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Ukraine's 672 Hours That Reframed a Nation at War
"672 HOURS: A MONTH OF WAR" is a March 2022 Ukrainian public service film created by Senate Agency, Kyiv, that reframes the first 28 days following Russia's full-scale invasion as a single unbroken day — a poetic and political declaration that ordinary life had been replaced by one collective national mission.
The campaign launched in Ukraine against the immediate backdrop of February 24, 2022, the date Russia launched its full-scale invasion, a moment that restructured every aspect of civilian existence overnight. Rather than cataloguing destruction, the film adopts the perspective of Ukrainian civilians who have lost the ability to plan beyond the next 24 hours, yet continue to act: standing in pharmacy lines, caring for abandoned animals, sending money to soldiers, keeping children warm, and waiting for the three words confirming a loved one is safe. The central conceit — that the four weeks since the invasion constitute a single day of 672 hours — transforms a calendar measure into an emotional one, expressing the collapse of normal time that wartime imposes on an entire population.
In Ukraine, where the advertising and media ecosystem was in acute crisis by March 2022, this campaign operated not as commercial communication but as an act of national testimony. Senate Agency, co-founded by Nata Lesko, Roman Kondratiuk, and Sergii Lesko, framed Ukraine itself as the brand and the entire citizenry as both audience and protagonist. The campaign's sole media asset is a film, submitted to the archive approximately three years ago and documented with 1,054 views and four likes at the time of capture. It was recognised with a Bronze award in the Film category under the Positive Change — StandWithUkraine programme at the 2022 Kyiv International Advertising Festival, as reported by the festival's own records, and was additionally shortlisted in the Social Media and Influence and Local Solution categories. Clapboard's editorial score for this work is 63 out of 100.
Senate Agency identified a single governing insight: war does not merely destroy infrastructure, it destroys the future tense. Ukrainians in March 2022 could no longer book a haircut, schedule a gym session, or buy concert tickets — not because those things were unavailable, but because the mental horizon had contracted to the present moment. The campaign transforms that contraction into a source of collective pride rather than grief, positioning the inability to plan as evidence of total national commitment to a single shared objective: freedom and victory.
The strategic context inside Ukraine was extreme. Television direct advertising in the country declined approximately 80 percent during 2022, television sponsorship fell approximately 87 percent, print advertising dropped approximately 79 percent, and radio fell approximately 61 percent, according to data reported by Journals Prz Edu Pl. Ukraine's total advertising and media market registered approximately UAH 36.7 billion in 2022, a figure the same source notes is not directly comparable with prior years given that the full-scale invasion began on February 24, rendering the first two months of the calendar year effectively pre-war. In this environment, paid media placement was neither the primary vehicle nor the primary objective; the film was designed to circulate on social platforms and to function as a cultural artefact of the moment.
Competing wartime communications from Ukrainian institutions in the same period included work from the Ministry of Digital Transformation — whose Diia platform became a vehicle for civil information — as well as internationally amplified campaigns from Brand Ukraine, which according to Brandukraine Org Ua was focused on projecting national identity outward to international audiences. Senate Agency's work occupied a different register entirely: it spoke inward, to Ukrainians themselves, affirming their experience rather than explaining it to outsiders. That distinction is the campaign's clearest strategic differentiator.
The creative execution of "672 HOURS: A MONTH OF WAR" relies on language as its primary medium. The film deploys a voiceover monologue — spare, first-person plural, and precisely observed — that moves through the textures of civilian wartime life without sentimentality or abstraction. Every image the copy conjures is domestic and specific: a pharmacy queue for L-Thyroxine, an unattended pet, a food delivery order that no longer exists as a priority, a text message reading "I'm safe". The cumulative effect is less advertisement than literary document, closer in register to wartime journalism than to conventional public service filmmaking.
