Leo Burnett and Performics Ukraine urge to 'Call war war'

The agencies ask the world to use the right language when referring to the war in Ukraine

Apr 21, 2022 08:54:00 AM | Article | Campaign UK Team Share - Share to Facebook

Created by Vlad Minchev and Anatoliy Davydov, the "Call war war" project is a series of hard-hitting stills highlighting how people have become prone to using words like "conflict" and "crisis" to describe the war in Ukraine.

Using this language fails to capture the severity of the situation and sugar-coats the truth. This project tells the rest of the world to cut through the flowery language and call war what it is: war.

Harrowing images of the war are used to convey what many are experiencing in Ukraine with copy like: "You don't call it fireworks. Call war war." 

Credits

Agencies: Leo Burnett Ukraine & Performics Ukraine
Senior copywriter: Vlad Minchev
Creative director: Anatoliy Davydov

(This article first appeared on CampaignLive.co.uk)

RELATED ARTICLES

Spotify tunes its listener’s mood

9 months ago| video

Spotify tunes its listener’s mood
Ranveer Singh is a real Sleepyhead in the bedroom

10 months ago| video

Ranveer Singh is a real Sleepyhead in the bedroom
BBH's Arvind Krishnan and Leo Burnett's Prajato Guha Thakurta launch Manja

10 months ago| article

BBH's Arvind Krishnan and Leo Burnett's Prajato Guha Thakurta launch Manja