Summer 2015. IDS Ukraine launches the “Mirgorodska Lagidna” campaign. The problem is obvious: young people simply don't watch television.
So we invited them not to watch the ad but to mock it — to make their own coubs out of it and post them on their own pages.
Thousands of young people filled their feeds with coubs made from the client's advertising. Voluntarily.
The brief sounded academic: “create a youth communication platform for the brand”. What came out was “TypicalZombie” — a meme about office workers running on empty, which spread through the feeds on its own, without a single hryvnia of paid seeding.
Mineral water suddenly started speaking the language of subcultures, and the page gathered 30,000 followers who came for the mood, not for discounts. We already knew back then: a brand without self-irony is just a label.
We also built the “Wow Effects” contest landing page with an online poster builder: you make your own, share it with friends and enter the draw.
The second run: 2023–2025. Grown-up and production-led: full-cycle social media, label design concepts, marcom support, and work in the Meta ad account under the platforms’ new rules.
One of those cases where the agency grows along with the brand. Clients coming back is the best metric we know.
