The Tourism Department of the Kyiv City State Administration is a municipal body responsible for developing Kyiv’s tourism image, urban social initiatives, and communications aimed at shaping a modern image of the capital. The project was designed to unite city residents around a shared idea and present Kyiv as an open, vibrant, and familiar space for everyone.

To create a large-scale social advertising campaign that does more than inform — it builds an emotional connection with the city. The campaign had to look modern, accessible, and recognizable, while being easily adaptable to different advertising formats and effective both in the urban environment and in digital communication.