Creative direction on the campaign was led by Yaroslav Lerman, with creative contribution from Yana Levytska, both working within Senate Agency's Kyiv operation. The decision to anchor the film in the civilian rather than the military experience is a significant craft choice: it acknowledges combat without aestheticising it, and it draws the audience — Ukrainian citizens living through the same 672 hours — into the position of co-authors rather than passive viewers. The tagline structure, building from small personal acts to the declaration "our plan is freedom and victory," follows an ascending rhythm that gives the film its emotional architecture.
The production was delivered as a single media asset, which is consistent with both the resource constraints of wartime Kyiv and the creative philosophy at work: multiplicity would dilute the effect. Senate Agency, co-founded by Nata Lesko alongside Roman Kondratiuk and Sergii Lesko, has been noted by Creative-Stories Com Ua as among the Kyiv agencies that continued operating and producing public-interest work through the active phase of the invasion. The restraint of the execution — one film, one voice, one month — is itself a formal argument about focus and resolve.
The campaign earned a Bronze award in the Film category under the Positive Change — StandWithUkraine programme at the 2022 Kyiv International Advertising Festival, and received shortlist recognition in both the Social Media and Influence and the Local Solution categories at the same festival. These results, recorded in the festival's own documentation, represent the most substantive verified performance indicators available for this work.
Archive engagement at the time of capture stood at 1,054 views and four likes, with no comments recorded. No trade press coverage of "672 HOURS: A MONTH OF WAR" is documented in Campaign, Ad Age, Adweek, The Drum, or Contagious, and no verifiable social media reaction has been documented on Twitter/X, Reddit, LinkedIn, or YouTube. These absences are partly explicable by context: the campaign was produced and released in Ukraine during the acute phase of the invasion, when international advertising media attention was focused on the military and humanitarian situation rather than on creative industry output. The domestic Ukrainian media ecosystem was itself severely disrupted, with digital and internet advertising in Ukraine also contracting sharply during 2022, according to journals.prz.edu.pl.
Structurally, the campaign's effectiveness rests on its function as testimony rather than persuasion. It was not designed to change behaviour in the conventional advertising sense; it was designed to name and dignify what millions of Ukrainians were already living. By that criterion, its creative ambition is clear, even where quantitative reach data is limited. Clapboard scores this campaign 63 out of 100, reflecting strong conceptual clarity and a credible emotional register, balanced against limited documented distribution and the absence of verifiable public engagement beyond festival recognition.
"672 HOURS: A MONTH OF WAR" is a public service film created by Senate Agency, Kyiv, for Ukraine in March 2022. It reframes the first 28 days of Russia's full-scale invasion as a single unbroken day, using civilian voices to express national survival, mutual aid, and the collective goal of freedom and victory.
Senate Agency, a Kyiv-based creative agency, produced the campaign. Creative direction was led by Yaroslav Lerman, with creative contribution from Yana Levytska. The agency was co-founded by Nata Lesko, Roman Kondratiuk, and Sergii Lesko, all of whom are named in the campaign's production credits.
The campaign won a Bronze award in the Film category under the Positive Change — StandWithUkraine programme at the 2022 Kyiv International Advertising Festival. It was also shortlisted in the Social Media and Influence category and the Local Solution category at the same festival.
Ukraine's advertising market was in acute crisis in March 2022. Television direct advertising declined approximately 80 percent during 2022, according to journals.prz.edu.pl. Senate Agency produced "672 HOURS: A MONTH OF WAR" within this severely disrupted environment, targeting Ukrainian citizens through social platforms rather than conventional paid media.
Clapboard scores "672 HOURS: A MONTH OF WAR" 63 out of 100. The score reflects strong conceptual clarity and a credible emotional register grounded in real civilian experience, balanced against limited documented distribution reach and the absence of verifiable public engagement metrics beyond festival recognition.
Unlike Brand Ukraine's internationally focused identity campaigns, documented by brandukraine.org.ua as directed at foreign audiences, Senate Agency's film spoke inward to Ukrainian citizens. It affirmed domestic civilian experience rather than explaining the conflict to outsiders, making it a rare example of wartime public service communication designed for internal national solidarity.
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