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    Freedom guards

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    idea & production

    beans.agency

    together with

    ТВОРИ!

    Not on the first try, as we initially planned, but it finally happened. (The first case –  learn more here) And we are proud because this victory is truly unique—never before has a city from a country at war won this title.

     It’s 2022. The full-scale war is at its peak, and the title of Youth Capital feels far from a priority.
     But the TVORY! team thought:
     “If we have the chance to speak on the international stage about the challenges facing Ukrainian youth — why stay silent?”

    So we started to speak up, take action, and prepare. We decided to show the world the Freedom Guards.

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    They can cut off our electricity, but we still see who the real enemy is. Missiles and drones target us daily. We face bombings, fear winter without heat, homelessness, and the loss of loved ones. But we keep fighting because freedom runs in our blood.

     

    Each of us is a freedom guard.
     Everyone who continues to defend, work, volunteer, create… live.

    That’s why we realized that all of Ukraine deserves to be the European Youth Capital — because only our youth can feel fear but refuse to be afraid. No matter what.

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    This was the message of our video, our speech, our entire campaign. It’s hard to call it a promotional video because every frame was real. Every person played their actual role, doing what they do every day, living their lives in wartime. Just as it is.

     

    After the victory, we developed the visual identity, crafted the brand strategy, and launched the promotional campaign for Youth Capital. Learn more here.

    Team:

    Thanks for the support:

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