ETNODIM loves experiments, unlike other embroidery manufacturers who appeal to ancestry and old ceremonials, using trivial Ukrainian symbols. Knowing the audience and a proper communication focus were a few things the brand lacked.
Instead of being «the best vyshyvanka brand in Ukraine», we suggested a more ambitious goal: to become «the favorite brand of Ukrainians worldwide». As a result, we wondered what it meant for modern Ukrainians to wear embroidery on Vyshyvanka Day or any other day. What does this imply for us? What are we communicating to the world?
Etnodim.
That’s what
my vyshyvanka
is all about
Brand strategy, Ad campaign
Vyshyvanka is a casual name for the embroidered shirt in Ukrainian national costumes. ETNODIM is a Ukrainian brand that has been creating stylish vyshyvankas since 2001. Their specialty is combining modern ethnic motifs with folk traditions.
Why do we wear vyshyvanka?
Looking for a couple
Good news sign
The link between earth and heaven
NEW TIMES, NEW SYMBOLS
A long time ago, Ukrainians gave each symbol of embroidery its meaning. For example, a diamond with a dot in the middle symbolized a sown field, and a horse stood for healthy cattle and welfare. But when a modern Ukrainian girl posts a selfie wearing vyshyvanka, she gives it a brand-new meaning. She needs new symbols that would define her as Ukrainian.
VYSHYVANKA FOR MODERN UKRAINIANS IS NOT ABOUT CATTLE OR HARVEST, IT'S ABOUT EVERYTHING WHAT "BEING UKRAINIAN" MEANS TODAY
WHAT IS BEING UKRAINIAN?
Today, vyshyvanka represents everything that makes us Ukrainians. Everything that touches and inspires us. Everything that causes nostalgia, laughter, and sometimes resentments. It's about a grumpy portrait of Shevchenko in the classroom, the first kiss in the Artek camp, Volodymyr Ivasyuk singing on Ukrainian radio, clumsy New Year's greetings from Leonid Kuchma, Revolution of Dignity, and Teritoria A TV show.
BRAND FILM
On Vyshyvanka Day, we have released a brand film recollecting all the things an embroidered shirt means for a Ukrainian woman.
INSTAGRAM TEASERS
Before the release, we'd been luring the audience with teasers:
And used the Instagram stories as a reminder to watch the video:
CAPSULE COLLECTION
ETNODIM made a capsule collection with new embroidery symbols as part of the campaign. The brand dared to go beyond the usual and placed new symbols among the traditional motifs: Crimea map, Kyiv chestnut, and icons of Instagram and Tinder. Yes, Tinder. In old times, young girls used to embroider nightingales on their shirts to find a date. Now, social networks help them out.
We complemented the campaign with an Instagram mask — it answers the question «What is my vyshyvanka about» with familiar quotes and new embroidered symbols.
TAGS AND MERCH
We placed the same familiar quotes on the clothes tags.
We also created stylish merch using new symbols.
Handkerchief "Vognyk" with Tinder logo motifs
Bag "Zvistka" with Instagram notification motifs
Smartphone case "Varenyk" (favourite Ukrainian food)
Handkerchief "Vognyk" with Tinder logo motifs
Bag "Zvistka" with Instagram notification motifs
CREATED BY
Client — ETNODIM
Co-owner — Andrii Chernuha
Creative Director & Copywriter — Anna Goncharova
Service Director — Anastasiia Havryliuk
Copywriter — Lera Semenets
Production — tvlab
Director — Oleksandr Stekolenko
DOP — Lena Chekhovskaia
Executive producer — Sasha Khmyrov
Co-owner — Andrii Chernuha
Creative Director & Copywriter — Anna Goncharova
Service Director — Anastasiia Havryliuk
Copywriter — Lera Semenets
Production — tvlab
Director — Oleksandr Stekolenko
DOP — Lena Chekhovskaia
Executive producer — Sasha Khmyrov
Producer — Liza Bondarenko
Head of Post Production — Maks Zadorozhnyi
Post Production Producer — Alex Troshchylo
Editing — Katia Syniavska
Art direction — Andrii Gorlov, Alex Troshchylo
Music — Сepasa
Head of Post Production — Maks Zadorozhnyi
Post Production Producer — Alex Troshchylo
Editing — Katia Syniavska
Art direction — Andrii Gorlov, Alex Troshchylo
Music — Сepasa
