Bickerstaff.281 Offers a View into the Window of the Soul of Ukraine at Eurovision Village

When we look back at Eurovision 2023, one thing that's bound to stand out is the distinctive narrative that Ukraine spun. The Eastern European nation didn't just participate; it commanded attention and told a story that captivated hearts worldwide. It wasn't just about the music but about the tale of a nation, vibrant in its culture and resilient in the face of adversity.

In the heart of the bustling Eurovision Village, visitors were greeted by a mesmerising installation called 'Discover Ukraine'. This interactive marvel was a window into the soul of the country. The centrepiece was a striking steel map of Ukraine, a tribute to the country's unity and sovereignty. The walls boasted 'vytynanky', traditional Ukrainian paper cut-outs, each telling a story of the country's rich history and folklore.

Photo: Olena Shavlovska

This installation was not just a sight to behold; it was a journey. It sought to steer the world's perception of Ukraine away from the war-torn headlines and social media posts marked with "sensitive content". Instead, it aimed to unravel the true beauty of Ukraine, a land of diverse culture and remarkable spirit.

Through sensory panels, visitors were transported to a peaceful and stunning Ukraine, a side often overshadowed by the harsh realities of conflict. This juxtaposition of war and peace was a stark reminder that Ukraine's story was one of resilience and strength, not just of strife.

The creative masterminds behind the installation were the Bickerstaff.281 agency, who seamlessly integrated art and technology to present a potent symbol of Ukraine's indomitable spirit.

Photo: Olena Shavlovska

Complementing the installation was a powerful video manifesto unveiled on Eurovision's opening day. This video, a collaboration between the creative agency and Ukrainian band TVORCHI, was an emotional tour-de-force. It showcased the country's defenders and urged viewers to open their hearts to Ukraine. Voiced by TVORCHI's vocalist, Geoffrey Kenny, the video underscored the importance of solidarity with Ukraine and alluded to the band's Eurovision performance.

"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 one of the authors from Bickerstaff.281.

In a unique digital twist, Ukraine collaborated with the UK in a dynamic Instagram campaign organised by the creative agency Bickerstaff.281, Ukraine.ua, and the Ministry of Foreign Affairs of Ukraine. From May 9 to May 13, Ukrainian and British celebrities, athletes, politicians, and even institutions made joint posts, illuminating the ties that bind Ukraine and the UK.

This digital endeavour saw participation from high-profile personalities such as 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.

Eurovision 2023 may be over, but the story Ukraine told is a lasting one. It was a vibrant showcase of a nation's heart and soul, a testament to its resilience, and a revelation of its cultural richness. It was a reminder that Ukraine is a nation of contrasts, a story of resilience and beauty against a backdrop of adversity. A story that continues to resonate, urging the world to discover the true essence of Ukraine.