ABOUT

Problem
7 million internal refugees in the first six months of the war. Every sixth Ukrainian grabs what’s in reach and runs. Who knows where, who knows for how long. All Ukrainians were forced to either become guests or welcome them. As family members gathered together in one noisy house, all regions of Ukraine flocked to the Carpathians. All those people were very different. With their own customs, habits, scented candles and issues. We used to visit mountains to break out and breathe fresh air. Now - to hide the family and hold your breath. Previously, Go_Karpaty kefir was a spoon snack for traveling tourists. Now a nervous snack for evacuating families.


Idea
The Carpathian Mountains sheltered very different Ukrainians from all corners of the country. The kefir with the same name Go_Carpaty witnessed how people crowded in packed houses, argued and yelled, reconciled and cared. Because we are all different, but at the same time related. As a brand of this region, we wanted to encourage Ukrainians to value each other. That is why we told a story that almost each one of us have experienced. After all, the Carpathians made us recall what it's like to live together with your aunt or grandmother in the same room, how loud your nephew with a violin might be, how annoyed your grandfather gets when people don’t stay quiet. But, most importantly, mountains made us remember what the real home is. Place where everyone is so different, but so familiar. Let it be a small Carpathian hut or our big home - Ukraine.


Decision
Scale the story of the whole Ukraine to the story of one overcrowded house. Story in which almost every Ukrainian will be able to recognise himself. Story in the form of a short cartoon. What is it about? The fact you don't have to be the same to love, you need to simply love and sometimes share. For example, a room or a spoonful of delicious Go_Carpaty kefir.