Not easy but move

idea & production

beans.agency

This was the first Youth Day...

… after Lviv received the status of the European Youth Capital. Our task was to uncover the idea of the slogan and the brand strategy of EU Youth Capital (MSCE) in the advertising campaign: “Not Easy, but Move.”

We understood that feeling tense — that’s the sensation we’ve had most of the time since February 24, 2022. But even when it was tense, Lviv became the European Youth Capital to show the world that our youth are in charge, that it’s not easy for us, but we keep moving anyway.

A classic of Ukrainian literature became a copywriter

The Ukrainian mentality, built on resilience, is a given, so Franko’s words are as relevant today, yesterday, and always. That’s why we decided to channel the spirit of Kamyanar, and it turned out very appropriately.

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Lviv’s new title means only one thing — a start

Lviv’s new title means only one thing — a start. A start to move forward for youth development: globally, on a large scale, confidently, persistently. That’s why the video has constant dynamics, and there’s a tram, because, as we joked in the team: it’s like we’re always riding the tram.

Something happens inside it that makes us want to flee, but we can’t get out. And as soon as the tram stops, it’s only so we can all push it together and keep smashing that rock — even when chaos surrounds us. But we have no other choice.

Even if it's not easy at all, keep moving

The strategy and advertising campaign presentation, of course, took place in front of several hundred young people, because they are the ones who will later move this city and country forward.

And just a few months later, we received our first award — bronze at the ADC*UA Awards for this work. So, yes, we also successfully kept smashing that rock.

Intellias EN