Leo Burnett’s Ukraine operating system is HumanKind, a set of principles that guide how we apply creativity to shape brand experiences that transform business. They work with Mondelez, Beiersdorf, UKRSIBBANK BNP Paribas Group, and other companies.

Trends come in cycles

High-speed access to the internet provides for easier creation of attractive video content. This encourages creating dynamic logos and corporate styles, video art, and collages. Visual communication is increasingly getting saturated with video content.

Many trends are developing in a spiral. Art styles from the 30's, 60's, 80's, and 2000's will have their moment on a more qualitative level in the near future that has already come.

Popular social networks and mobile devices will set the format of visual communication. This is what is happening with video now. While earlier, the horizontal format was common and similar to a movie or TV screen, today, a post with vertical video no longer causes rejection that we still heard about not so long ago.

The tendency in recent years shows that new mixes of content are created more often than something fundamentally new. The amount of visual information, its availability and simplicity of tools to work with is so vast, that new movements are created by mixing the information flow and visual discoveries of previous generations.

Client briefs in times of uncertainty

Client briefs have become more human-centric, as everyone faces the same challenges. In the current environment of uncertainty, brands, managers, and companies have placed the focus on how to get closer to people and their needs, and this is the right thing to do. After all, during times of crisis, people look more closely at those who they can trust, and this applies to brands as well.

Public service announcement campaigns can be referred to as the most honest ones, as they are often created to achieve maximum effects with a minimal budget. The conditions of 2020 set almost everyone in the same frame. Superior efficiency and focus are the main attributes of client briefs today.
— Anatoliy Davydov, Creative Director