Client

Toyota Ukraine

Year

2019

WHAT’S WRONG

If you are young and brainy enough, you have most likely had this thought at one time or another: «It’s time… It’s time to move out of this country.»

Young professionals see no future in Ukraine. For them, it’s not a place for business or innovation. It’s a place to leave. They tend to look for somewhere better to use their brainpower. As a modern tech brand, Lexus couldn’t stay on the sidelines.

 

SO WHAT DO WE DO

We admit that things might not be exceedingly easy here. But this is not a tragedy.

To show a more optimistic side of the situation in Ukraine, Lexus created Novator.

It’s an inspiring project in collaboration with entrepreneur, producer and influencer Maksym Bakhmatov, demonstrating that genuine success is possible here.

With the help of prominent and unique guests, we motivate viewers to start something new and stay in Ukraine. And, eventually, buy a Lexus NX – a car for the forward-thinking.

HEY, I’M MAKSYM BAKHMATOV

We launched a campaign consisting of a series of YouTube interviews hosted by Maksym Bakhmatov. Billboards, pre-rolls, print ads and digital banners acted as trailers for the YouTube show.

Everyone can watch and listen to great Ukrainian inventors, engineers and entrepreneurs tell the stories of their lives and achievements.

GIVE US MORE

Brain drain is the topic of the hour in Ukraine. So, people appreciated Novator.

The show has earned more than 600,000 views in just 6 episodes.

And we haven’t even finished shooting all planned episodes.

So, yes, that just proves our point once again.

It’s time to start something yourself and stay in Ukraine.