Communication campaign for Veres and 1+1

We are not offering yet another historical project (for some reason, everyone believes that such projects should elevate national consciousness) or a project about Great Ukrainians. We will tell a story about us—ordinary, everyday people. And that is precisely what makes it valuable.

CLIENT

Veres is a leading national brand of fruit and vegetable preserves, highly valued for its homemade taste not only in Ukraine but beyond.

The unique nationwide TV project we propose for TM Veres aligns perfectly with its key message: “Tastes Like Home.”

CHRONICLE OF LEGENDARY UKRAINIAN RECIPES

DEDICATED TO THE GUARDIANS OF NATIONAL TRADITIONS…

PROJECT

A series of short documentary essays (2–2.5 minutes) dedicated to the preparation of various Ukrainian dishes. These television sketches can be titled simply: “Varenyky,” “Borshch,” “Mlyntsi,” “Kutia,” “Halushky,” etc.

No commentary—just pure storytelling through visuals, artistic editing, and a carefully crafted sound design. The atmosphere will be enriched with sounds of nature, farm animals, folk singing, and the raw, authentic sounds of kitchen tools and ingredients coming to life in the cooking process.

Why do varenyky turn out differently for different cooks, even when using the same recipe?

Of course, there’s a rational explanation—different water, flour that’s not of the highest grade… But that’s not the main thing! Sometimes, even with ordinary water and lower-grade flour, the varenyky turn out absolutely irresistible.

Because the real secret lies in the irrational—in the cook’s energy, the softness of their hands, their mood, the season of the year, the view outside the window, and, most importantly, the song being sung during the process.

As the central visual symbol, we present an ancient BOOK, stylized as a chronicle, bound in an ornate cover reminiscent of the most treasured folios of Ukrainian heritage.

In essence, our project represents individual pages of this chronicle—seemingly randomly chosen chapters dedicated to legendary recipes that have stood the test of time. Recipes with a capital “R”.

Moreover, the image of the BOOK conveys a sense of wholeness and grandeur, adding depth and significance to the project, despite its short-format nature.

RESULT