Mersey Reporter - #Merseybites #News

LIVERPOOL, in the UK, has recently hosted Ukraine's Eurovision 2023 contest, a cultural spectacle that surpassed the usual chatter of dress codes and performances. Most notably, the Ukrainian photo zone went largely under the radar; a unique concept brought to life in the Eurovision Village.

Ukraine.ua Installation - Open Your Heart For Ukraine

The centerpiece, was a:- 'Heart of Steel,' that was a symbol of Ukraine's entry to this year's Eurovision, the song 'Heart Of Steel' by the band TVORCHI. On the heart, an illustration was crafted in the style of Ukrainian 'vytynanky,' traditional Ukrainian paper cut outs, each telling a story of the country's rich history and folklore. Blue symbols represented peaceful Ukraine, its beauty, and its culture, while yellow represented war. The word:- 'freedom' is at the very heart of the piece, serving as a reminder that the struggle for the most important value for all Ukrainians and the world continues.

Photoi by:- Olena Shavlovska.

Visitors were invited to the photo zone, where they were encouraged to embrace Ukraine with an open heart and view the cut out through a captivating red filter. By doing so, the symbols of war:- missiles, drones, and weapons magically vanished, unveiling a serene Ukraine adorned with breathtaking beauty and vibrant cultural heritage. To experience the filter's enchantment, 1 could either use the small red glass hearts conveniently positioned near the photo zone or utilize the digital filter accessible on Ukraine.UA's Instagram Page.

Photo by:- Brand Ukraine

The identity and concept of the installation were brought to fruition by Ukrainian creative agency, Bickerstaff.281, at the request of the Ukraine.ua platform.

Ukraine.ua Installation:- #WhatWeAreFigtingFor

Designed to highlight the rich cultural tapestry of Ukraine and encourage visitors to explore its inherent beauty, the interactive installation captivates with its captivating features. At its core, a sturdy steel map proudly represents a united and sovereign Ukraine, symbolizing the resilience and determination of its people in the face of challenges. Adorning the walls are intricately crafted cut outs, showcasing narrative ornaments that add depth and character to the space.

Photo: Olena Shavlovska

Ukraine is often overshadowed by its association with war, causing its diverse culture to be overlooked. The installation's main objective is to shatter this limited perspective and reveal the multifaceted nature of Ukraine. It strives to emphasize that Ukraine cannot be defined solely by sensational headlines or tagged as 'sensitive content' on social media. To achieve this, the installation incorporates touch panels, inviting visitors to peer through and witness a different side of Ukraine an idyllic and serene landscape that exists alongside the harsh realities of war.

The project was created by the public organisation:- 'BRAND UKRAINE' with support from Ukraine's Ministry of Foreign Affairs, in partnership with Public Broadcasting and the band TVORCHI. The creative idea and identity for the interactive installation come from creative agency Bickerstaff.281, while Touche' event and decor handled the execution of the spaces and decor.

Video for the band TVORCHI

View this post on Instagram

A post shared by Ukraine.ua (@ukraine.ua)

The creative agency also developed a powerful video for the band TVORCHI, which was released on the day of Eurovision's commencement. The musicians showcased images of the defenders of our country and called on people to open their hearts to Ukraine. The video was posted on the pages of TVORCHI and the Ukraine.ua project on Instagram.

"No matter how strong words are, they are not enough to truly feel. Because we feel with our hearts. Love and pain, despair and hope, horror and beauty; all of this is contained in one human heart. Imagine what our hearts are capable of together," is stated in the video description.

"It's about contrasts, about the fact that in Ukraine there is both good and bad, joy and tragedy, because we are a complex country, just like any other country and person in the world. And in order for foreigners' understanding of Ukraine to become deeper, not superficial as it is for many now, we invite them to open their hearts to Ukraine," described the creative idea of the video by 1 of the authors from Bickerstaff.281.

#THEUNITYWAVE

In addition, specifically for Eurovision 2023 within the digital campaign from Ukraine.ua, the UK and Ukraine joined forces on Instagram. The idea of this campaign was also developed by the creative agency Bickerstaff.281, and the action was initiated by the official page of Ukraine on Instagram Ukraine.ua, which is jointly developed by the Ministry of Foreign Affairs of Ukraine and BRAND UKRAINE.

This took place from:- 9 May to 13 May 2023, on Instagram, Ukrainian and British showbiz stars, athletes, politicians, and even institutions and organizations made joint posts about what unites Ukraine and Britain and called on people to open their hearts to Ukraine. Joining the campaign were President of Ukraine Volodymyr Zelensky and Prime Minister of the UK Rishi Sunak, the band TVORCHI and singer Mae Muller, singers Jamala and Birdy, hosts Timur Miroshnichenko and Samantha Quek, the National Opera of Ukraine and the Royal Opera House, the Odessa Art Museum and the Walker Art Gallery, the Ministry of Culture and Information Policy of Ukraine and the Department for Culture, Media and Sport UK, and titled gymnasts Lilia Podkopayeva and Beth Tweddle.