Advertising, unfortunately, has earned a reputation as a bad guy who tries to smuggle goods. Even as the quality of production or creativity progresses, most brands only run commercially viable campaigns. Of course, they can't be blamed for that. However, the advertising market neglects the opportunity to combine a quality image campaign and create socially significant things.

Patsany and the glo™ brand decided to make a beneficial campaign: for the brand, for the people, for the cities, for Ukraine. So we launched the urban campaign "City vs. Urbasaurus.»

The glo™ brand has approached us with a proposal to make a cool large-scale activation that would benefit cities and be on time. The campaign had to meet the brand's main value - Purpose & Fun: to do important things in a fun way..

Patsany, like most Ukrainians, faces various urban problems in their city daily: an abandoned park, the lack of a recreation area in the area, overcrowded streets, and so on. They all look like real monsters that slow down the development of cities and openly infuriate. Patsany got a little creative and called them Urbazaurs. What's more, we decided to summon these urban bastards to battle. That's how the idea of an epic urban campaign came about, aiming to transform Ukrainian cities for the better.

We wanted to make the launch interactive so that people could influence change in their hometowns. So Patsany developed a mechanic who divided the campaign into several stages.

Well-known bloggers and activists joined the campaign, each of whom called for urbazavr to be roasted in his city: the artist and musician Artem Pivovarov, founder of The Gorod blog Svitlana Hryvkivska, visual content creator Olga Chubata, Kyiv manager and author of Shukai Yulia Bevzenko, photographer travel blogger Karina Bulavska, famous Odesa, TV presenter and humorist Serhiy Sereda, famous TV and radio presenter Andriy Shabanov, Kharkiv mural artist Andriy Palval, soloist of Pur: Pur Nata Smirina.