With over 22 years of experience in advertising, working on national and worldwide brands, from which some ended up awarded in international competitions, Iurii Gorbachevskyi is the Creative’s Right Managing Partner. A Universe lover with a sensitive retina and a special gift as illustrator, he is also the author of two children’s book. Below, discover his thoughts on how the creative community can help in times of war, how building on a constructive frequency can lead to better, more impactful results and how we should look for our extended humanity, and not forget about the animals.
WHAT IS THE BEST WAY THE INTERNATIONAL CREATIVE COMMUNITY CAN HELP ITS UKRAINIAN CREATIVE FELLOWS NOW?
It’s time to cooperate. Together we can develop a better world. There are a few insights into how can you help Ukrainians nowadays.
So many families in Ukraine are divided by long-distance even borders. They have not seen their relatives for a month or more. People are missing each other so much. You will say that everyone can connect via the internet or a cell phone, but it’s not. Many old people couldn’t find a way to connect with wifi or recharge their sim-card accounts in foreign countries. So, the message is “Help Ukrainians to connect with home”.
The second insight is that a lot of people from around the world became new families for Ukrainians. People share their homes but also their hearts and souls. After all, Ukrainians will back home, but will never forget the help they have got. So, the message is “Share your home with Ukrainians to get yours in Ukraine”.
The third insight is based on knowing that there are some Ukrainians you could forget. I’m talking about pets and animals in Ukraine. A lot of pets lost their families and became alone on the streets. It would be good to find a way to help them find new families and friends. Also, it’s starving and needs a portion of food. So we also need to find a way to give them the care they need. There is not just one message, but I ask you to find any possible way to find care for them.
ADVICE FOR INTERNATIONAL HEADHUNTERS, RELATED TO UKRAINIAN CREATIVES
The creative market of Ukraine is damaged. This means that thousands of people have lost the opportunity to earn. But it also means that thousands of talented Ukrainians are ready for offers from around the world. We are talented and hardworking, you can rely on us and expect a great result.
Men in Ukraine between the ages of 18 and 60 are conscripts, which means that they cannot leave the country during the war. So, there is an opportunity to relocate women to Western countries, which can save their lives. But agencies and companies can work remotely with men.
The offices of most of the world’s advertising holdings are represented in Ukraine. I urge parent companies to provide them with project work for clients in their countries.
UKRAINE SHOULD BE KNOWN FOR
Brave, smart, and talented people.
AN UKRAINIAN CUSTOM REFLECTING THE BEAUTY OF YOUR CULTURE
When necessary, Ukrainians unite like ants and act as one organism. United we all are getting stronger and more effective.
THE BEST THING ABOUT UKRAINIAN CREATIVITY IS
Not a lot of people in the world know that Ukraine has given the world many talented people, such as Mykola Hohol, Kazimierz Malewicz, Anna Akhmatova; Ukrainian Shedryk, the piece better known in the world as “Carol the bells” was created by Ukrainian composer Mykola Leontovych. The whole world is excited by the Ukrainian authors, even if you don’t know that they are from Ukraine. Because Ukraine is a huge multicultural country with great creative potential we are happy to share it with the world. We are filled with ideas and beautiful minds to create incredibly.
A SAMPLE OF YOUR BEST WORK
At this time, it is very important to remain human, and therefore to help those who cannot protect themselves but need our protection. The ZOOs from Ukraine found themselves in a war zone left without livelihoods. Animals suffer. But here is how could you help them — by buying a ticket or a few to get food for the animals. Here is the website of the Kyiv Zoo. So, I would like to share our work for the Kyiv Zoo, which has received many awards: “Rush to the ZOO” I would also like to share the work on the project, which calls to abandon the use of animals in the circus “Vote Up for a Circus Without Animals”:
A CHILDHOOD STORY THAT ANNOUNCED THE CREATIVE PERSON YOU ARE TODAY
There are two stories. The first is about a boy named Zoryan, who traveled the world in search of the threads of Faith, Hope, and Love for the Towel of Life. And the second story is about an asteroid named Petrus, which saved the Solar System from the Black Comet. I mean the two children’s books that I authored: “A Starry Fairy Tale” and “The Planets Festival”
RECOMMEND AN UKRAINIAN CREATIVE THE WORLD SHOULD KNOW ABOUT
I love these two commercials for the Samsung Note 5 and 8. They are made with love for Samsung and Ukraine by Slava Denis and her team at Cheil:
WHAT IS YOUR CAUSE AND HOW OTHERS CAN HELP?
Our latest work is a children’s counting rhyme, which children teach so as not to be afraid during an air alarm…
HOW PEOPLE CAN FIND YOU IF THEY WANT TO CONNECT WITH YOU?
INTERNATIONAL AWARDS, ACCOLADES & RECOGNITIONS
Effie Awards Ukraine: 2017
Kyiv International Advertising Festival: 2001, 2002, 2003, 2009, 2016, 2019, 2020
Ukrainian design the very best of: 2019, 2020, 2021
AdStars: 2019, 2020
KAKADU Awards: 2009, 2010
Saatchi & Saatchi/Young & Rubicam: ‘Young Creators”, 2003, 2004, 2005, 2007, 2008
Book of the Year ВВС: 2011, 2014
Lviv’s International Children’s Book Forum: 2010
Published on Luerzer’s Archive: honorable publication Best Ads and Advertising Campaigns of the Week – AdForum Top 5 Worldwide