ODESA DECOLONIZATION SIX-MONTH PROJECT COMPLETED WITH THE ADVERTISING CAMPAIGN
Six-month “Odesa Decolonization” project, initiated by Odesa Business Club, was aimed to identify and study myths about Odesa, the perception of the city, and hold open discussions about the history, culture, education of Odesa, and the vision of the city on the world map.
TABASCO agency was part of the working group of the Odesa Decolonization team, took an active part in all events, was engaged in strategy development, presented the results of sociological research on the perception of Odesa, and developed a communication campaign that completed the project.
Yevhen Chikalenko was selected as the project ambassador. He was a Ukrainian businessman, philanthropist, public figure from Odesa, who lived in Ukraine in the 19th and 20th centuries. His image was reproduced with the help of AI. Yevhen appealed to Ukrainians and drew parallels between the times of the Ukrainian People’s Republic and modern Ukraine, debunking imposed myths about Odesa.
The campaign was warmly received in social networks, received many positive reviews, was announced on the country’s largest screen in the Gulliver shopping center and received a lot of PR coverage, including the popular morning show “Breakfast with “1+1
