marketing ↺ innovations


Most ad campaigns in this category look essentially the same—run-of-the-mill pompous videos with a dramatic voice-over. Therefore, we went for short and relatable clips where we could capture the essence of Border Guard work with narrative moves.

New faces of State Border Guard are about perseverance, courage, and attention to detail—be it at the airport passport checkpoint or in the thickets with a thermal imager.

The campaign brought the number of applications to the State Border Guard Service of Ukraine to an all-time high. And we are convinced that there were those very faces we were all looking for somewhere among them.

As a result of the campaign, a record number of applications have been received by the State Border Guard Service of Ukraine. Of them, 2300 applications were submitted during promo videos broadcasting—sometimes it averaged out at 2 to 5 applications for each place. We feel absolutely certain that among the applicants there are precisely those faces we were looking for.

In printed materials, we hid a little test for you, inquisitive people. Have you solved it yet? Perhaps, you should try yourself in this demanding occupation? These creations of ours won us a Bronze Epica Award in Communication & Public Services category in 2018.


Representative of the Personnel Division of the SBGS Administration — Oganes Martirosyan

Representative of the Press Service of the SBGS Administration — Andriy Demchenko

SBGS Communications Unit Representative — Andriy Yurchenko and Yuriy Hodynets

Supported by the US Embassy in Ukraine and the IOM Office in Ukraine


brand leader — Oleksandr Shumyloproject manager — Nataliia Blazhkunart director — Michael Zvegintsevcopywriter — Liza Rozhkova


director — Michael Zvegintsev

dop — Denis Melnyk

1ad — Jeniya Volkov

executiveproducer — Ivan Krutous

producer — Daria Volgina

production manager — Anatoly Modzhar

casting — MaMa Casting

art director — Vova Cheremys

gafer — Rostik Vasiliev

style — Ira Tul’kina