The Carol for Charity won a Silver Lion award at the Cannes Lions International Festival of Creativity 2023
Additionally, the project made it to the shortlist in four categories: Radio & Audio (Use of Music), Radio & Audio (Audio Led Creativity), Entertainment Lions for Music (Use of Licensed / Adapted Music), and Mobile (Mobile Social / Social Purpose).
Ahead of Christmas 2022, Saatchi & Saatchi Ukraine team, in collaboration with the Ministry of Foreign Affairs of Ukraine and the NGO BRAND UKRAINE, has reimagined the familiar lyrics of "Shchedryk" by Mykola Leontovych, transforming it into "Carol for the Charity." The song reflected the current wartime reality and Ukrainians’ emotions and urged its listeners to use Shazam and contribute towards the needs of Ukrainian children.
The carol was performed by Taras Topolia, the frontman of the Antytila band, the G. Veryovka Ukrainian National Honoured Academic Folk Choir, and the children's choir ensemble "Zernyatko" amidst a massive Russian missile attack on Kyiv in November 2022. The new version of "Shchedryk" premiered in December and then performed live on national television in the presence of President Volodymyr Zelenskyy. Later on, it was played on 22 radio stations across 11 countries.
The video case is available via the link.
Visual: Saatchi & Saatchi Ukraine