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Creativity Ad of the Day AdFreak Beer & Spirits Cannes Lions The Creative 100
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Creativity
Creativity Ad of the Day AdFreak Beer & Spirits Cannes Lions The Creative 100
Diversity, Equity and Inclusion PSAs


UKRAINE


FROM THE EDITOR: UKRAINE'S CREATIVE RESISTANCE


ADWEEK'S SPECIAL ISSUE, STAFFED ENTIRELY BY THOSE DISPLACED BY WAR, IS ABOUT THE
FUTURE WE'LL BUILD TOGETHER

Hanna Rudenko is the lead editor of Adweek's special Ukraine issue.Illustration:
Maria Oz
By Hanna Rudenko

4 days ago

The following article is from Adweek’s special issue “On Ukraine, by
Ukrainians,” published April 25, 2022, and created entirely by Ukrainian
writers, editors and artists amid the ongoing all-out war in their homeland.

The past two months have thrust me into a wild storm of emotions and thoughts.

I swung from feeling completely lost in the first hours of russia’s (yes, in
lowercase only) all-out war to becoming enraged when my hometown got its first
missile strike. From feeling helpless in the sieged city to growing hopeful when
a family, who I barely knew, offered me and my wheelchair some space in their
car to escape. From staring into the abyss while under air attacks to peeking
into the future once I reached a safer place.  



This war has rewired us. Along with physical and emotional wounds to heal, we
will experience even more profound inner transformation. It will take years, if
not decades. Our world has shattered into pieces, but we want to put each one of
them together again, remaining aware of why this unprovoked war was even
possible and what helps us hold our heads up high. 

To restore our world, we do need to tap into our true values, which sustained us
through the centuries and helped us live our lives, no matter what. These
authentic qualities must be in real focus because once something is highlighted,
it becomes more powerful and resourceful. 

As Ukraine and its creative power have become the theme of this issue, it was a
consistent decision to zoom into the fundamentals of the Ukrainian mindset that
explain our identity and its creative side, too. My team’s aim is to show the
virtues we have in plenty and can offer globally. 



In this issue’s opening piece, we focus on the key elements of our cultural
canvas. It’s followed by an overview of the Ukrainian creativity-powered
advertising and communications scene, which has been in bloom since 2014’s
Revolution of Dignity. This offers an insight into what really formed our
creative approach.

The war is not the topic of this issue. Still, it is a major factor influencing
our reality.

So we, who also witnessed the invasion, asked some creative minds to share how
they are experiencing the war and picture their future as we tried to discover
their formula of balancing life with war challenges. As it turns out, fight does
ignite and inspire, too. So, we also approached creatives who are applying their
talent to fuel the creative resistance and make it grow.



We can’t predict how things will be. No one can. But we do know that there can
be no next steps without true collaboration and integration. Creative
industries, from design to video production, jump to the forefront of this
process. Despite the turbulence, strong professionals are ready to tap into new
ventures with teams from abroad. New bold projects and compelling briefs are
what they are looking for right now, even with the air-raid sirens in the air.

Continue reading

And finally, what will help Ukrainians stay unbreakable and brave? To me, it is
independent education. As an editor of a magazine at the Ukrainian online
creative school, SKVOT, I have observed how education empowers talents and helps
them leverage the opportunities the new world offers. The power of knowledge
never fades away.

And now, I eagerly invite you to open this issue, created by Ukrainians about
creative Ukraine, to explore it from the inside, feel its heartbeat, and hear
its voice. Our voice. 



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This story first appeared in the April 25, 2022, special issue of Adweek
magazine, created entirely by Ukrainian writers, editors and artists.


HANNA RUDENKO

Hanna Rudenko, lead editor of Adweek's special April 2022 Ukraine issue, is also
editor in chief at SKVOT MAG, an online journal of Ukraine's SKVOT creative
school. The school focuses on uncovering the essence of creative industries and
creating practice-infused content for students

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