OOH, and a social media crusade championed by an army of influencers.

With each passing day, the need for humanitarian aid grows in urgency. So, defying typical production timelines, the campaign launched just under six weeks after Zelenskyy’s speech.