Taxes are action
- Creative
- Complex creative Campaign
- Video&photo production
- Media materials
Context
The full-scale war has completely reshaped the structure of government spending. Defense, military medicine, and emergency services are now funded primarily through taxes.
Problem
Even now, many Ukrainians see tax evasion as a small thing — something that “doesn’t really change anything.”
The uncomfortable truth is: it does. And the impact is significant.
Idea
Taxes protect. In a series of three one-take videos, we recreated moments from the daily lives of soldiers, medics, and rescue workers — replacing everything they rely on with the word “taxes.” From ammunition to medical equipment and fire hoses, every essential tool was shown as something made possible by taxes.
A simple and honest way to say this: our heroes are able to protect us thanks to our shared contribution.
Taxes protect. Contribute your share.
To strengthen the emotional message, we added RTB with real numbers — this year’s budget expenditure figures.
Because taxes are our basic contribution to helping the country stand strong.
