"War changes everything instantly. Yesterday you produced global projects on how businesses can influence the environment and fight for awareness, sustainable values and tolerance. Today you are coming up with fanciful explanations for your daughter—these are salutes in honor of our trip, and not missiles that can kill us."

"...This war put a new reality in front of everyone. Agency social projects that we were engaged in, such as upcycling merchandise for brands or helping a dog shelter, were replaced by social media projects for the military—three are aimed at deterring Russian aggression and aiding Ukraine, and four more briefs are being developed. There are no commercial projects at all. Ukrainian businesses have put communication on hold because people now have the task of surviving and repelling invading troops, not buying new sneakers or yogurt at a discount.

"And how the Ukrainian creative industry will exist in the future— after what we hope is victory over the occupying forces—is a brief that has yet to be written."

Article: How a Ukrainian Agency’s Brief Changed from Brand Strategy to Survival