Yes I am Ukrainian - Chernigivske | Clapboard Ad Archive
Chernigivske’s Yes I am Ukrainian, created by Grape Ukraine for the Food & Drink market category in 2012, activated a wave of national sentiment by turning everyday Ukrainians into the campaign’s central protagonists through a Facebook-based interactive book that doubled as a public stage for citizens to declare their personal perspectives on identity. Departing from the conventional storytelling arcs or overt product placement often seen in Alcoholic Drinks marketing, this campaign strategically cast the spotlight on user-generated content, inviting participants from across Ukraine to join a living digital documentary fueled by their own voices. By constructing the platform around real individual statements, the agency enabled collective ownership of the narrative, reinforcing both social proof and emotional authenticity at a crucial stage of Ukrainian self-definition, and creating a natural affinity between the brand and its audience without direct persuasion. The project’s mechanics—built around what Clapboard’s taxonomy would classify as FORMAT#10—Associated User Imagery—relied on relatable profiles and unscripted declarations, turning the campaign into a canvas for national dignity rather than a branded monologue. While the brand took a backseat as narrator, the depth of interaction and the focus on user imagery positioned Chernigivske not just as a beverage but as a catalyst for public expression and unity, marking a notable divergence from the typical product-centric logic of the category. The digital-first approach and the invitation for mass authorship underscored a shift in agency-client collaboration, where the population, not the agency, authored the bulk of the creative output, and the campaign video anchored this expression as a record of the larger movement. Clapboard rates this 63/100. This campaign matters because it demonstrates how a brand in the Alcoholic Drinks sector can drive relevance by empowering its audience to shape the narrative in their own words, bridging digital participation and national identity at scale.
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